5 considerations to nail your rebrand
Here’s a look at lessons from one communicators recent experience shepherding her organization through the process.
Every brand has a story that’s built over time. Brands must create a distinct strategy based on that story to stay competitive in the market and connect with customers. As an important element of a business’ identity, companies can’t afford to ignore their brand or let it get stale.
As a company develops and evolves, it’s common for them to outgrow their branding after it no longer represents the organization or its offerings. To stay relevant, businesses should consider periodically refreshing their brand to reset their corporate identity and brand promise in a way that reflects the company’s evolution and vision for the future.
Though rebranding can be effective, it can also be complicated and carry significant risks. If a rebrand isn’t executed well, the company risks creating confusion among customers and losing market share — not to mention money wasted on an ineffective rebrand.
My company, LumenVox, successfully navigated a rebrand after 20 years in business. Our goal was to reshape the customer journey to communicate our value proposition more effectively and deliver top of funnel leads. With the help of a digital consultant, we improved our site’s UX to guide users through a sales funnel with a clear strategic path that speaks to target audiences.
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