The process of redesigning and reshaping a brand’s identity is meant to modernize it and reposition it in the market, aligning its values, mission, and vision, as well as better meeting customer expectations and standing out from competitors. ‘For a rebranding to succeed, it is necessary to study the scenario and create a strategic plan for a careful and successful implementation,’ advises Paula Faria, co-founder and CEO of Sua Hora Unha.
Several factors can drive the need for this renewal, such as: brand usage dispute; expanding the target audience and incorporating a broader audience; increased recognition; expansion and growth; innovations, among others. ‘Knowing how to identify the right time for this change is essential because it ensures that the company remains competitive and aligned with the sector’s needs and expectations,’ comments Faria.
The entrepreneur has prepared a list of five tips to help you succeed in your transformation process, check it out:
How is the market?
The first step is to research and analyze the market you operate in. ‘You need to deeply understand 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 the rebranding. ‘Whether it is to increase visibility, reach new audiences, or modernize your company’s image, set a goal so that your focus is directed towards achieving it,’ says Paula.
Your second chance
This change is for your network to grow and succeed. Especially for those who were not doing well before, so face and embrace the repositioning as a second chance to do things differently and correct where you were going wrong.
“It is important to ensure that the new identity is consistent across all channels and communication materials,” says the CEO.
Patience
Don’t follow your planning haphazardly, have peace of mind to execute it carefully. Immediacy and lack of organization can make you skip fundamental steps. “Create a detailed plan for the rebranding launch, including schedule, budget, and specific steps,” advises Faria.
Transparency
Maintain transparent communication with your employees, collaborators, and the public. “It is essential that your employees and customers understand the reasons and benefits of the changes,” he concludes.
