3 Great Strategies To Avoiding An Unpopular Rebranding

One of the factors why organizations choose to use promotional products is to promote their company's rebranding. Throughout a rebranding it is very important make the new brand as visible as is possible, ensuring existing clients, potential customers and employees all recognise the brand and acknowledge its values.

Promotional gifts can help to do this by providing a brand consistent product to enforce the company's values and increase the visibility of new colours and emblems.

On the whole, rebranding is considered to be a hazardous move in business. It may jeopardise the stability of a brand and leave customers potentially uncertain as to who the company are. An effective rebranding exercise however can help the company take a vital next step, improve its image and keep it clean and vibrant.

One additional possible downfall when attempting a rebranding exercise is the public and media opinion of your new brand. Despite being only one aspect, it has the capacity to destroy a new brand before it has even had opportunity to grow, and the list of the Top 10 Worst Corporate Name Changes from Time Magazine includes a few lessons that every company who is looking to rebrand ought to consider.

Avert Meaningless Business Words

Some of the greatest mistakes companies make once they decide to rebrand is to use a name that seems like it has been decided on by marketing consultants. Any change in name should be thoroughly considered, but it should always be focussed on the customer. If you make a decision on a particular name, will customers have the ability to associate it with what the company does? As the list in Time Magazine shows, customers are regularly ostracised and annoyed by fancy meaningless words being used as business names, so give this a great deal of consideration.

What Is Your New Brand Trying To Say?

Branding in the 21st century goes way beyond a name and a logo. Every detail of a brand now speaks volumes about the company it represents, broadcasting their aims and values. An organization that wants to rebrand themselves to project an eco friendly image, for example, should use their brand identity to project this profile, using colour and imagery to enhance these ideas. Promotional products can help companies to do this by offering a suitable product to send out that echoes these values. To repeat the illustration of the eco friendly brand, companies can use environmentally friendly promotional gifts which have been developed from recycled materials to enforce these values. Remember, it's not all about the logo.

How Will You Inform People About Your New Brand?

This is the true secret to a powerful rebranding and is often the most expensive. When getting the word out about a new brand image, it’s normally accompanied by a massive promotional campaign. For a feeling of the scale involved, think the Norwich Union rebrand into Aviva and the media onslaught of ads featuring celebs like Alice Cooper and Ringo Star. Even when a change of name isn't concerned, it can still mean an exhaustive campaign to tell the world about your new brand message. Promotional items can be an important marketing resource in enforcing the brand message by getting the brand visible and out there for customers to see. The sooner people start seeing and interacting with your new brand, the quicker people will begin to accept it and relate it not only to what the organization does, but also the new brand values it’s seeking to project. Promotional products are a cost effective way of making this happen quickly.

Rebrandings can be a protracted and extensive procedure but the rewards on offer are potentially massive. When carried out properly, a rebranding exercise can breathe new life into a business and help it to move ahead. Promotional items can assist this to be achieved successfully, and should always be considered as a part of a marketing campaign.

Alan writes articles regarding issues surrounding the branded flash drives industry for Branded USB Flash Drives.