Rebranding is an effective way for brands to evolve and attract new customers, but whatever the scope, you want to make sure it doesn’t alienate your existing loyal customers. In this episode we explore a few ways to manage a successful rebrand without losing customers.
Branding Before Breakfast Ep 165 Rebranding without losing customers
Good morning My name’s Kiri, I’m the Business Growth Strategist here at Tiny Hunter. This week I’ve been talking to a potential client about rebranding, and their concerns over how this is going to impact their customers. What if people don’t like the changes we make? It’s a very real concern. For this particular client, they have a lot of brand recognition in the area that they’re from, and people that know them, love them, but they want to grow, they’re looking to expand into new markets and attract new customers and they recognise that the brand also needs to evolve. How can they do this, and retain their loyal customers as well? Very simply, as with most things in life, communication is key. Clear, transparent communication so take your customers along the ride with you. Be really clear about what changes are happening and why are those changes happening, and how it’s going to impact them. So perhaps with a rebrand you might be introducing new services or new product features or enhancing the customer experience, the customer service. It’s really important that, alongside talking about the changes that are happening, tell your customers how that’s going to positively impact their lives. This can be done in a number of ways. You can send out emails to your customers, personalised letters. You could put little teasers on socials, obviously there’ll be updates to your website, you could do an amazing launch event. Whatever it is, talk about it and get your customers excited about the changes that are happening, because a rebrand is very exciting.
If you do have concerns or questions from your customers, that is okay. It just shows that they care. But you need to address these head on. Be prompt with your responses to your customers, be clear in your responses and show empathy and patience. The way you respond to those concerns can really impact the likelihood of them sticking around. Change can be scary, we know that people don’t naturally like change, but we’ve also found in life that our biggest haters can become our greatest lovers.
That’s it from me, it’s time for brekkie.
Written by: Kiri White
Published: September 6, 2023
