Designers and marketers love handing out cheers and jeers for every rebrand. Last October’s Gap logo disaster had the entire Twitterverse up-in-arms, and designophiles everywhere are already calling the new NBCUniversal logo “The Gap Logo of 2011.” Truthfully, everyday consumers rarely pay enough attention to notice a change. But when they do notice, it’s almost never a good thing.
Our culture of chain restaurants and big box retailers has created a generation of consumers who crave consistency, structure and known experiences. The vast majority of purchasing decisions are made out of habit and inertia, so when a trusted brand changes significantly, it can cause discomfort or even anger among loyal customers. (Remember the New Coke debacle of the ’80s?)
Every brand needs a refresh from time to time. Maybe the designs and messages that first attracted your loyal customers in the 1990s aren’t working today. Or, perhaps your business has taken off spectacularly, and your DIY table tents and chalkboards aren’t cutting it anymore.
So how do you launch a new brand message or design without annoying — or alienating — your existing customers? It’s a matter of respecting your known brand. Here are a few tips for managing a smooth rebranding process.
Meet your customers where they are.
Recognize why your current customers keep coming back. If they’re senior citizens, it doesn’t make sense to aim your rebrand at teens and 20-somethings, even if you’d like to break into that market. Look at methods that speak to your senior customers as well as customers of a slightly younger demographic. If you have success, continue the downward trend. Slow and steady wins the race.
Roll out changes over time.
It is vitally important not dramatically alter the customer experience — at least, not right away. In other words, don’t redo your entire menu of services or reconfigure your store the same week that you unveil a new logo. Let people get used to your new look or brand message, then make substantive changes to your business
Don’t raise your prices right away.
It may be tempting to pass along the expense of a rebrand to your customers, but don’t do it. Your current customers might associate the new brand with the higher price tag. If you must raise your prices, change them a few months before you launch your new brand or several months afterward. Who knows, the success of your rebrand may pay for itself!
Offer special freebies and deals for your regular customers.
The launch of a rebrand is the perfect time to start frequent buyer and rewards programs for your current customers. These positive programs allow your current customers to become ambassadors of your new brand.
Don’t sit around waiting for your new brand to start working.
Branding is just one part of your marketing strategy. Don’t stop your other marketing activities just because you have a new brand.
Do you have any more tips for “respecting your known brand”? I’d love to hear your ideas in the comments.
