Wie können Sie Ihr Unternehmen erfolgreich umbenennen?

A summary of how to successfully rebrand your business: - Define your rebranding goals: What do you hope to achieve by rebranding your business? - Research your target audience: Who are you trying to reach with your new brand? - Redefine your brand identity: This includes your brand name, logo, tagline, colors, typography, and overall visual identity. - Reposition your brand: How do you want your brand to be perceived in the market? - Communicate your rebrand: Let your customers and community know about your rebrand! - Track your results: Once you've rebranded your business, it's important to track your results and fine-tune your messaging to better align with your new positioning.

Having been on this journey with clients, rebranding is a journey of introspection and action. First, understand 'why' you need the change. Is it to reach a new market or reflect evolved values? With a clear purpose, gather feedback from stakeholders—clients, employees, and partners. Dive deep into your brand's strengths and weaknesses. Then, partner with a creative agency or professionals to brainstorm ideas. In my case, updating the logo, website, and marketing materials was essential. During rollout, communication was key. Inform everyone about the change, the reasons, and how it benefits them. Monitor feedback post-launch, and be prepared to make adjustments. Remember, consistency in branding is crucial.

A thorough brand assessment is like cleaning out your attic; you never know what forgotten treasures (or hidden cobwebs) you might find. Start by looking at your brand's current standing – its strengths, weaknesses, and market perception. Gather feedback from customers, stakeholders, and employees. Remember, this isn't an exercise in self-affirmation. Brutal honesty is crucial, even if it stings a little. This step will help you understand what needs to be changed and what golden nuggets of your brand can be polished and retained.

I think the first step in assessing your brand and defining your rebranding goals are 1. Who is your target audience 2. Do you truly understand who they are, where they hand out and what their pain points are 3. Be brutally honest, are you actually genuinely serving those pain points and ensuring you are standing out by excelling in doing that 4. Are you looking to the future pain points that they may have and providing solutions for those as well. 5. Are you messaging them in the appropriate places, with the appropriate messages

Rebranding is an opportunity to capitalize on the brand journey, on the captivating tales have been experienced by the brand, with diverse layers and characters weaving their way into the identity since its inception. Now, during the rebranding process, it's crucial to draw in those layers provided by the audience and the experiences that have shaped the brand over the years. For e,g a brand might have had British roots, emanating a sense of classic heritage. The founders of the brand, whether divergent or convergent in their thinking. Over the years the brand may traverse through various destinations, drawing inspiration and or may have encountered a transformative confluence leading to a metamorphosis in the character of the brand.

With the inventory of your brand in hand, it's time to chart your course. Are you rebranding to reach a new audience, differentiate from competitors, or reflect new business goals? Whatever your reason, it should be clear and precise. Remember, a good goal isn't "We want to be cool" – it's more like "We want to appeal to the younger, tech-savvy demographic that values sustainability." Get specific, and you'll have a solid foundation for your rebranding venture.

I am a bit hesitant to focus on SMART goals for rebranding. SMART goals are great to define, communicate, align, and monitor action steps to execute a plan. The purpose of rebranding is to create a new brand that has to meet a few criteria (use Keller's Brand Equity Pyramid Model): 1. Brand Identity: A company should define what it stands for and what it offers its customers. 2. Brand Meaning: This involves establishing brand meaning in the minds of consumers on two levels: performance and imagery. 3. Brand Response: This is how customers respond to the brand identity and meaning. 4. Brand Resonance: At this level, customers feel a deep, psychological bond with the brand.

We have recently re branded our training division and can say that we fully absorbed ourselves with our vision and values. Its a great way to look again at your authenticity and what you stand for - it also gives you great confidence to reach out and explore the market, gain insights, build conversations and lead with integrity

Just as a lighthouse guides a ship through the fog, SMART goals guide the rebranding process and reduce ambiguity. But remember, your goals should be intrinsically tied to your brand promise and core values, not just business objectives. For instance, if you're rebranding to improve your reputation, investigate why it declined. Perhaps there's a disconnect between your brand promise and customer experience. If it's to reach a new audience, ensure this doesn't alienate your existing loyal customers. Ultimately, your rebrand should be more than a fresh coat of paint—it should reflect a deep strategic alignment with your brand purpose and promise.

Now comes the fun part – designing your new brand identity. This isn't just about picking pretty colors or a funky logo; it's about creating a visual and verbal identity that resonates with your rebranding goals. Your new identity should clearly communicate your brand personality, values, and promise to your target audience. It's a bit like getting a tattoo – it's going to stick around for a while, so make sure it accurately represents who you are (or want to be).

