ABC is an integrated creative and marketing agency specializing in brand building and management.
We make African brands stronger through innovative platforms and iconic campaigns that connect our clients to their chosen audience.
When it comes to rebranding, the biggest mistakes that companies make are usually avoidable. At minimum, it can take a company up to a year before it launches its rebrand to the public. While the launch may be exciting, it’s the details that you have to get right.
Here are four common mistakes that companies often make when rebranding:
Including staff members in the rebranding process can be extremely helpful. As a starting point for your research and preparing for how your new identity may be received, including your internal audience can save your business from losing its existing external audience. So, be open to feedback from your staff members because they know your customers best.
Companies typically take years to launch their rebranded company. Taking this time allows them to do their market research thoroughly and prepare for costs that might follow the rebrand. While it might be exciting to get a fresh start, launching too soon might result in oversights realized too late. If possible, set a trial period for an internal launch and this will allow you to examine the impacts of your rebrand.
Rebranding goes beyond changing the logo, name and adding a few products and services.
While changing the company logo may not be the answer to all your business problems, it still plays an important role in solidifying your identity and place in the market. Before you change your logo, consider how your consumers will receive it and how it will impact the perception of the brand and company. Reflect on how your new logo affects your brand essence and identity.
Rebranding goes beyond changing the logo, name and adding a few products and services. And what most companies fail to do is make sure their rebrand is consistent in every aspect of their business. When undergoing a rebrand, it works best to start with your vision and mission statements and see how that affects other areas of your business operations, because these essentially lay the foundation for what your brand is and who it is for.
This is the second article in our rebranding series – look out for follow up articles in the coming weeks.