The next step is to switzerland cell phone number list verify whether the concept behind the brand when it was founded, which has been reaffirmed in the current situation analysis, is in line with the trends of the times, the market, and consumer behavior.
We then focus on the target demographic that we want to attract through rebranding, consider concepts that will have a high affinity with the current situation, and compare them to identify any gaps.
By going through these two steps, the concept that will permeate the entire rebranding initiative will become visible, and the things that need to be done will become more concrete.
In the process of implementing specific measures, it is possible to clearly define goals and indicators for measuring the effectiveness of each measure, and the criteria for judging success are made clear, preventing vague measures from ending up in vain.
Once the strategy has been formulated, we will communicate the rebranding in a way that suits our target audience.
The key point here is to ensure that not only the method of communication, but also the content and creativity of the content you communicate are clearly conscious of your target audience.
Even when using video to communicate, the effectiveness and the target audience you can reach will differ depending on whether you display it as an advertisement or create a video in collaboration with an influencer.
And once you've actually launched your rebranding, be sure to check for areas for improvement and make any necessary corrections, and don't forget to go through the PDCA cycle to improve the effectiveness of your rebranding.
How to achieve a successful rebrand?
Rebranding must be done once and for all, as doing it too frequently can actually damage the image of the brand or company, so it must have a significant effect.
Here are three key ways to ensure your success.
① Continue without compromising
In order to overwrite the existing brand image that has been permeated among customers and the market, you must be uncompromising from start to finish, from formulating your strategy to implementing it.
This is because a vivid, impactful message and creativity is essential to making new memories take root.
A half-hearted approach will make it difficult to revamp the existing image.
Since rebranding is a future-oriented initiative aimed at ensuring the survival of an existing brand in the future, the key to success is to get to the heart of what the company or brand ideally wants to be.
② Identify the problems
For a rebranding to be successful, it is essential to identify problems with a realistic yet pessimistic perspective.
From your own company's sales trend data to the UI/UX of your competitors' websites, gaining various insights from even the smallest of elements can be said to be the shortcut to a successful rebranding.
The clearer the problem is, the more clearly it is possible to take appropriate measures to address it, and at the same time, it becomes possible to identify waste hidden in various areas. This will ultimately improve the accuracy of each measure, and naturally increase the success rate.
3) Objective perspective
In order to update or upgrade a brand, it is necessary to clear away the obstacles that stand between the current situation and the ideal future, one by one.
A brand's current state and new appeal can only be seen by looking at the brand from an objective perspective.
It is often difficult to gain a new perspective when you have been involved with a brand for a long time, so in such cases it is a good idea to ask for hints from outsiders such as friends or people familiar with the industry.
4. Clarify the meaning of your brand
As mentioned above, the mission and vision established when a brand is founded are the core of the brand, and they are also an important point that forms the basis for various decision-making when formulating a rebranding strategy.
Therefore, once you have decided to rebrand, you must first clarify and understand what your brand stands for.
To clarify the core of your brand, it is a good idea to use a framework called the "Golden Circle Theory."
The Golden Circle Theory is a framework for revealing the essence of things and is a technique often used in marketing.
Using the Golden Circle theory helps visualize factors that should and should not change in corporate and brand management.
Based on this theory, if you think of a brand in three stages - why, how, and what - "why" represents the foundation of the brand.
This corresponds to the company's philosophy, mission, and vision, so every measure in the rebranding process must be designed around this "Why."
Starting with "Why" as the central point, expand on this to include "How" and "What" in more detail.
By doing so, you will be able to create a new concept that maintains consistency while also conveying a strong message.
5. Review pointless promotions
Common examples of failed rebranding include cases where the desired effect is not achieved or sales do not increase despite major renewal of package design, website, etc.
In such cases, it is actually not rare that promotions that give the impression of a superficial image change are "unnecessary."
It is important to change a brand to adapt to the times, but trying to forcefully change the good and problem-free aspects of a brand can have the opposite effect.
By having an unshakable "core brand," you will be able to clearly identify where you should invest your resources and cut out unnecessary promotions.