Tips to Successfully Re-brand Your Company
So your company has decided to re-brand itself. The old look is getting tired, and a fresh face maintaining the company's current reliable capabilities is the order of the day. The question on the minds of marketing directors in charge of these initiatives becomes, "How do we re-brand ourselves and not lose the existing 'equity' associated with our current logo, tagline and brand?"
A simple, but often overlooked method of approaching a successful re-brand, is through consumer feedback. Because if the consumer is not satisfied with the new image of your product, you might as well close up shop. So before you gather your marketing execs and graphic designers around the table, consider these cost-effective approaches that take your questions right to the source - consumers who purchase your product.
1. Conduct Preference Research - It is important to gather feedback, on both your existing image, which includes your logo, color schemes and tag line, AND that of your competitors to gauge how consumers respond to you and to others in your arena. This tactic can reveal valuable intelligence on what your initiative should avoid and what features you'll want to include.
2. Survey Consumers - To find out what consumers want to see in a new version of a veteran brand, pose a survey question. Often, research firms will include your company's question or questions in a broader survey they're already conducting among heads-of-households. Having a trusted research firm conduct the survey ensures no bias results in your findings.
3. Allow Consumers to View the New Product Options - Once you've arrived at design concepts, conduct a consumer study, such as a mall-intercept, online or mail survey, in which participants can view proposed product designs. This allows you to pinpoint consumer likes and dislikes. If consumers can see several proposed product designs, they are likely to choose which one they prefer and offer valuable feedback on your existing brand in the process.
After you have researched, polled and talked to consumers - take the information back and put it to work. Then track on the response you receive from the new look in comparison to the old. In doing this, you can make any further modifications then release the new brand to consumers - they're anticipating the unveiling of your product's new look that they helped design.
Phil Mettra is the vice president of marketing for SuperCoups, a co-op direct mail company based in Avon, Mass., a subsidiary of ADVO, Inc. He can be reached at email@example.com.