Rebranding Strategy Development
Your Rebranding Strategy
Rebranding does not always involve a name change or changes in the logo or mark (although it can). As a result, it is a strategic change designed to reignite sales, redefine an advantage or outmaneuver changes in the market.
Minor shifts in perception
All too often, in our experience, brands try to reposition themselves to attract a new audience by simply changing the advertising. But, the problem is always permissions. Customers and prospects think they know you. Your brand is filed away in a mind folder called “I already know all about them.” So, they don’t pay attention to your change in message. It’s filtered out and the volume is turned way down.
How do you get them to pay attention?
Rebranding and a new rebranding strategy. Why? Because a rebrand is designed to change permissions. So, when executed properly, it erases per-conditions and presents itself as new AND important.
And, the whole idea of Brand (with a capital B) works for you when you lead the category and brand works against you when preferences change.
Look at Sears
We never would have suggested such a thing. We would have changed the BRAND not the name. Sears should have redefined itself by using the highest emotional intensity to better reflect the aspirations of the target audience. They HAD, years ago, permission to be today’s AMAZON. They blew it.
Change your view of branding
Advertising agencies can’t do it. They don’t know how to manage permissions and create agreement between permissions and benefits. They will tell you they know the ins and outs. But, their bravado will be at your expense.
Rebranding Companies think they are in the equity business
And they are. But only to a point. They foster the things you own but have no idea as to how to find the things that you SHOULD own. Ad Agencies know what you should own but have no idea how to provide the permissions needed to really own it.
Rebranding strategy requires skills that are scarce
When your sales fall and margins collapse don’t waste a minute. Call us. Invite us out and challenge us to show you how we do it. In return, we will show you how to do it too.
If you think the rules have not changed. Well, good luck with that.