What are the most common rebranding mistakes?

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By: Wise Marketer Staff |

Posted on June 23, 2006

What are the most common rebranding mistakes?

Marketing consultants at ReBrand have published their top twenty list of mistakes that marketers commonly make when conducting a rebranding exercise, with advice on how to steer clear of them.

Marketers can use the list to avoid common rebranding problems as they reposition, revitalise or redesign their existing brands to meet new corporate and strategic goals.

Seven examples Some of the most common problems highlighted in the list include:

  1. Clinging to history Rebranding means staying relevant, but assumptions and insights from when the brand was originally established may no longer be accurate. Analyse the latest changes in target markets when exploring opportunities for brand expansion, repositioning and revitalisation.  
  2. Thinking the brand is the logo, stationery or corporate colours Brands encompass everything from customer perception and experience to quality, look and feel, customer care, retail and web environments, the tone and voice of communications, and more. It's not just the logo, so the new brand image will need to stay in harmony with all the customer touch points.  
  3. Navigating without a plan Effective rebrands usually rely on a creative brief to keep everyone focused as the project progresses. Include sections for a situation analysis, objectives, target markets, budget and resources, timeframe, point person, known parameters, approval structure, stakeholders and metrics for assessing results.  
  4. Not hiring an experienced branding consultant A rebranding exercise is an important time in any organisation's life, and its success is critical. So it's logical that this is the right time to hire an external consultant who can step back and "see the bigger picture", bring in a new perspective, and who has a successful track record in the target market.  
  5. Not leveraging existing brand equity and goodwill Perhaps the worst crime against the existing brand is to dismiss its equity when rebranding: doing so serves to alienate established customers, and unnecessary overhauls can irreparably damage a brand's perception in the customer's mind. Consider the needs and mindset of the target market carefully before starting the process. ReBrand suggests that, sometimes, only a small evolution is needed to rejuvenate and make a brand relevant again.  
  6. Not "trying on the customer's shoes" Pick up the phone and call reception (or better still, the call centre) on an outside line. You'll hear what customers hear, and deal with customers deal with, when they try to talk to you. Then take the time to navigate the company web site, buy its products, and then return something. Better yet, ask a friend to do so and learn from their experiences.  
  7. Lacking credibility with a superficial makeover The reason has to be right, as does the depth into which the rebranding exercise goes. The rebrand's story must be believable, given the existing brand experience and customer perception. Most importantly, it must also hold credibility internally: If employees who live the brand day-to-day don't believe in the rebrand, the target audience are unlikely to accept it at face value either.

The full Top 20 Mistakes Marketers Make When Rebranding report can be obtained online directly from ReBrand.

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