How to Rebrand Your Business Without Losing Loyal Customers
Choosing to rebrand a business is a drastic step. And sometimes, you just need a “sign” to give you the push to make it happen. Indeed, rebranding is a tactic that can be extremely effective, but it also carries a degree of risk. One of the biggest issues with rebranding is the threat of losing out on current, loyal customers. If you’re looking to grow your business through a rebrand, but are worried about alienating your customer base, keep reading. Let’s review how you can pull off a successful rebrand and hang on to your most fervent customers at the same time:
Reward Customer Fidelity
One way to ensure that your customer base remains happy through a rebrand is to reward them for sticking with you. Just before you decide to launch a rebrand, it’s a good idea to offer a series of promotions to clients and customers. This will engender good will toward your company and allow your best customers the chance to experience your new brand when it first appears.
Specify Brand Changes
Sometimes, businesses choose to rebrand because of widespread negative perception. In such instances, entrepreneurs don’t have much to lose with a rebrand because they’re struggling to attract any customers in the first place. Yet, if you do have a stronghold of customers you’re worried about losing with a rebrand, then make it a point to outline what will be changing with your rebrand. Remember, you don’t have to throw out the baby with the bathwater during a rebrand. So it makes sense to continue with popular programs, services, or products while tweaking other aspects of your company.
Spread Your Message Far & Wide
Often, businesses choose to rebrand in order to expand their reach. Naturally, it’s a smart play to market and advertise your new branded material in as diverse a way as possible. This means that you should look to reach both new and old customers through your marketing efforts. Don’t rule out traditional forms of marketing either. A well-placed ad on a billboard or on a visible barricade, like those designed by a company like OTW Safety, can help you reach a wide array of customers who may not use social media or search engines regularly.
Deliver the Goods
Odds are, if a customer was willing to try your business before a rebrand, they’re just as likely (if not more so) to give your company a second chance after. However, it’s then up to you and your team to make good on the promises you’ve made with your rebrand. If you fail to meet customer expectations after a rebrand, you’ll struggle to gain new customers and retain your current base. Thankfully, by following through on your plan, though, you’ll have a great chance of success.
Photo by Austin Chan
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