With the dawn of the New Year, exciting opportunities are in abundance, for both consumers and businesses alike. People everywhere will see new trends, advances in technology and new marketing strategies from the businesses they know and trust.

To keep up with the pace of change, you may want to consider a company rebrand. These work-intensive marketing efforts can prompt new perceptions, attract larger audiences and propel a business to the forefront of their industry, through reputation and name recognition.

Launch a successful rebrand, by taking these aspects into consideration.

The first thing many people think of when it comes to rebranding is a shiny, new logo. During a rebrand, companies often change marketing visuals on both their print and digital marketing and their brick-and-mortar locations, to achieve a fresh, exciting new look. A good rebrand goes  beyond the logo , however.

For an effective rebrand, leaders and creative professionals within the business should start from scratch.  Start with your  customer personas  and who you are trying to attract. Closely examine everything from the visual look and feel of the company, to the services and product lines that are offered, to the very mission of the organization – do they speak to your customer persona? Changes in the mission, vision and goals will inform key characteristics that can be used in marketing – for example, whether the brand aims to be rare and cutting edge, or young and accessible.

Any number of  causes  can lead to a rebrand, but the most successful rebrands have a driving force behind them. Competitors may be overtaking the market with new marketing strategies. The company may be looking to evolve the products and services it offers, the company image or both of these things. The company may need a fresh start, seeking to foster a more positive perception with the public. The change can even be driven by less favorable forces, like a prolonged decline in sales or a large scandal.

Define the driving force and the goals for your business as you begin your rebrand. Then, to get off on the right foot, ensure that everyone involved in the rebranding effort understands how deep the rebranding will go. You can opt for a partial rebrand, if you are simply aiming to freshen up the look and feel of a product line. If you are considering a full rebrand, though, having a clear understanding across departments will help the process go smoothly.

A rebrand may seem like an attractive strategy, regardless of the motivations behind it. While there are several reasons for a business to rebrand, companies can do it for the right reasons and the wrong reasons. Evaluate the needs of your organization and what you are trying to accomplish. Then make sure you’re pursuing a rebrand for the  right reasons.

If the effort is being used solely as a tactic to boost sales, it may not be successful. With a closer look, you may find an underlying cause that you can address, that will also improve a drop in sales or decrease in customers. Business executives who dig deeper, to find what is driving the change within the company, will find more compelling reasons to rebrand.

What’s the end result? You’ll come away with a new brand, to carry all the opportunities of a new year.

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