A brand makeover has to potential to completely rejuvenate a dying brand. If you are attempting a makeover, make it noticeable. The reason you are rebranding is to be noticed, so commit to the change in your brand. Any companies’ makeover should include a visual component to help the businesses re-establish the lines of communication with customers. Whether that’s new packaging or a redesigned logo, these tools have the potential to engage audiences to rediscover the brand.
In making your first steps at rebranding, the first thing to do is have your team go back and identify your existing audience, and then identify your new audience. If there is no difference between your current and desired audience then find where the miscommunication lies—failing to focus on a clear, identifiable audience leaves the brand at risk of trying to do too much and often backfires into reaching no one.
The benefits of brand rejuvenation entail the potential opportunity to communicate the shift in business model, as well as allowing you to transform your brand into new markets and audiences. Rebranding allows you to update the company’s mission and vision, which will ultimately re-engage employees as well. The ultimate goal in rebranding is to strengthen your brand’s messaging and allow it to evolve. When rebranding it is important to stay true to the brand’s mission as it should support your core message while connecting with your established audience in a new and authentic way.