How to Avoid Mistakes when Revitalizing Your Business's Brand
When you revitalize your brand to address current business and market realities, avoid these most common brand-revitalization mistakes and sail on toward branding success. Mistakes happen when you don't follow these tips:
As the head of your business, lead your brand revitalization effort.
Assess whether your product or your brand experience — and not your brand identity — may be hurting your brand’s esteem in its marketplace.
Enlist experienced professionals to help with research, name development, logo design, trademark registration, and brand communications.
Inform your staff early on about why you’re undertaking a brand revitalization effort.
Understand and protect your current brand assets while you revise your brand for the future.
Introduce and win support internally before you let your revitalized brand story outside the confines of your business.
Reach your most loyal customers, investors, and suppliers with news of your revitalized brand before they hear about your brand changes through the grapevine or through mass media.
Establish a brand management plan that ensures continuous and consistent communication of your brand message and promise across all communication channels and at all consumer touch points.
Introduce your revitalized brand with the fanfare it deserves.