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Rebranding. It’s a term that results in equal parts excitement and dread. Done right, rebranding can be a strategic move to stay relevant and connected in a dynamic market. Yet, the path to rebranding success is lined with potential challenges, one of the most significant being the risk of losing valued customers.

Losing customers is one of the major concerns we hear from our clients here at Tiny Hunter and one that we’re used to navigating. From communication, to staff engagement and training, here are the top tips we’ve gathered from 20 years running successful rebrands for our Aussie and international clients.

1. COMMUNICATE WITH YOUR CUSTOMERS

It seems simple, right? But transparency is truly the cornerstone of successful rebranding. Whether it’s a new logo, a new name, or an overhaul of your vision, mission and values, always keep your customers informed about the changes that are about to happen. This could be through emails, social media posts, in-store, or personal letters or emails (this works well for B2B companies). Let them in on the ‘why’ and ‘how’ of your rebranding, making them feel like valued stakeholders on the journey.

Tip: Build excitement with an update and sneak peek of what’s coming. You could also try an interactive contest or competition tied to the rebrand to boost engagement.

2. INCENTIVISE LOYALTY

One of the best ways to prevent your business from losing customers during a rebrand is to show your support and recognition for the loyal customers who have supported your business so far. They may be emotionally attached to your company’s brand identity, and it’s important to remember that. As well as keeping them up-to-date, consider whether surveying your database will assist in gathering insights for the rebrand during the discovery phase.

Tip: Consider implementing or updating a customer loyalty program that coincides with your rebrand, as this will help ensure loyalty lasts far beyond the launch.

3. COMMUNICATE THE ‘WHY’ OF YOUR NEW IDENTITY

When you’re ready to unveil your new brand in all its glory, take the time to explain your new brand identity in terms that resonate with your customers. Highlight how the rebranding positively impacts them — whether that’s improved product features, enhanced customer service, or alignment with their values, and make sure they understand the benefits.

Tip: Use storytelling as a way to show the ‘why’; profile staff, your leadership team and even your customers to help build understanding and excitement.

4. KEEP YOUR CHANNELS CONSISTENT

One of the real dangers of rebranding is the phase when your existing brand and new brand are in use at the same time — this can be confusing and alienating to customers. Make sure you rebrand quickly and efficiently across all channels to stop this in its tracks. This will not only help keep existing customers engaged but will also help build brand recognition with new customers too.

Tip: Carry out a brand audit with a clear plan, phases and timeline for the rebranding process. At a minimum, all digital channels should be done simultaneously, although physical elements such as vehicle signage and uniforms may take longer.

5. ADDRESS CONCERNS HEAD ON

The rebranding process may raise questions or concerns among your customers, and that’s OK (it shows they care). Always address these questions promptly and professionally. Be patient, empathetic, and clear in your responses. Your ability to handle their concerns can significantly influence their decision to stick around. Remember people don’t naturally like change, but we have found your greatest protestors can often become your greatest advocates.

Tip: As part of your rebranding strategy, train staff to handle questions about the rebrand. This not only helps keep customers happy, but it helps with your employee engagement too. Something that is just as important when rebranding (more on that in a minute).

6. PROACTIVELY SEEK CUSTOMER FEEDBACK

Your customers’ opinions are absolutely invaluable. Customer feedback should be embedded not only during a rebranding phase, but also during business as usual. This makes your customers feel involved, building loyalty and helping you fine-tune your approach to better suit their needs and expectations.

Tip: Consider offering incentives, like exclusive previews or discounts, to customers who actively participate in feedback activities.

7. PROMOTE, PROMOTE, PROMOTE

We’ve spoken a little about communicating with your customers already, but let’s step it up here. You want your new rebrand to land with a bang. Proactive promotion across all marketing materials is key — and you don’t get a second chance to get it right. Update your brand strategy and marketing plan, and use every channel at your disposal to increase brand recognition. That means social media, email newsletters, and any other relevant communication channels to engage with your customers consistently.

Tip: Collaborate with social media influencers or partners to expand the reach of your rebranding message.

8. DON’T FORGET YOUR EMPLOYEES

Your customers aren’t the only ones who need to be on board with your rebranding journey; your employees are your front-line ambassadors and will hugely impact how your customers perceive your rebrand. Remarkable brands are built from the inside out. Think of your employees as enthusiastic cheerleaders, ready to spread the word about the changes. When mapping your rebranding process, make sure you actively involve employees from the beginning through workshops, surveys and by consistently communicating the ‘why’.

Tip: Rebranding is a great chance to improve employee engagement too. Acknowledge their efforts, and celebrate their involvement through staff events and incentives.

9. DON’T DISAPPOINT YOUR CUSTOMERS

Amidst the excitement of the rebranding, one essential rule stands through it all: never compromise on quality. Your customers’ prior experiences set expectations, and it’s crucial to meet or exceed them throughout the rebranding process and beyond. While the external appearance might change, your commitment to delivering excellent service and products should remain unwavering, always. This reassures customers that even though your brand’s look is evolving, your core values and dedication to their satisfaction remain the same.

Tip: Regularly gather feedback specifically about your products/services and customer experience during and after the rebranding to ensure that your offerings’ quality meets their expectations.

WE CAN HELP YOU REBRAND WITH CONFIDENCE

Rebranding is not just about a new logo or brand image – it’s a chance to redefine your business’s identity, values, and connection with your audience. Through this journey, one truth remains clear: your customers are the heart of your success. If you need a little help to manage the process, we’re here

FAQs ABOUT REBRANDING A COMPANY

How do you prepare for a rebranding?

Begin with thorough market research to understand customer perceptions, competitive landscape, and trends. Set clear objectives and create a detailed plan that outlines design, messaging, and implementation.

What is the first step in rebranding?

The initial step involves defining your rebranding strategy. This includes clarifying the reasons for rebranding, understanding your target audience, and setting specific goals.

What are the stages of rebranding?

The rebranding process typically involves research to identify areas of improvement, stakeholder insights, development of a comprehensive rebranding strategy, messaging and identity design, brand guidelines, launching the rebrand, and, finally, assessing the impact.

What makes a successful rebrand?

A successful rebranding strategy involves consistent communication, a positive response from customers, employees and partners, alignment with the intended goals, and a seamless transition that retains customer loyalty.

What does it mean to rebrand a company?

Rebranding a company refers to the process of strategically altering its existing brand elements such as name, logo, visuals, messaging, and even values to better align with current market demands, shifts in customer preferences, or the company’s own evolution.

Written by: Jodie de Vries
Published: September 5, 2023