The most effective brand repair
Rebranding is a science, and the stakes are so high that it requires a specialist to navigate the obstacles, barriers, and opportunities that this critical business initiative requires. That means there are many considerations, including brand repair.
For us, the science of repair starts with a brand audit and then our behavior modeling. Click on the links to get the full details of these two important brand repair preparation.
We can tell you directly what to consider by contacting us here.
Is brand repair part of the rebranding approach?
Sometimes, the rebranding approach involves brand repair. That means looking at your brand repair clearly and fixing permissions that limit acceptance or create barriers. It is tough to do on your own because often, the problem the prospect sees as a barrier is untrue.
But that doesn’t matter. It is a problem if it’s believed. Being true does not fix the problem.
It is for that reason that many brands are hesitant to address it. Believing educating target audiences on the issue will fix the problem. In addition, an emotional attachment to your brand is why you need an unbiased rebranding approach.
Brand repair is about dealing with what is, not what should be. Stealing Share approaches this with a lack of sentimentality. View your brand in a fresh and meaningful light to the people you need to influence.
The brand repair process is complicated
Because you have to erase old meaning and create a new one.
- What is salvageable and eliminated what is not.
- What are the equities in the old meaning?
- Why are target audiences rejecting you?
- Is the brand salvageable,or do you need to create a new one?
- Can a flanker brand aid the repair?
- What do you specifically own in the minds of target audiences?
- What is it about your brand that audiences find objectionable?
- Are there market trends that are pushing you into a bad place?
- Does the brand bring up bad associations?
- What is the ROI on fixing it?
- What are the emotional elements that can be saved?
Ask why you are considering rebranding in the first place
If brand repair is not an issue, the considerations are different.
Something has either gone awry or, more often, your business results are not meeting expectations.
A disappointing business quarter, loss of market share, changes in competitive mix, a new product or service, acquisition, or a buy-out are just a few of the events that require such an effort.
There must be a sound business reason because there must an important return on investment. This just makes good common sense.
What must be considered in a successful brand repair approach
When a company rebrands or even conducts brand repair, much will be changed or updated. Examine everything. Conduct research before any rebranding effort.
You might need to consider a new logo and a new mark, signage changes across your entire corporate culture, a new color palette, a new signature system, and new internal and external presentation materials.
You might also need brand training throughout your organization, sales training to keep the sales messages in lockstep with the message, and changes in your brand communications along with both product and brand advertising.
Also, consider that a successful rebranding effort demands a change of culture. You, as a company, must change as much as your messaging and the symbols of that messaging do.
And we make sure the rebranding approach’s upside justifies the time and expense.
Any consultant that tells you this is just about a new name, message, and logo is no expert. It’s much more than that. To do it correctly, we have a rebranding process that helps us determine the loose ends to tie up to ensure success.
Stealing Share’s rebranding approach is a predictive process and allows us to measure brand message changes, so nothing is left to chance. It’s doing brand repair correctly.
Stealing Share rebranding is a smarter process ensuring your rebrand is memorable and meaningful. Elements that are more needed in today’s digital world than it was in the old analog marketplace. Rebranding today is complicated.
And yet, the many ways in which your brand can touch your target market are almost limitless.
These changes allow your rebranding to imbed itself is in a profoundly personal way.
Brand repair can be a different thing altogether. Yet, some of the basics remain. You still need to reach your audience emotionally.
How old is your brand message? Does it seem dated? If it is more than three years old, you should ask us for a brand audit. Only then, can we know for certain that you need brand repair.