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(Tips) Rebrand Your Business Without Losing Your Audience

Learn how to transform your company’s image while keeping your existing customers.

  • Rebranding your business could mean changing your logo, mission and even your name.
  • Before you begin this process think about your strategy and motives for the rebranding.
  • Get your current customers involved during the course of the project.
  • The article is designed for small entrepreneurs who want to change their brand. Rebranding can be done in a variety of ways including renaming your business to the implementation of a brand new model for business. As these changes take place, companies must be able to connect with their customers.

Can you rebrand a company without losing your customer base and causing disappointment to your existing customers? Discover what a change in branding is and get advice of five entrepreneurs on how you can make it work.

What exactly is a Rebranding involve?

Modernizing design

Your business might have grown beyond the layout you first created a few some time ago, and it’s time to consider a revamp. Overall design may include your company’s logo emails, colors for your brand, website and business cards. Since the design components are closely linked to your business it is essential to dedicate substantial time and funds to come up with a complete plan that covers every aspect.

Update of mission and vision

A successful company must be able to adapt to the changing world and the changing preferences of customers. Perhaps your business began with a particular product but has since added other popular products. If an opportunity to grow or expand into a new market arises and you need to reconsider your the strategy of your brand to ensure that customers keep connecting with your brand. It is essential to constantly take a look at how your customers are interacting with your brand, and then adapt to their evolving behavior.

Naming your company

Like the design your company might have grown beyond the name. Maybe your business was acquired by another, and the name should reflect the new relationship. In any event, a name is what is most commonly associated with a company, and so making changes to it should not be done lightly. Names should be reflective of your company’s image and reflect your primary purpose, but is capable of adapting to the future demands of expansion.

What should you consider when planning a redesign

A brand-new logo for your business can bring value to market share, market share and customers’ engagement while also making your business stand out from the rest. It is however an extremely complex undertaking that requires strategy, planning and investigation.

1. Be aware of the reasons you are changing your brand.

Rebranding is a big undertaking that involves the marketing of your business, web presence clients, staff, and the mission. It is more likely to succeed if you have a compelling reason for the change. is much more probable to be successful when you have a compelling reason for changing.

As the head of customer service and marketing in the company RetireReady Solutions, David Black led the company through a revamp that required a significant name change as well as a shifting of the emphasis of their the services. In the case of RetireReady Solutions, a rebrand was necessary to spur growth and to simplify their services. But, if this isn’t an issue for you company the branding could do more harm than good.

“If you don’t think it’s necessary it could be one of the better methods to grow your company,” Black said. “If your business is considering a rebrand ensure that you be aware of everything that will be affected, and think about the cost, time and effort that’ll be required and whether the return on investment] is worth the cost and effort.”

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In the time that Rod Hughes, president of Kimball Hughes Public Relations, was in charge of the company’s rebranding to Kimball Communications, he worked to reveal that the change was principally about maintaining and earning the trust of their clients.

“I was a founder and partner in the company in 2016 and we wanted our clients to know that when they worked with methat that they worked with a company decision-maker,” Hughes said. “We considered it important to our current clients and prospective clients to have a continuity of leadership as well as a long-term plan of transition for the administration of our agency.”

2. Create a complete plan before you start.

A lot of businesses are shocked by the complexity in a redesign. While the initial plan may be focused on a new name and a matching domain, the entire process is likely to require the creation of fresh logos and items, a new website design and products guides, content and the services you provide and the clients you are looking to acquire. In order to ensure that the process is running smoothly and without losing customers, make sure you have a plan in the works before you start.

“The decision to rebrand the company was a quite simple one to make,” Black said. “The problems came in the specifics and implementation. Similar to peeling back layers the onion. You aren’t aware of everything that goes into a redesign until you’ve gotten deep into it.”

Make a plan for the changes that have to be made , as and which aspects of your business and marketing plan will change. Choose a member of your team who will be in the charge in each department that includes making design decisions to interacting with the public.

