Rebranding Your Brand? Remember These Key Factors

Last week, Dunkin’ Donuts unveiled new branding for 2019, with an official name change to Dunkin’. The change will go into effect in January 2019 and appear on the brand’s packaging, advertising, website, and social media channels to emphasize the company’s focus on coffee.

Over the course of the year, several companies have taken their shot at rebranding themselves. But, why? Rebranding can breathe new life into your business or product, but it has to be done with a focus on strategy, a clearly understood process, creative vision & thought, and most of all for the right reasons.

So, if you are looking to rebrand your business, it is best to remember these essential components to set your new brand up for success.

1. Ask yourself, should you rebrand?

The honest truth about rebranding is that many companies will do it at some point. Your brand is the face and voice of your business. If you no longer think it is a good fit, you should consider rebranding your company. Typically, when the needs of your customers change or you do not stand out in comparison to your competitors, this is when companies revamp their image.

2. Manage your plan.

What are the key projects? What are the challenges? What are the things that are most likely to mess things up? These are vital questions you must ask yourself when forging your rebranding strategy.

With a quick and responsible team, frequent check-ins can surface issues long before they affect timelines and they can bring up issues that might not have been considered before.

3. Consider what your customers think.

Remember IHOb? Even though it turned out to be an elaborate “scam” to generate awareness to promote their new burgers (it worked, kind of), IHOP’s rebranding effort as IHOb caused mixed reactions from their customers.

So, keep in mind, a great rebrand is exciting to your customers as well as your internal team. Plan your strategy with their needs at the top of your mind.

4. Stay true to yourself and be prepared.

Rebranding can be exciting, but very exhausting. You should be aware, it can be tempting to pick elements from other successful brands and try to squeeze them into your rebrand. However, you shouldn’t.

5. Launch it!

Launch day is only the first step in fulfilling your brand vision. The rebrand you adopt needs to guide how you conduct business from that day forward. While you have likely lived and breathed this identity for months, the same does not go for the rest of the world. With the right launch, not only will you be excited about your brand’s future, but your audience will be too.

ABOUT TRANSFORMATIONAL CMO

Event Banner CMO8 - 300x300 (1)

This October, the 8th Transformational CMO Assembly in Denver is a unique event that challenges our attendees to learn how to anticipate what’s next for the highly complex marketing environment that has emerged throughout the year through a series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions with our industry experts and advisory board over the course of 2 days.

Download your copy of the sponsorship prospectus here for more information>>

Spaces are reserved for the best in the business. If you’re a CMO looking to stay one step ahead of the digital world, reserve your seat today >

What makes our assembly so exclusive is our exclusive content. And what better way than getting exclusive content than by downloading our brochure created with you in mind?

Download your copy here to get a sneak peek into our assembly today >>

Leave a Reply

admin

PUBLISHED BY admin

Jenny Schecher is a Client Services Director & Social Media Manager at The Millennium Alliance. Jenny is an avid contributor to our blog, Digital Diary, as well as all social media platforms. When she is not writing about digital transformation and technology, she is working with her team to make visions come to life at our events. (and eating all of NYC's best food.) Follow her on Instagram: @jennyschecs or find her on LinkedIn!

View all posts by admin

Related Posts

Technology

ZOOM into the New Reality…and What Really Matters

As originally published by David Sable on Linkedin. Make no mistake…this too shall pass (I, for one, have just graduated from social isolation to social distancing), and by the end of it, we will be stronger (hopefully), knowing that we got through it. We will be smarter (I pray), knowing that we can no longer […]

CISO’s Guide to ShieldX and Zero Trust Networking

With the onset of cloud computing, perimeters dissolved due to fragmented data centers. Suddenly, data and applications went from nicely confined rooms with a handful of doors and windows to virtualized environments with no perimeters. It was back to the Wild West, which meant security and compliance were quickly downgraded—and the increased interest in Zero […]

#MillenniumLive , Marketing , Retail

#MillenniumLive Talks DTC, Customer Loyalty & Attribution with Mark Friedman

Mark Friedman’s vanguard insights hail from his experience with a number of top retail companies, like Steve Madden and Brooks Brothers. He is now the President of Details Interactive and recently launched his own podcast, The Marketing Playbook Podcast. In this week’s episode, Mark shares his wisdom on a number of topics, including the shakeout […]

Digital , Marketing

How to Value a Company by Analyzing Its Customers

As originally published by our Marketing Thought Leader, Daniel McCarthy & Peter Fader on HBR.com. In the weeks leading up to the initial public offering of apparel retailer Revolve Group, in June 2019, investors struggled to come up with a fair valuation. Several recent IPOs—most notably those of the ride-hailing firms Uber and Lyft—had been […]

Lovin’ Digital Diary?

Premium content to our readers interested in all things business.

Check Us Out!

Millennium Membership offers Fortune 1000 C-Level executives, leading public sector/government officials, and thought leaders across a variety of disciplines unique and exclusive opportunities to meet their peers, understand industry developments, and receive introductions to new technology and service advancements to help grow their career and overall company value.

About Millenium Alliance Next

About Digital Diary

Created to provide premium content to our readers interested in all things business.

Launched in 2017, Digital Diary was created to provide premium content to our readers interested in all things business. With our blogs catered to deliver the top news stories, trends, and interviews from across all industries.

Read all story Next

Interested in Millennium Membership?
Find out if you qualify here.

arrow