Rebranding Your Business in the New Year
The New Year brings a renewed desire for a fresh start. For business owners, it can be a great time to rethink their branding. The New Year is a time for new budgets and new strategies that sometimes include a new identity. While rebranding is not something that should be done without serious consideration, the New Year may be a good time to do so.
If you’re thinking about rebranding your business in 2016, here are a few things you should consider.
As new groups step to the forefront, they are bringing buying power and new consumer trends. Until recently, many brands marketed primarily to the Baby Boomers. However, these individuals are reaching the age where they are spending their fixed incomes on essentials, and they may not be your best target audience.
Studies indicate that by 2017, millennials will be spending $200 billion each year. If you aren’t marketing to them by next year, there’s a strong possibility that you will have missed your chance. Appealing to a new demographic is one of the most compelling reasons to rebrand your business, and ensuring that your brand is relevant to millennials could be the key to ensuring your long-term success.
A successful brand is so much more than your business’s name and logo. Your brand is your identity, and rebranding means an opportunity to give your business a new identity. Your brand’s identity should have a personality, interests and values.
Your brand needs to be personified in a way that is inviting to both your pre-rebrand customers and your new customer base. Strategically planning your brand’s personality allows you create whatever customer experience you desire.
One of the most noticeable touchpoints during a rebrand is the tone of the new brand’s communications directly to customers. For consumers, there is often a sense of betrayal when a business undergoes a rebrand and tries to reach a new audience. The way you communicate the changes of your rebrand to your existing customers will determine your success in keeping them.
To avoid neglecting your existing customer base, you need to be certain that you communicate in a manner that lets them know that the values that have drawn them to your business will not be lost during the rebrand. Ideally, you should make your existing customers feel at home with your new brand while getting them excited about the forthcoming changes.
Rebranding Your Business in 2016
With the final day of 2015 just a few short weeks away, many people are rushing to complete holiday shopping and plan personal budgets for the New Year. As a business owner, now is a good time to start thinking about what direction you want your business to take in 2016 and whether the right time for a rebrand is now.
If you do decide to rebrand this year, The Print Connection can help. From professional graphic design services to help you create new logos, letterheads and much more to professional digital and off-set printing services for your marketing materials, we can help you breathe new life into your business and reach new customers in the New Year. To learn more, call 303-779-1420.