How,good,rebranding...when,nec marketing How to do a good rebranding...when it is necessary
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
I start from the end: when it's necessary. Conditions a so awkward andimportant process is undertaken have to hold good. They can consist ina basic customers decrease, in a sales lowering or, for example, in anew technology introduction. No matter what they are, you cannot make arebranding just for the fun of changes.Granted that, and believe me that it was not obvious, I will now list aseries of mistakes many managers do, according to my experience.Rebranding with no research. A new positioning canbe done only through a careful analysis of what you are compared toyour competitors but above all studying your clients. The brand is basically a logoThis is a typical and maybe the most serious mistake among those listedbelow. A brand is what consumers think about your company and what youconvey to them with your brand. It's a set of values that identify acompany, not simply a graphic sketch almost agreeable. Re-designingyour logo could be helpful to show a change in progress, but rebrandingis definitely something else.Do not exploit the current brand equity Why doing it. If we are on the market so somebody purchases ourproducts, it means that we are chosen for our brand values. Deny themit means running against them, against our customers. We must ponderour change extent, but we will return on this topic later, because inmy opinion it's our key issue.Hanging on its own historyIf from one hand it's true that it must not be a twisting, from theother one we cannot stay still and apparently quiet for what we havealways been. Our brand idea was maybe based on market conditions notexisting anymore and denying means to deny what market demands.Passing from doing to not doing, my current objective is to explain you how manage a rebranding process of your company.Set your brand current positionWhat makes thedifference from your competitors, how and what you conveyed to themarket. It means deeply investigate on reasons that move your customersto purchase your products and not least, trying to analyze and describeit as much as possible. Assume a change not a revolution!Having clear identification values, think of a re-positioning allowingto pinpoint new ones without denying the old ones. As I mentionedabove, this is the secret of a wise rebranding: introducing changeswithout loosing what is steady. It means to consider how much a brandcan change without loosing its constitutional power. Unique and pivotalAlways confer to your brand peculiarities to distinguish it from othermarket brands, in order to make it considerable for your target. Interact with everybody!Try to notify each component of your company and make them agree withyour decisions. Do your best to make the market aware of your newvalues through products and communication. Rebranding is a real step that companies need because of the market dynamism. In one sentence I would say that it means to pass from how market rank our company to how market should rank it.
How,good,rebranding...when,nec