Perils of Rebranding
How your clients and customers perceive your brand can mean a lot for your bottom line. If your color palette. logo, tagline and perception of your product or services is rebranded sloppily you may encounter trouble. While rebranding may be a fresh start it also have several perils that entrepreneurs need to be aware of and avoid at all costs.
- Know Why – Knowing why you are setting out to rebrand your service or product is important. You need valid reasons of why you are changing your logo, tagline or color palette in order to do it successfully. Having valid reasons for scrapping your old brand awareness and building a new one will keep you focused.
- Consult the Public and Employees – If your employees are not on board and your customers are confused, you may encounter some resistance on your quest to rebrand your image. Be sure to consult both groups before you start a rebranding campaign.
- Backlash – Avoid alienating your loyal customers if you are trying to rebrand. Backlash can mean customers miss the old way of doing things and how your company was perceived. Think about how customers revolted when Coca Cola reworked its slogan and cola formula to reach new customers. Epic failure.
Check out these companies that failed at rebranding their products from Coca Cola, tropicana orange juice or The Gap.