At the start of creating a business, we spend painstaking weeks planning out our brand identity, writing value propositions, creating brand personas and the like. We create an airtight, consistent digital image with a strong voice and a cohesive aesthetic in our logo, website design, product design, etc. It’s a long and lengthy process, but as we all know consistency and brand identity are the building blocks to success.
But what if a year down the road you realize that your current voice isn’t working? What if you decide to make a radical shift in your product offering? What if you redefine your target consumers and have to spin around to cater to a new demographic?
The point is that no industry is completely static, and so we have to constantly evolve and modernize our businesses and marketing to keep up and stay relevant.
So how do we seamlessly execute a transition across every level, while still keeping customers and remaining attractive?
Make visual transitions immediate and change all across the board
If you’re planning to give yourself a new look with a new logo, package design and visuals, make sure to announce these beforehand to prepare your community for an upcoming change. When you do actually implement the change, make sure its immediate and across the board. If you’d like to make your visuals more sleek, do a full-body makeover across all platforms. If you’d like to change your brand colors, factor them into your product and marketing material all at once.
Make voice changes gradual
Voice changes you should gradually shift. Don’t alarm your audience by switching too fast from one persona to another in your marketing outlets. If you’re going from serious to fun, start subtly and gradually with a few interesting opinion pieces on your company blog. Add in a few jokes here and there on your company Twitter.
You may not want to announce that you’ve decided to go in a new direction for fear of repercussions or losing current customers, but a rebranding campaign has several benefits. For one, it allows you an opportunity to explain your motivation for rebranding and discuss why you chose the specific changes you’ve made. It also gives you greater control over the situation in allowing you to spin the change in a positive light for your audience. You’re then able to explain to your community why your new aesthetic fits your new brand personality better or why you’ve decided to target a different demographic.
For a bit of humor, check out some of the biggest re-branding disasters http://www.businessinsider.com/rebranding-disasters-and-what-you-can-learn-from-them-2014-4