The customer should always be the focus of a rebranding campaign, says Larry Mersereau, owner of PromoPower and author of Stand Out, in Rebranding Road Map.
Due to increasing consolidation, channel blurring and product expansion, many companies feel the need to refresh their image or create an entirely new identity. However, without a customer-focused rebranding strategy, these efforts may not be successful.
“When people think about branding, they tend to think about themselves, meaning their company,” says Mersereau. “But it doesn’t matter what makes the company wonderful for you; what’s important is what makes it wonderful for your customer base."
The key to rebranding success is focusing on why customers choose to buy from you and how the outside world – not just the C-suite or board of directors – will embrace the change, he says.
Read more about how to successfully reinvent your company in Rebranding Road Map.