Re-branding mistakes to avoid continued.
6. The re-brand lacks credibility or is a superficial facelift: The re-brand’s story must be believable given the existing brand experience and customer perception. So, don’t be afraid to push the envelope. However, it must also hold credibility internally with you, your employees, and your partners. If employees who live the brand day-to-day don’t believe the new story, your target audience won’t either.
7. Limiting the influence of branding partners: Good branding consultants are more than graphic designers and image strategists. The best ones help develop messaging and platforms that launch new products, expand demographic focuses and even streamline business operations. Rein them in when it’s necessary, but don’t limit their areas of influence, either.
8. Believing that re-branding costs too much: In either time or money, good thinking doesn’t have to come with a multi-million dollar price tag. You can get access to amazing thinking and solid strategy from small and talented branding agencies, consultants and in-house talent. Especially if your brand targets the younger age groups, consider university students or tap into the experience and wisdom of retired professionals for cost-effective and accurate results.
9. Bypassing the basics: The value of perfecting your physical environment, marketing materials, web site, etc. is drastically decreased if your customers languish in line for inordinate amounts of time while your employees take their smoke breaks. Or, if your invoices and contracts are written in 7-point legal jargon. Or, if someone has to hit “3″… then “7″… then “6″… then “2″… on and on before they finally get to talk to a person. Keep all customer touchpoints in mind when you are re-branding your company.
10. Forgetting that people don’t do what they say… They do what they do: Use extreme caution when basing your re-branding strategies on focus group-type research. Unless you’re physically in the customer’s environment observing them using your product or service, you’re not getting the full (and sometimes real) story. Actual observation, while not perfect, will get you so much closer to the right brand.
About Wendi McGowan