Optimization and adjustment of strategy
Posted: Mon Jan 20, 2025 6:03 am
Implementing new elements and measuring results
Once a company has started using new brand elements, it is important to communicate them to the audience , explain them and carefully evaluate the reaction and outcome .
If the results of the rebranding showed that the strategy could be improved, perhaps the audience itself suggested a number of solutions — it is important not to stop there. This is what Yandex once did, combining a number of its services into a common Yandex.Go ecosystem for the convenience of users — so that city dwellers could use all the features in one application. It is worth mentioning that in many regions the services remained available separately.
How to Measure the Results of Rebranding
Assessing the effectiveness of potential and already implemented changes will help evaluate brand perception. This will have to be taken care of before rebranding. The process consists of three stages :
1. Evaluation of the current perception of the brand (before rebranding), including in relation to competitors . To do this, it is necessary to conduct a series of surveys of the target audience .
2. Forecasting the emotional perception of the brand after israel consumer email list rebranding. In the process of developing a concept for changing the company's image, the brand needs to "keep in mind" the ideal result that the business is striving for . If this idea is blurred, the effectiveness of the rebranding may be questionable. It's like going to a goal without first defining it.
3. Evaluation of the result using audience surveys , only for the already updated brand. At this stage, you can analyze the speed of implementation of changes and adjust the message and meanings if necessary.
Examples of successful and unsuccessful rebranding, common mistakes
Probably, 2022 and 2023 can safely be called the years of rebranding in Russia. Even MTS decided to abandon the egg on the logo for the first time since 2006, which was once called the worst element of branding. Nevertheless, it gave rise to many memes and disputes on the Internet, becoming viral. Recently, the mobile operator has turned into a full-fledged ecosystem. The updated logo carries new meanings, but remains stylish, non-standard and recognizable.
Once a company has started using new brand elements, it is important to communicate them to the audience , explain them and carefully evaluate the reaction and outcome .
If the results of the rebranding showed that the strategy could be improved, perhaps the audience itself suggested a number of solutions — it is important not to stop there. This is what Yandex once did, combining a number of its services into a common Yandex.Go ecosystem for the convenience of users — so that city dwellers could use all the features in one application. It is worth mentioning that in many regions the services remained available separately.
How to Measure the Results of Rebranding
Assessing the effectiveness of potential and already implemented changes will help evaluate brand perception. This will have to be taken care of before rebranding. The process consists of three stages :
1. Evaluation of the current perception of the brand (before rebranding), including in relation to competitors . To do this, it is necessary to conduct a series of surveys of the target audience .
2. Forecasting the emotional perception of the brand after israel consumer email list rebranding. In the process of developing a concept for changing the company's image, the brand needs to "keep in mind" the ideal result that the business is striving for . If this idea is blurred, the effectiveness of the rebranding may be questionable. It's like going to a goal without first defining it.
3. Evaluation of the result using audience surveys , only for the already updated brand. At this stage, you can analyze the speed of implementation of changes and adjust the message and meanings if necessary.
Examples of successful and unsuccessful rebranding, common mistakes
Probably, 2022 and 2023 can safely be called the years of rebranding in Russia. Even MTS decided to abandon the egg on the logo for the first time since 2006, which was once called the worst element of branding. Nevertheless, it gave rise to many memes and disputes on the Internet, becoming viral. Recently, the mobile operator has turned into a full-fledged ecosystem. The updated logo carries new meanings, but remains stylish, non-standard and recognizable.