3 Top Tips To Avoiding An Unpopular Rebranding

One of the factors why organizations decide to use promotional items is to promote their company's rebranding. During a rebranding it is very important make the new brand as visible as possible, making sure existing clients, potential customers and employees all recognise the brand and acknowledge its values.

Promotional products may help to accomplish this by delivering a brand consistent item to enhance the company's values and develop the visibility of new colours and emblems.

Generally, rebranding is considered to be a dangerous action in business. It can jeopardise the stability of a brand and leave customers potentially unsure as to who the company are. An effective rebranding exercise however will help the company take a vital next step, improve its image and keep it fresh and vibrant.

One other possible downfall when attempting a rebranding is the public and media opinion of your new brand. Despite being just one factor, it has the potential to ruin a new brand before it has even had opportunity to grow, and the record of the Top 10 Worst Corporate Name Changes from Time Magazine contains a few lessons that every business who is seeking to rebrand should look at.

Avert Meaningless Business Words

Some of the greatest errors businesses make when they decide to rebrand is to choose a name that seems like it has been decided on by marketing consultants. Any change in name should be carefully considered, but it should always be focussed on the customer. If you make a decision on a certain name, will clients have the ability to associate it with what the company does? As the list in Time Magazine illustrates, people are regularly ostracised and frustrated by fancy meaningless words being used as business names, so give this a great amount of consideration.

What's Your New Brand Trying To Say?

Branding in the 21st century goes far beyond a name and a logo. Each and every detail of a brand now speaks volumes about the company it represents, outlining their aims and values. A company that wants to rebrand themselves to project an eco friendly image, for instance, should use their brand identity to project this image, using colour and imagery to enhance these concepts. Promotional products may help businesses to accomplish this by offering a suitable product to distribute that echoes these values. To repeat the example of the eco friendly brand, businesses can use eco-friendly promotional items which have been made from recycled materials to enforce these values. Remember, it is not all about the logo.

How Will You Notify People About Your New Brand?

This is the key to a successful rebranding exercise and is often the most costly. When getting the word out about a new brand image, it's normally backed by a massive promotional campaign. For a feeling of the scale involved, think the Norwich Union rebrand into Aviva and the media onslaught of ads featuring celebs like Alice Cooper and Ringo Star. Even when a change of name isn't involved, it can still mean an exhaustive strategy to inform the world about your new brand concept. Promotional products can be an important promotional tool in enforcing the brand message by getting the brand visible and out there for customers to see. The sooner people begin seeing and engaging with your new brand, the quicker people will begin to accept it and relate it not just to what the company does, but equally the new brand values it's trying to project. Promotional items are a cost efficient way of making this come about quickly.

Rebrandings can be a protracted and extensive procedure but the rewards on offer are potentially massive. When done properly, a rebranding exercise can breathe fresh life into a business and help it to move forward. Promotional gifts can assist this to be achieved effectively, and should always be considered as part of a marketing campaign.

Alan composes content regarding issues surrounding the branded flash drives industry on behalf of Branded USB Flash Drives.