There are three reasons why a small business should want to rebrand. One reason is that current branding is not working for the small business. Another reason is the small business has taken on more products or services to require the change in business branding. The third reason for rebranding for small business would be changes in the market or competitive advantage. There are six very good techniques a small business should employ in rebranding their business. They are: understanding your mission and values; evaluation of existing branding; considering competition and the market; team collaboration in business branding; managing the rebrand; and, launching the rebrand.
Understand Your Mission and Values You first and foremost must understand your mission and values. Any rebranding strategy cannot be undertaken unless you know who you are and why you exist. If a rebrand is going to either cast you in a different light or impact who you are in a negative manner it should be avoided. Rebranding does not necessarily have to be negative. An incongruent image of your product or services will be just as bad. Your Existing Brand Should have a Complete Strategy If your small business exists, then you already have some type of business branding strategy in place. Examine that strategy to ensure that the strategy is complete. Look for the advantages and disadvantages of existing branding. Ask yourself if there are any gaps that haven’t been addressed. Has your existing business branding been successful? Consider Your Competition and the Market You should consider both the market that you are in and your competition. Key questions you need to answer are whether or not the market has really changed, or just the competition. Also, analyse in-depth whether or not your competition’s rebranding is actually working better than the business branding you already have in place. Team Collaboration is Essential Rebranding a small business rarely works unless you incorporate a team collaboration approach. Even the most brilliant idea may fall way short of your desired goal unless you have complete buy-in by everyone connected with your small business. Manage the Rebrand Managing the rebrand is basically telling you not to “throw out the baby with the bath water.” Keep as much of your present business branding in place as possible. Make additions wisely and complimentary. Rebranding should be an embellishment and not a complete remake. If you totally remake yourself, you lose all the credibility that you have established while in existence and will look like a newcomer in your field. Launch the Rebrand Launching a rebrand of a small business should be an opportunity to tell all your potential customers, if not the whole world, that you are up to something new or additional. Get the word out in as many outlets as possible. The greater coverage you can obtain the better the result will be for your rebranding. Here at Anchor Digital, we’re an agency renowned for our holistic approach to marketing and offer high-quality SEO services to businesses across Australia. If you want to find out about the best online SEO tools to optimise the viewership of your business, contact us for a consultation. We’d love to hear from you.
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June 2023
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