Como você pode otimizar a experiência do cliente após um rebranding?

There are a many steps you need to implement but the ones below are crucial: 1. Communicate your rebrand clearly. Let your customers know why you are rebranding, what has changed, and what has stayed the same. Explain the benefits of the rebrand and how it will improve their experience. 2. Update your touchpoints and assets. Make sure all of your touchpoints and assets are updated with your new branding elements. 3. Educate and empower your employees. Make sure your employees are familiar with your new branding and can answer customer questions. 4. Listen to customer feedback. Monitor customer feedback. This feedback can help you to identify any areas where the customer experience can be improved

Rebrands and name changes are often wasted efforts if the company won’t change the way it does business to align with the new brand. Companies must focus on changing their behavior and operations — and then communicating those positive changes. Great companies “show” rather than tell. I used to work for a consumer facing F500 company and we often had customer complaints. We on the communications team would talk about how no matter what “spin” we put on the issue, we had operational problems, not PR problems. Today, that same company has fixed many of those operational problems and is doing much better overall. And as a result, they are getting better press, too. Because the PR problems go away when the operational problems are fixed.

Rebranding across your owned consumer touchpoints represents the initial phase, and it's crucial to execute this step with clear communication, ensuring that customers understand the purpose behind the rebrand. However, it's important to recognize that the overall customer experience throughout the entire consumer journey is influenced by various stakeholders, including employees, partners, suppliers, and other intermediaries. These stakeholders should receive training and incentives to effectively convey the rebrand's message to customers. This comprehensive approach ensures that everyone involved is aligned with the rebrand and contributes to a consistent and coherent customer experience.

Communication is essential. However, it needs to be done in a way that the consumer relates to and understands. Help consumers recognize brands with just one glance at brand assets.

Depending on the rebranding goal, the form of communication will be decided, and the old/new brand should be very clearly advertised with each other for a fair period based on where you are selling and the carrying capacity of customers' eyes. Value must be added to the new brand by highlighting an element of quality or distinction, regardless of how old or new the element is If you have a saturated market that is very loyal to the vintage look, focus on the key area of the market that every customer sees as a model to follow. The relaunch of the new format is sure to be huge and loud within this region. A relative questionnaire is required on rebranding for 3-6 months.

I’d suggest to start with physical or offline touch points. Revise printed materials, signage, and packaging. Also, always a plus to ensure that when customers hold your rebranded product, it should feel like an upgraded experience. Otherwise, what’s the point?

Take the opportunity to assess, evaluate and innovate/surprise customer journey. At the moment of a Rebranding, if you bring a touch of a refreshed experience can boost customer loyalty and/or a new opportunity for a brand to enter into customer's repertoire.

Update everything that your customers see or interact with to match your new brand. This includes your website, social media, packaging, signs, and any marketing

Consistency in communication and messaging is the key. So we need a lot of attention to detail to ensure all existing as well as potential touchpoints reflect the new brand identity. Systems have to be established to ensure that none of the old communication and identity is released even by oversight - very important - as that would cause confusion in the marketplace, which is the last thing we want with such a critical exercise!

Spot on! I've seen brands undergo rebranding only to falter in the follow-through. It's not just about adopting a new logo or colors, but achieving a cohesive brand identity. From my personal experience, even the minutest inconsistency can stick out to a keen-eyed customer. But beyond updating visuals, it's essential to breathe life into the brand's new ethos. Perhaps infusing storytelling into these touchpoints can make them resonate more. For instance, behind-the-scenes snippets or narratives about the rebranding journey can be powerful. And yes, technical diligence is a must. Those broken links or glitches? They can undermine the entire effort. A rebrand should be as much about substance as style.

Take a step back and recall what called for a rebrand in the first place. If the goal was to optimise user experience, make sure you always keep that highlighted. In case of an established product, social media can provide a good idea, but not a complete one, about what people have to say. When the rebranding has just been initiated, its easier to make changes if anything doesn’t sit well, with the customers. So, right after the rebranding, gotta stay on the toes!

Yes but….you need to be confident about your rebrand and persist, don’t “change the strategy” out of initial customer feedback. For collecting feedback, define very well which are the KPIs that are really important for you (don’t read all those Tweets where people say your new identity is horrible), but measure pre defined KPIs that have real impact on your business.

Collecting and acting on feedback is a very crucial yet very confusing step. 1. Make sure you collect feedback from the right stakeholders who are your targeted adopters/customers. 2. When customers give you feedback, they may or may not mean what they are directly saying. Decoding this is the most important step. 3. Asking the same question to customers in different ways using visualization techniques is key. 4. Act at the right time i.e. don't rebrand quickly because customers said so, but don't sit and listen to feedback for too long(or they will lost interest in your product). Finding that right balance is necessary.

