5 Common Rebranding Mistakes You Should Avoid
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By PAGE Editor
When it comes to rebranding a business, there are many options to consider. You can change your logo, colors, website, strategy, and even your business name. But while each of these changes can help you accomplish your goals, they also carry their own set of risks. Sometimes, even a small rebranding mistake can destroy brand-client connections you have been carefully building for years.
Luckily, experts from Alpha Efficiency, a Chicago digital marketing agency, created a list of 5 common rebranding mistakes you should avoid. Let’s take a look at them!
Lack of Strategy
Developing a long-term strategy for your business is an essential step you have to take before you start the rebranding process. Try to understand the industry and have a clear picture of where you want your business to be in the future.
You should never rebrand purely for aesthetic reasons. Deciding how you want your target audience to perceive you and working towards that goal is the only way you can succeed. That brings us to the next common rebranding mistake…
Not Understanding Your Target Audience
It is a common saying that brands exist only in people’s minds. Therefore, to build a loyal audience, you must first put your best efforts into defining your ideal customer. One of the biggest mistakes you can make is thinking that others will like the same design as you. Always have a clear picture of your target audience and its preferences before you start a rebranding process.
After identifying your ideal audience, you can design different mockups and contact a portion of your audience to see which one they like the most. Of course, after you finish implementing a new brand identity, there might be voices of resistance. If they are not too loud, there is no need to worry—the audience will get used to the new design quickly.
However, if a considerable part of your loyal customer base is upset, you have probably failed to understand how they perceive your brand in the first place. That is why a deep understanding of your target audience is a crucial part of every successful rebranding.
Picking irrelevant colors
Colors are one of the first things that come to people’s minds when someone mentions a specific brand. If you want your audience to remember you, you must take the time to pick the right color palette. Understanding color psychology principles and what associations different colors bring can help you with that. For rebranding to be successful, make sure that:
Your target audience can emotionally connect with your color palette.
Colors provide information about your company’s products/services.
You defined primary and secondary color palettes.
Inconsistency
One of the most common mistakes with rebranding is inconsistency. It can occur in many different ways. For example, by changing logos every couple of months, you will never manage to build trust between your company and its target audience. Another case would be the usage of different color palettes on different channels. Being consistent is the key to increasing brand awareness.
Replacing Crucial Branding Elements
Let’s assume that you have already established a special connection with your audience, and they can recognize your main brand elements in the middle of the night. But those elements look outdated to you, so you decide that it is time to rebrand. This is a great choice, as failing to understand when it is time to refresh your identity can hurt your brand in the long run.
However, try not to completely replace elements your customers have developed deep emotional connections with. Many big companies had to revert to old designs because of upset customers. Conducting surveys can help you better understand how people might react to changes.
Final Thoughts
When it comes to rebranding your business, you’ll have to make some difficult decisions. But first and foremost, you need to keep your current customers happy while doing what is best for the company's future. Avoiding common mistakes listed in this article is crucial for accomplishing a successful rebranding campaign.
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