Why Baby Steps to Rebranding Are More Effective.

Baby steps are a recommendation (not always well-received) we make before engaging in any activity that can result in catastrophe. Yet, when it comes to the steps to rebranding, many companies put the pedal to the floor, trying to get the project completed as fast as possible. 

These brands insist on leaping without a functioning bungee cord. But why? Wouldn’t you want to prepare yourself before committing to any costly and potentially ruinous rebranding efforts? So we ask: Do you want to completely overhaul your brand and spend 50 percent of your future revenue on a rebrand with zero proof it will perform well in the market? Good luck with that! Just like sorting out pay stubs at the end of a payroll period, skipping careful steps in rebranding can lead to expensive headaches later.

For those of you who’ve decided to proceed more cautiously, we might suggest that you change your brand image incrementally and test each change for its impact on existing and new customers. And for the rest who are still itching to get your rebranding efforts over and done with, either because your organization has been around for many decades or there have been indictments you’d prefer the public to forget, here are a few reasonable considerations that might help to change your mind in favor of the gradual yet more successful rebrand.

Why Take Baby Steps To Rebranding

Developing any level of brand awareness takes hard work where you are sludging uphill trying to gain traction in the market. Even something as small as a brand refresh can cause you to slide back downhill rapidly, costing you significant awareness and money! Here’s a look at several concrete reasons why baby steps to rebranding are the right move. 

You can test the efficacy of your rebrand strategy

Testing is critical to any CPG marketing strategy, and slowly rolling out design, new logo, or brand identity changes will act as the final leg of your extensive research processes.

When you do not take time for a brand audit and competitive analysis and jump feet-first into a total rebrand, you never give yourself a chance to gauge how existing customers might take that rebrand. If you anticipate a drastic rebrand, a slower start could allow you to collect valuable feedback from your target audience. People always post helpful tips and sound business advice on TikTok, right?

You could alienate your public with a sudden and dramatic change

You rebrand risks confusing your loyal consumers if you suddenly unveil your logo rebrand or image reconfiguration. Remember, there is a reason your customers have stayed with you throughout your brand’s existence, and if you stray from the identity that your public has come to trust without attracting new enthusiasts, you will lose brand recognition and head straight for disaster.

Of course, if the core reason for your rebranding campaign is to get your public to forget your questionable business habits, then by all means, confuse away.

Gradual rebranding is a natural evolution; sudden rebranding is a trend-grab

Every organization changes and grows throughout its lifecycle; everyone accepts that. Packaging materials change; new technologies cause product-use to differ from how they once were; certain ingredients in food products become sought-after, or the general public avoids them. Brands that change due to growth rather than desperation are inherently more trustworthy.

When you unveil a drastic new brand identity, logo, and packaging structure to an existent brand, it appears to the public that your organization is pandering to a specific demographic out of a misguided desire to seem relevant and “hip.” Jumping onto packaging design trend that do not align with how consumers perceive your company negatively impacts brand consistency. 

It’s more cost-efficient to rebrand systematically

Whether it’s a partial rebrand or complete rebrand, an overhaul to your messaging and visual identity isn’t cheap — the fees from a reputable packaging design company are worth the investment, but you should not rush the process.  

While we recommend having a rebranding checklist, this doesn’t necessarily have to begin with a logo or packaging change; it can start with a new social media strategy or promotional campaign. When you open yourself up to new demographics and see which are the most receptive, you can tailor your rebranding efforts to suit the consumers most likely to make the efforts worthwhile.

Read More: 21 Valid Reasons For Rebranding A Company

You allow yourself to gauge whether you are leading or following with your rebrand

The most effective rebranding campaigns have been the campaigns that have led the market rather than followed it. Ask yourself, why is rebranding essential for your brand? Are you responding to trends within your niche, or have you noticed a market gap you could fill? Allow yourself to assess what problem you think your rebrand will solve.

Furthermore, gradual rebrands allow companies to modify their culture, identity, and brand personality from the inside out. Slapping on a new brand identity when your organization remains the same can be fatal to the rebranding efforts.

