The process of redesigning and reformulating the identity of a brand serves to modernize and reposition it in the market, aligning its values, mission and vision, in addition to better meet customer expectations and stand out from competitors. “For a rebranding to work it is necessary to study the scenario and put together a strategic plan for a careful and successful implementation”, advises Paula Faria, founding partner and CEO of Sua Hora Unha.
Some factors may boost the need for this renewal, such as: competition for the use of the brand; expansion of the target audience and incorporation of a wider audience; greater recognition; expansion and growth; innovations, among others.“Knowing how to identify the right moment for this change is essential because it ensures that the company remains competitive and aligned with the needs and expectations of the” sector, Faria comments.
The businesswoman prepared a list of five tips to help you succeed in your transformation process, check out:
How's the market?
The first step is to do a research and analyze the market. “You need to understand in depth what is happening in your area, what your competitors are doing and the current perception of your brand. This way you will be well prepared for the next steps, so do not skip this part”, reveals the partner.
Be objective
Establish a specific and measurable purpose for rebranding.“Be it to increase visibility, reach new audiences or modernize the image of your company, set a goal for your focus to be focused on achieving it”, says Paula.
His second chance
This change is for your network to grow and work, especially for those who were not having good results before, so face and embrace repositioning as a second opportunity to do differently and get right where you were wrong.
“It is important to make sure that the new identity is consistent across all” communication channels and materials, the CEO points out.
Patience
Do not follow your planning anyway, have peace of mind to execute it carefully. The immediacy and lack of organization can make you run over key steps. “Create a detailed plan for the launch of the rebranding, including schedule, budget and specific steps”, guides Faria.
Transparency
Maintain transparent communication with your employees, employees and the public.“It is imperative that your employees and customers understand the reasons and benefits of” changes, he concludes.
