The Dangers of Rebranding
What does rebranding do for you? It’s a reset button for your brand. That also means starting over. Your audience isn’t the same anymore. Rebranding or pivoting is usually the first thought that crosses the minds of business owners when they hit a slump. As business waxes and wanes, the turbulent tides create the perfect storm of doubt. What can we do, or rather, what can we change about ourselves that will generate more profit? There is no issue with a rebrand; it proves to be useful in brand strategy when it is needed, but it often leads to major shifts in target demographics.
Giving your brand a simple facelift is like painting your house a different color. A quick splash of paint won’t fix any underlying issues, but it will make your house look different. The postman, or other regular visitors, might be confused as to why the house is now a different color. If you are just thinking about refreshing a logo or your brand colors, then this is what you will achieve. If you are trying to convert a colonial-style home into something more modern, then your are going for a full rebrand: you are trying to change a substantial part of your messaging to appeal to your intended target.
Sometimes bringing your brand into new territory is just what you need to save it. Many older brands have gone through rebrands to keep themselves relevant again. It’s a much needed effort when it counts, but impatient entrepreneurs are quick to make changes and end up with a fluid brand. This means that they are ready to take shape of any box that seems trendy or “sales appropriate”. Constantly retooling your brand to make a quick sale will do you more damage. It’s a reset on your marketing strategy which will cause your previous audience to detract. There is a strong chance that you might alienate your loyal customer base. This will not favour you in the long run as now you will need to build rapport with a new market.
This the main danger of rebranding. It goes beyond changing a few colors and adding a new logo; it resifts your focus to a new audience, risking the connection to the already loyal customer base. A clear distinction needs to be made about who you were and who you are now. Otherwise, this can be a publicity nightmare if media outlets and customers are confused. A solid brand strategy will ensure things run smoothly, but always be wary of the chances for hiccups. Business is full of unexpected twists.
Rebranding is a good way to reach new people when done correctly. This is why the branding process shouldn’t be taken lightly. It is much better to start off on the right foot than to keep changing to suit what’s trending. Impatient entrepreneurs, especially newer ones, are constantly faced with the temptation of chasing trends. The problem with trend-chasing lies with its viability. Trends die quickly and, if your brand is heavily tied to one, you
Create a unique user experience on your website.
It's the simplest way to get your message across.
Stay In The Know
When you understand the basic structure of a funnel, you understand the purpose for all of its parts. When these parts are assembled to create a machine, you will see results. Understanding your business and niche plays a large role in understanding what you need from a funnel. When making a machine, you need parts. A funnel, in its most basic structure, has three main parts. It has a magnet, a content hub and an offer.Read More
What do books, blogs & social media have in common? They are platforms for publishing, but right now video has taken over in another format: documentaries. A number of Netflix and independent media producers have launched a slew of documentaries to combat boredom during this time, and some businesses have been catching on with this trend. Long-form content is a great way to hold an audience’s attention, and documentaries have significant weight because they are expensive to produce.Read More
Wherever you go online, you’ll see “content is king” splashed over articles glorifying content marketing. Indeed, the notion of “giving value” as a trade-off to acquire leads is not lost (and it’s very effective). Have you ever thought of what makes content marketing (and other forms of marketing) a valuable practice? The most crucial part of it all is understanding the target market. Every decision made about strategy depends on that.Read More
Automation is at the forefront of email marketing. It takes a great strategy to humanize what has been replaced with convenient technology. Businesses need to look at consistent communication that doesn’t feel or sound robotic. It’s tempting to follow suit and copy what’s been done because what we see frequently is usually what we consider standard practice. And what we see as standard practice is often considered best practice. This is not the case with email marketing.Read More
People get caught up in the hype of things, and they use everything to take advantage of situations. The business community is obviously highly invested in making a dollar line profit. This they can do by promoting their products or services in alignment with the grave situation. However, there’s an ethical way to do so and a not so ethical way where larger players get heard faster than the smaller ones.Read More
The concept of viral marketing is infectious. It’s a few feeling everyone in the digital space wants to experience because of the so-called benefits of a quick rise. There are countless success stories that are being pushed in our faces, but there are even more silent success stories of those who played safely with their marketing campaigns. The problem with marketing campaigns is that it is difficult to achieve because of how viral networking behaves.Read More