Rebranding can easily be a years-long undertaking, but it doesn’t have to be a huge struggle. If your branding motives are pure and your company culture is on board with the image you are trying to project, your efforts will be successful. Of course, if changing your brand identity is essentially to capitalize on the cupcake trend, you might want to rethink your strategy.

Steps to Gradual Rebranding

So, you’re sold on the “why” for gradual rebranding, but you’re scratching your head on the “how,” huh? Don’t worry; we’ve got you covered. Here’s a step-by-step guide that’s as straightforward as a PowerPoint slide-but way more fun.

Step 1: Self-Assessment and Market Research

Before dazzling the world with your new brand image, you need to know your brand like the back of your hand. What’s the buzz on the street about you? Are you the brand that people love to hate or hate to love? If you don’t know, find out. Do some fundamental research; Google yourself if you must.

What you learn through CPG market research clarifies how to position your visuals and brand messaging specifically for the target audience. Creating a successful rebranding campaign by identifying and conducting market research is nearly impossible in this data-driven world. 

Step 2: Internal Discussion and Team Alignment

This isn’t a one-person show; get your team on board. Lock yourselves in a conference room with enough coffee and donuts to feed a small village, and don’t come out until you’ve dissected every “aha” and “oh no” moment from your research. Unity is vital; you don’t want Jan from accounting sabotaging your grand rebrand plans. Speaking of accounting, rebranding is also a strategic moment to evaluate your back-office operations. Many growing companies use this transition to streamline administrative functions like payroll outsourcing services, building a stronger operational foundation that supports the new brand direction.

Go over everything that can impact the rebranding project, from your current and future brand architecture to identifying ways to optimize your brand positioning for the target audience. Review your existing brand guidelines to discuss the most important aspects of recall and memorability.

Step 3: Develop a Rebranding Strategy

You’ve got your data and team spirit; what’s next? A game plan for the rebranding process. Figure out what needs a face-lift. Maybe your logo looks like a toddler, drew it, or your mission statement is as inspiring as a tax return. Prioritize what will have the most significant impact on your brand strategy and start there!

Step 4: Consult Professionals

No, not your therapist, although you might need one after all this. I’m talking about the branding big guns. A rebranding agency that knows how to package your brand like a Christmas present. Shop around and compare services, but remember: you get what you pay for.

Step 5: Test Small Changes

Don’t go painting the town red just yet. Test your new brand colors, fonts, or logo on a smaller scale. Let’s update one product packaging design and run consumer tests to determine its impact before going further. Baby steps, remember?

Step 6: Solicit Customer Feedback

People love to talk, so let them. Send out surveys, ask for opinions on social media, or host focus groups if you’re brave. This is your chance to discover if your rebrand is more beautiful than beast. But remember, solicited customer feedback is often jaded, as existing customers have a predetermined feeling about your brand. It’s better to perform brand testing for a new audience within your target market. 

Step 7: Go All In On Implementation 

So the feedback is in, and you’ve got two thumbs up, five stars, or any other metric showing approval for your brand assets. Now is the time to go all in. Your rebranding launch is where the baby steps end, and you put lighter fluid on the fire. 

Step 8: Monitor and Tweak

Watch. Analyze. Optimize. Rinse and repeat. Look out for customer reactions and be prepared to make quick pivots. Even in the case of a complete overhaul, your brand isn’t written in stone; it’s more like wet cement, and there may need to be some shaping over time. 

Step 9: Maintain Consistency

Whatever changes you make, keep it consistent across the board. Nothing screams “identity crisis” more than a brand that can’t recognize itself. Dedicate your team members to ensuring brand consistency across all aspects of the rebranding effort. 

Step 10: Assess and Celebrate Success

Look at you, making it to the finish line. Check the metrics; if they’re good, give yourself a well-deserved pat on the back. If not, well, there’s always room for improvement, right? Remember, rebranding is about much more than a facelift or new way to communicate; it changes a company to the core, reaching all the way to your brand purpose. 

Data-Driven Brand Development With Guaranteed Performance

Are you ready to take your brand to the next level? SmashBrand, a brand development agency, guarantees performance predictability. Our team of experts conducts extensive research, designs stunning visuals, and rigorously tests all products to ensure peak shelf performance. Book a consultation with our team today, and let us help you achieve your branding goals.