How to Survive a Rebranding and Still Kick Ass

annoucement2_rz_

Question: After you go through the rebranding process, how do you build credibility again? Do’s (and don’ts) to share?

startup brands

Don’t Panic

“In my first venture, there was a partnership divorce, forcing a much-needed rebranding. Because I am in the B2B space, it was not challenging to transition the name. We simply changed our marketing materials, made an announcement and continued on with business. We didn’t make a big deal of it or act panicked, and we found that because we set that example, no one else acted negatively, either. “

Darrah Brustein, Network Under 40 / Finance Whiz Kids

rsz_incontentad2Remember the Proof Is in the Pudding

“Clients, funders and other stakeholders will connect with your brand if you can prove that “who” you are as an organization drives results. Cultivate opportunities to use stories in your conversations, pitches, sales calls, press and so forth that show how you have delivered the results your new brand purports. “

Alexia Vernon, Alexia Vernon Empowerment, LLC

Start by Setting Expectations

“Let people know that you’re still the same committed business owners/team, and the only thing that has changed is the way you talk about what you do — that’s all. Your heart is still in the same place, and you want your existing customers and clients to help you continue to move forward in the right direction. Setting those expectations early on will go a long way.”

Nathalie Lussier, Nathalie Lussier Media Inc.

Enhance Not Only Your Brand, But Your Credibility

“Levo League recently went through a rebranding process, and one of our primary focuses was to maintain credibility throughout. We took the time to host focus groups and surveys, and we used the feedback to stay true to our users’ perceptions of Levo. We wanted our rebranding to enhance the perception that Levo feels like there are real women behind the site, and that it’s a safe space to network. “

Caroline Ghosn, The Levo League

Don’t Wait for Consensus

“To me, the key lesson in branding is to always pick a select few people to be responsible for making the decisions, instead of relying on a whole team of people to come to some sort of consensus. Great design and branding rarely come from compromise.”

Derek Flanzraich, Greatist

Be Open and Honest

“Going through a rebrand is not easy; there are times when you feel like you are running multiple companies at once, working with old and (hopefully) new customers simultaneously. It’s imperative to be truthful with people as you undergo the change. If the rebrand is due in part to some previous weaknesses, be upfront with that information — you’ll be surprised how receptive people are to honesty.”

Charles Bogoian, Kenai Sports, LLC

Get Published

“After we rebranded, we ramped up our guest contributions. We wanted our company leaders to be established as thought leaders, and we wanted to draw people in to check out our company. It made our new brand appear more credible when people found our site via articles our leaders had written. “

Kelsey Meyer, Influence & Co.

branding

Pretend the Old Brand Never Existed

“Pretend the old brand look never existed. Scrub it from the record. Bury it on the web. Pretend you are in a witness protection program, and if anyone ever calls you by an old nickname walking down the street, keep walking. Forward, but never straight. “

Michael Portman, Birds Barbershop

Use Video to Be Honest

“Most startups grow too quickly and sometimes don’t understand how important customer service is. I have seen thousands of bad reviews that will hurt the reputation of many companies as they grow. Rebrand, create a video, put it on your homepage, be honest about the past and talk about the day-to-day changes the company is implementing to avoid issues from the past. “

Ak Kurji, Gennex Brands

Explain (But Don’t Excuse) the Rebranding

“We marketed our services under different brand names and, a few years into it, we decided to consolidate under one company brand. We were clear on why the new brand was better and what changed — choosing to be transparent and using messaging with clarity — and stayed consistent thereon. “

Shradha Agarwal, ContextMedia

Stay True to Your Positioning Srategy

“Before you get into conveying your brand to the world through tactics — design, messaging, marketing — first solidify your positioning hook. At ColorJar, we call this your Golden Purpose — it’s the triangulation of what makes you remarkable, how you outplay the competition and what resonates with your audience. Stay true to this positioning, and everyone will feel your value and authenticity. “

David Gardner, ColorJar

Have a Strong Point of View

“When we went through rebranding, it was important for us to have a strong, singular point of view. We achieved this by having one person in charge of the brand identity, and then encouraged him to use bold visuals and a strong voice in order to create a brand that really grabs people’s attention.”

Kit Hickey, Ministry of Supply

Don’t Lose Your Network

“Even after rebranding, you’ll still have your original foundation of values and extensive network to enhance your credibility. Continue to grow your network and showcase your company’s values throughout a variety of channels. Remain consistent and honest to increase customer satisfaction and overall credibility. “

Heather Huhman, Come Recommended

750x100

You Might Also Like

Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>