If your brand no longer appeals to the target group, no longer fits the market or is simply outdated, it may be necessary to revive the brand. In this blog post I share the main points of my strategic approach. They are useful in rebranding any brand.
Step 1: Analyse the current position
It all starts with insight. Before making changes, you need to understand how stakeholders currently view your brand. This is the From situation.
Step 2: Define the new position
Where do you want to go with the brand? This is the To situation. Determine how your brand should be perceived by the stakeholders.
Step 3: Develop a communication strategy
Choose the channels you will use to bring certain messages to the attention of specific stakeholders and set a time schedule.
Step 4: Engage stakeholders with stories
People like stories. They create an emotional bond. So tell stories that support the new brand position.
Step 5: Be flexible and adjust
Sometimes things don’t go according to plan. If the communication is not having the desired effect, adjust the strategy based on collected data and feedback.
A holistic approach to the new brand position
Rebranding a brand requires patience, consistency and creativity! It’s a challenging process. A holistic approach in which all communication efforts are aligned is the key to success.