I think and with all these things, you need to understand why you are rebranding and if it is necessary. Also something I have worked very well is get your customers and target audience involved in the rebranding exercise. Explain to them what and why you are doing and get their feedback. Show them a few options of what you're thinking, run a competition or a poll to see which ideas are most popular. You an get a ton of engagement doing this on social as well as get some great insights from your target audience. You then have real time feedback and can offer discounts to everyone who takes part

It's important to differentiate between brand identity and brand positioning however. The 'Identity' elements are typically items like logos, colors, sounds, Gekko-like characters, even type-face elements. The 'Positioning' is the "how we are different and better to the competition" concepts. Arguably, the Positioning should come first, to inform the Identity elements.

Too often, companies focus on creating a new logo or tagline, which is only one of five important steps (Knapp 2000). 1. Brand promise: What does the brand stand for? How is the brand positioned vis-à-vis other brands? 2. Brand strategy: How do you manage different brands? How to create brand carriers? And how do you connect with the other brands? 3. Brand encoding: This means that a certain brand has a logo, some colors, and a certain visual attached. 4. Brand cultivation: How do you fill a brand with life? How do you make sure that employees in a company live the brand? 5. Brand advantage: How do you ensure that the brand you’ve created is nurturing your relationship with the customer and creating a sustainable competitive advantage?

A well-executed rebrand requires significant resources. It's not merely a logo update or color scheme change; it's an entire organizational shift. This means investing in updating every touchpoint - from your website and social media to signage, product packaging, and other branded materials. Skimping on any aspect of the process can lead to a disjointed brand image, creating confusion among your stakeholders and weakening brand equity. It's akin to renovating only half of your house - it just doesn't work. Be prepared for the depth and breadth of commitment needed. If the necessary investment can't be made immediately, it may be worth considering waiting until enough resources are amassed to ensure a thorough and effective rebrand.

Planning your rebranding launch is like choreographing a dance – every move should be meticulously coordinated. Determine when and how you'll unveil your new brand identity. Will it be a grand reveal or a gradual transition? How will you communicate the change to your stakeholders? How will you address potential confusion or backlash? Proper planning ensures your rebrand doesn’t stumble right out of the gate.

Your target audience is the lifeblood of your rebranding. When planning the rebranding launch, your messaging should be crafted around their needs, expectations, and the value your new brand will offer them, not your re-brand. Remember, rebranding isn't about you but about how you can serve your audience better. Address their potential concerns proactively and make them feel a part of your journey. Choosing the right channels for communication is crucial too. Where does your audience spend time? What platforms do they engage with? These questions should drive your channel strategy. Rebranding without considering your target audience's perceptions can lead to a disconnect between your brand's promise and your audience's expectations.

This is it – time to pull the curtain and introduce your new brand identity to the world. Everything you've worked on now comes to fruition. However, don't just drop your rebrand like a mic and walk off the stage. Monitor reactions, address questions, and be proactive in explaining the reasons behind the change. Execution isn't the end of your rebranding journey. It's the start of a new chapter in your brand's story – a story that will continue to evolve with your business.

Always remember, if it isn't simple enough, it will not work the way you envision. Simplicity should be one of, if not the most important, brand drivers used as part of the launch Strategy. There's only one way to get everyone on the same page: Simplicity of concepts.

Setting up a process to collect feedback is crucial to diving into the information and tweaking the brand in ways that will be helpful. Putting in place this process will allow you to evaluate all of the feedback you receive in a way that's easier to work through. I would also strongly recommend responding to all of the feedback in a positive manor. Customers love knowing that their voice is being heard. So engaging with them will help strengthen your relationship with them.

The steps are exactly the how, what and why. Exact steps myself and my team follow to rebrand businesses in the turn around process of a failing business.

There is an inherent connection between the brand and the company culture: How do you fill a brand with life? How do you make sure that employees in a company live the brand? Cultivating a brand that all employees embrace is probably the most demanding and rewarding part of the brand management process. Fortini-Campbell argues that corporate culture is at the center of brand cultivation. The following five dimensions need to be addressed: hiring and assessing employees, cultural storytelling, job design, rewards and incentives, and, finally, leadership (Michel/Duke: Real Impact Marketing, 2022).

To the article's credit, we have to revisit many things in the organization for the brand to represent the organization today. I have gotten feedback from various stakeholders, engaged an outside group to help us workshop and go through what our current goals and values are, and be open to changing what has worked for the past several years. If there is a willingness to go through the process with alignment, the outcome can be very successful and relevant to the people we serve in our business. Good luck out there!