A rebranding campaign is a powerful tool that businesses can use to help boost the success of their rebranding efforts by ensuring the transition to their new brand identity runs smoothly. Business rebranding is a complex and costly process, so it’s important to use every tool at your disposal to increase the chances of its success. A rebranding campaign can help to do this by strategically unveiling the new brand identity across various touchpoints and effectively communicating its essence. This article explains what rebranding campaigns are, how to run one, and the benefits of doing so.
WHAT IS THE MAIN OBJECTIVE OF REBRANDING?
The main objective of rebranding can vary, depending on the reasons behind a company choosing to rebrand and its goals. However, usually, companies choose to rebrand to create a new or improved identity and change how consumers, employees, and stakeholders perceive the brand. As well as this primary objective, businesses may have one or more secondary aims. These can include differentiating the brand from competitors, distancing the brand from a damaged reputation, creating a unified brand after a merger or acquisition, or modernising the brand.
WHAT IS A REBRANDING CAMPAIGN?
A rebranding campaign is a vital part of an overall rebranding strategy.
Following the rebranding process, many companies carry out a rebranding campaign to communicate the reasons behind the change to their customers, stakeholders, and the public.
A rebranding campaign is a promotional marketing strategy used to introduce and promote the new brand at the end of the rebranding process.
BENEFITS OF A REBRANDING CAMPAIGN
One of the most important factors affecting the success of a rebranding is the consistency with which it is deployed across the business and the success with which it is communicated to customers, stakeholders, employees, and the general public.
An effective rebranding campaign is crucial to successfully transitioning from old branding to new. It helps to bridge the gap between the two different versions of a brand and ensures that everyone understands the vision behind the rebrand.
SOME KEY BENEFITS OF AN EFFECTIVE REBRANDING CAMPAIGN INCLUDE:
COMMUNICATE A CONSISTENT MESSAGE
A well-organised rebranding campaign ensures that the new brand message is communicated consistently across all touchpoints, including the business’s website, social media, product packaging, marketing materials, and physical stores
FOSTER A POSITIVE BRAND IMAGE
An effective and engaging rebranding campaign allows businesses to explain their rebrand to stakeholders in the best possible light. This can help shape how stakeholders and the public perceive the new branding
ENHANCE BRAND RECOGNITION
One risk of rebranding is a loss of brand recognition. A successful rebranding campaign aims to help the brand gain visibility and attention, increasing brand recognition and reducing the risk of confusion over rebranding.
ENGAGE YOUR AUDIENCE
A rebranding campaign is a great opportunity for businesses to engage their audience and create a buzz around their new brand identity. By clearly communicating the reason and vision behind the rebrand, they can promote a sense of inclusion and loyalty among stakeholders
Another risk of rebranding is losing customers. A successful rebranding campaign can help to retain customers and get them onboard with the new brand identity
ALIGN INTERNAL COMMUNICATIONS
Businesses need to get employees on board with the rebranding to help present a unified brand to the public. A rebranding campaign usually involves internal communications that can help effectively communicate the new brand’s benefits to employees
INCREASE MARKET SHARE
As well as helping to retain existing customers, an engaging rebranding campaign can also help to tap into new demographics or markets
HOW DO YOU RUN A REBRANDING CAMPAIGN?
Once you’ve created your new brand identity, it’s time to let everyone know about it – but how?
Launching your new brand identity with a rebranding campaign can help you to effectively communicate the changes to your audience, clarify how they will benefit them, and reveal the thought processes around the changes.
LETS LEARN HOW TO RUN AN EFFICIENT REBRANDING CAMPAIGN AND ENSURE A SMOOTH TRANSITION FROM YOUR OLD IDENTITY TO THE NEW ONE.
CREATE A NARRATIVE
When creating a narrative for your rebranding campaign, it’s important to remember to do more than just announce the changes; a rebranding campaign is about explaining the reasons behind them and how they will benefit your audience too
MAKE A COMMUNICATION PLAN
Next, you need to identify which channels you will use to reach your audience and make the announcement, including emails, social media, press releases, or blogs. You will then need to create a tailored message for each platform and audience, while still ensuring consistency
ANNOUNCE THE REBRAND
Begin your campaign with a formal announcement about the rebrand
SHARE ON SOCIAL MEDIA
Next, share more in-depth information, behind-the-scenes, and engaging content about your new brand identity on social media. This can be a great platform for creating a buzz, generating brand awareness, and engaging your audience about your new brand identity
Don’t forget to continually monitor your audience’s response across all platforms to gauge how well they are receiving the new brand identity. The responses you receive can provide valuable insight into how you can refine or clarify your messages to improve your rebrand’s performance.
Partner with iBrand Signs for office signage for your rebrand
At iBrand Signs, we design, manufacture, and install signage for businesses across various industries. Many businesses use our services to support their rebranding strategies. We can help your business to communicate its new brand identity effectively using impactful office signage.
To learn more about our services, call our team today on 01925 823 032 or email firstname.lastname@example.org.