The rapid changes in social perceptions over the past few years have changed the way businesses market themselves to consumers. Giving the appearance of an up-to-date business that understands the trends and attitudes of a new consumer base is crucial to staying relevant. Brands that seem frozen in the past, whether in terms of aesthetic design or social attitudes, will quickly be rejected by consumers in favor of a fresher look and feel. However, companies change brands for a whole host of reasons, and not just to update their consumer image. Here are some dos and don’ts if your business is considering rebranding.
Bring old clients with you
Prior to Skoda’s name change, it was considered a second-rate (or third) automaker for those on a tight budget. The company wanted to reposition itself as a better and reputable manufacturer, while retaining its old customer base. Luckily for Skoda, its customer relationship was mostly based on low prices, so as long as they didn’t raise prices unnecessarily, they were likely to keep their old buyers. But while Skoda‘Since the consumer relationship is based on affordable prices, there are many forms of brand / consumer relationship to think about. It is absolutely crucial that the rebranding does not undermine the original customer relationship.
The trick to doing this is understanding that less is more. I sometimes wonder how it is that a brand like Tommy Hilfiger manages to maintain several seemingly contradictory consumer relationships at once without a problem. There are middle-class, preppy kids who have worn Tommy Hilfiger for decades, and elsewhere, neighborhoods of drug-dealing street gangs across America swear by the brand. Of the society‘point of view, maybe middle class kids are a safer target audience, but they don’t‘I don’t want to just eliminate potential profit opportunities by launching a new marketing campaign exclusively for wealthy kids. Tommy Hilfiger is aware of his fractured consumers and is solving the problem by not solving it. As long as the company does nothing to dissuade a fraction of its consumers, it‘s laughing all the way to the bank. Tommy Hilfiger does to have to distinguish who he‘s sell to – the best course of action is to assume a low-key, subtle marketing image that blends into the background, not betraying any of its disparate consumer communities.
The point is, radical rebranding is risky business. In order to potentially capture new demographics and retain all previous consumers, rebranding must not alter what initially sparked consumer interest. The exception, of course, is for companies that have developed a totally negative and outdated brand image – in which case a complete overhaul may be the best way to go.
Plus, one way to avoid pushing away old customers is to actively communicate about the rebranding before it happens. A customer who wakes up one morning to find that Oreo has transformed overnight into a high-quality luxury confectioner may feel unsettled and unwilling about the transition. Whereas, if Oreo gradually spreads the message that it will effect the change, consumers will be more forgiving. Ross Pike from Koreti comments: “When it comes to brands that consumers love and care about, they can be very resistant to change. “Why are you changing what I already like?” ” they ask. The best course of action is to bring them to slow and gradual changes. ‘ Less is more; slow and steady wins.
Smells of inauthenticity
In these times, consumers can sniff out inauthenticity like trained dogs. Companies that try too hard to be ‘wake up‘, adopting a new slang on the Internet or jumping on the various cultural trains currently in motion risks attracting ridicule and animosity. Of course, he‘It’s okay to make it seem like you care about global issues and you’re not just a money-grabbing operation, but trying too hard to forcefully create that impression is counterproductive.
The same rule also applies to conception. Standard Life Aberdeen investment house recently changed its name to Abrdn as part of a rebranding aimed at injecting modern quality into the business, and consumers have shown little mercy in their mockery of the name change. . It’s a relatively common trend for young artists and brands to remove vowels from their name by aesthetic decision (the clothing brand Cmmn Swdn, for example), and it was undoubtedly Standard Life Aberdeen that was trying to do so. exactly that with its change. Only this‘is an investment house and not a rap group, so the name doesn’t quite match. There are several ways to alienate consumers more effectively than by falsely presenting your business as something it does.‘is not. At the end of the day, Aberdeen is not a cool, young brand – it‘s an investment house. put on‘t try to deceive consumers. They will sniff you and tear your brand to pieces.
Consumers can be fickle at the best of times. Feelings can turn sour for the smallest of reasons, whether it’s minor social media incidents or unwanted product changes. Alan Jenkins from comments, ‘With such a large and diverse online community, pleasing 100% of consumers is nearly impossible. What companies should do is avoid as much as possible irritating their customers or forming allegiances that alienate part of their consumer base.‘. Brand changes may seem too risky at a time when consumers so carefully choose which brands to buy from, but it is for the same reason that they can be so successful – once consumers decide they want to. love your business and what it stands for, they can be steadfast in their loyalty.
Theo Reilly is a freelance writer and multilingual translator whose goal is to counteract stale writing in corporate blogs. Theo is particularly interested in business and marketing issues related to the online world, web design, exhibitions and events.
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