After a rebrand, the importance of customer feedback becomes paramount. It's about more than metrics; it's about truly listening to our audience. Monitoring metrics such as traffic and conversions provides a framework, but the real depth comes from understanding the qualitative insights of our customers. Gathering feedback via surveys, social media, and testimonials offers a holistic view of how our brand resonates post-rebrand. The crux, however, lies in acting on this feedback. By continuously refining based on customer insights, we cement our commitment to them, ensuring our brand remains attuned to their needs and perceptions, fostering lasting brand loyalty.

This step should be considered beforehand. If you involve your users in the design process the product at launch will be more viable, as users already tell you what they want and how they expect to use it. When the launch is successfully completed, user feedback is crucial for success, but if the feedback is collected and not acknowledged is useless.

Your employees are your first customers. If they are struggling with the rebrand, then your customers will surely be challenged to understand the company's brand and value prop. Employees can be the biggest advocate in conveying the new brand strategy. Don't disregard this important asset when determining how best to reengage with customers.

Teach your team about the rebrand, its reasons, and how it aligns with your vision. Provide role-specific training, emphasize brand values, address questions, and encourage ongoing feedback. Lead by example and offer continuous support.

Rebranding is an organizational evolution that requires both external and internal harmony. The success of a rebrand lies in the understanding and embodiment of the brand ethos by every team member. This internalization is vital. When your team deeply grasps the rationale, nuances, and aspirations of the new brand identity, they transition from being mere employees to becoming genuine brand custodians. By equipping them with comprehensive training and fostering open communication, you ensure that they not only adapt to but also champion the brand's progression. This internal alignment ultimately becomes the bedrock on which the external brand perception stands, solidifying the brand's position in the market.

Competent team is the key to success. Imagine that the employee doesn’t have answers to your questions. Would you trust them and the brand they represent? Most people wouldn’t.

One of the most underrated aspect as it seldom comes under the direct purview of marketing. A marketing leader in the 21st century and specially in the digital-first World should be owning the customer service function. While the promotional aspects, media spends takes care of the external stakeholders meaning the customers, it's also important to align the internal teams with the brand purpose or the rebranding. It will not only instill new confidence into them but also make them believe in the brand themselves. This will heighten the actual customer experience when the team members engage with a prospect at any level. So the marketing folks reading this, pledge to own up the responsibility and engage every member of the organisation.

Once a rebrand is launched, the journey truly begins with continuous observation and strategic recalibration. This ensures that the rebrand remains effective and resonant. By consistently evaluating performance metrics against set benchmarks, a business can pinpoint areas of success or needed refinement. Furthermore, tapping into direct customer insights provides a real-world gauge of the rebrand's impact. In an ever-evolving market, adjusting one's branding approach based on these tangible insights isn't just advisable; it's essential. This proactive, responsive posture ensures that the brand remains agile, relevant, and ahead of the curve.

Spot on. In my own business journey, the post-rebrand phase was as crucial as the rebrand itself. We adopted an iterative approach, consistently gauging our strategy's resonance. A distinct memory comes to mind: post-rebrand, our engagement metrics were solid, but conversions didn't match expectations. Instead of panicking, we dove into the data, collected feedback, and noticed market shifts we'd initially overlooked. We tweaked our approach accordingly, introducing a campaign that better aligned with customer sentiment. This experience taught me firsthand that a rebrand isn’t a one-time event; it's an ongoing dance with market dynamics and customer perceptions. To stay relevant, constant vigilance and agility are imperative.

Revisit your customer journey mapping, ensure that every brand touchpoint has been updated, including those stages that happen outside of the business and on 3rd party platforms or tools. Provide clear, actionable instructions to employees and third party vendors for the removal and replacement of legacy brand assets. Depending on the scale, structure and budget of the business, consider Brand Asset Management tools to systematise and coordinate asset management going forward. For brands with significant heritage, ensure a robust archive and backup system is in place to prevent loss of brand history.

Surprise and Delight: Consider special promotions, discounts, or exclusive content to thank loyal customers for their support during the rebrand. Emphasize Value Proposition: Highlight the ways in which the rebrand adds value to the customer. Explain how the changes will enhance their experience or solve their pain points. Consistent Customer Support: Ensure that your customer support team is well-prepared to assist customers with any issues related to the rebrand. Quick and effective support can mitigate frustration.

Stay customer-focused and agile, watch your competition, mind the legalities, align your supply chain, be crisis-ready, budget wisely, engage employees, track performance, stick to your brand vision, and keep your team happy. These steps make rebranding a breeze.