The Dangers of Rebranding marketing

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

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