“Rebranding is a process through which you change your purpose and your priorities for the future … So, ensure that it is reflected in your branding products as well as in the mind of your clients,” Hughes said. “It’s a significant undertaking and must be considered as such.”

3. Prepare for any questions or worries.

Communication with customers during a redesign is essential to keep the relationships you have with existing customers. If they don’t know the reasons behind these changes they might lose trust in the company and you may see a significant decrease in the revenue.

Brian Moak, owner of HEART Certified Auto Care based in Chicago He transformed the business of his family to grow it into a nationwide franchise. But , as he went through the process, Moak discovered that a lot of his customers were worried about the change in name and expansion meant that the family-owned business was sold out. To keep their faith, Moak worked to anticipate the concerns customers may ask and to provide the answers prior to they moved their business elsewhere.

“During a rebranding process, ensure that your messages are clear, simple and focus on the people’s concerns and fears,” Moak said. “Change is scary, and people … require clear explanations and confidence to be able to comprehend, agree with and be a part of your brand’s vision.”

Marketing agency RepuGen which was previously GMR Web Team – rebranded to focus on customers in the field of healthcare the owner and founder Ajay Prasad discovered that understanding the needs of employees was just as important as anticipating the needs of customers. Employees, he said that they are responsible in talking to customers and, without their understanding and support the customers will remain in the in the dark.

“Make sure that you have a strong business argument for changing your branding,” Prasad said. “Discuss it with your team members and ensure their approval. This way your employees will be able to convey the message to existing as well as potential customers and know the objectives they need to be tracking. Each rebranding is intended to improve a company’s performance, and everyone must know where they can expect changes.”

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4. Publicize your rebrand.

Communication with customers doesn’t require being internal or even confidential. The business leaders discovered that speaking about their new brand as openly as they could helped keep their existing level of business, but it helped increase their sales.

“We … used social media as well as press releases as well as media contact to connect with our customers as well as people in general,” Black said. “We noticed an increase in the number of visitors to our site and a greater interest in our company due to the fact that there was a greater comprehension of what we provided and was also easier to locate the company in the search results.”

When the Moak team made a statement about the motives behind the change in HEART’s name, customers took to the streets to offer their support and encouragement. “Our customers are delighted that we’re trying to broaden our reach across other cities,” he said.

Kris Gosser, vice president of marketing at Shipium was in charge of the rebranding of his previous business, Datica, right before its biggest trade show in the calendar. With this kind of a major event on the horizon Datica’s management team was scheduled to discuss the new brand and the motives for the decision.

“We have received an overwhelming positive response from our customers,” Gosser said. “They certainly liked the new name, brand identity, new visuals and a new look in our market. Our customers were more content to be associated Datica Datica rather than the brand we used to have.”

5. Get your current customers ready.

Strategies like being clear regarding your new brand and having a clearly defined plan of how to achieve it will make a great way to keep your customers. The best method to prevent a loss in your business is to concentrate on maintaining top-quality customer service, regardless of what else is happening. Find out more about keeping your customer service up to date to avoid a decline in businesses.

“If feasible, ensure that the change in branding does not affect your current clients as little as is possible,” Prasad said. “It will take some time for the new brand to begin paying off, therefore you don’t want your current revenue stream to decrease.”

As part of its new brand, RepuGen narrowed its client-acquisition concentration to the healthcare sector. However, Prasad ensured that customers who aren’t healthcare providers were aware that they are a prioritization. “We sent a blast via email to inform them that we only accept businesses that are healthcare-related as new clients and there is nothing that will change for them. Our clients are happy with us and nobody was unhappy with our decision to reposition. We even kept our previous website up and running … in addition, we advised our clients who are not health care professionals to visit it.”

Hughes observed that the company’s change in branding took longer than expected partly due to existing clients required the company to make them its primary priority. “The process of changing the brand name will be more time-consuming than you think,” he said. “Competing priorities, particularly those of the ones that involve customers or clients are always going to require your attention and time prior to the redesign.”

This decision to hold off on the rebranding to concentrate on service has paid off, Hughes added. The company hasn’t lost a single customer during or following the change, and its old clients are as content as new customers.

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