3 tips to ensure a happy rebranding process
Written by Niki Juhasz
There’s something in the air – maybe it’s spring, maybe it’s a renewed sense of energy and purpose. Whatever it is, we’re seeing more and more organizations starting renaming and rebranding processes this year. Rebranding can help you better connect with your audiences, or, if done incorrectly, harm your brand and mission.
That’s why we’re sharing three tips to consider as you begin the process – with a specific focus on renaming!
Start with strategy.
So, you’re considering a rebranding campaign, starting with a new name.
Why?
This should be your very first question, and one you can easily answer before you dive into the rebranding itself.
As with all major communications initiatives, it’s important to start with the strategy. Think through why you need the change, what you hope to accomplish and, perhaps most importantly, how it will make your target audiences feel. Consider if you have the time, energy and people power it takes to pull it off successfully, too.
During this process, remember that rebranding when you already have a strong brand that connects with your audiences can hurt your organization. For example, orange juice giant Tropicana lost about $20 million in sales after rebranding without considering their audiences’ experience closely enough – forcing them to revert to their original branding.
Make it meaningful – and easy.
From your new logo to creating a full launch plan, rebranding is a huge campaign – and it all starts with the name. As you think about new names, consider options that are:
Easy to say. Have you ever had the experience of trying to say a phrase or term out loud that you’ve only ever read? (Katie shares a particularly embarrassing example of pronouncing “faux pas” as “fox pass.”) Same thing applies to organization names. You don’t want to cause confusion or embarrassment because your audiences don’t know how to pronounce the name. You definitely don’t want to prevent them from referencing you simply because they could accidentally say the wrong thing.
Simple to spell. Band names are famous for this. Think: Chvrches. Uncommon spellings or eliminating vowels make it harder for your audiences to find you online, hurting your visibility. Imagine a big-level donor searching your name incorrectly and giving up because it’s frustrating!
Memorable. Everyone can relate to feeling uncertain about how many letters there are in an acronym (for example, ARPA). If using an acronym, ensure the acronym helps further the issue. Some classic examples are K.I.D.S. (Kids in Distressed Situations) or M.A.D.D. (Mothers Against Drunk Driving).
Relevant. The best names are recognizable and meaningful. Have you ever heard of the tech companies Red Hat, Citrix or Pendo? Do you have any idea what they do? When your name doesn’t immediately resonate with your audience, you’re missing a huge branding and relationship-building opportunity.
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Get feedback from your stakeholders.
Once you settle on finalists, do a quick scan to make sure the name isn’t already taken. Check the website domain, Google and social media. You want to be sure that you can own the digital properties you’ll need.
Next, give them a test run with stakeholders from your key target audiences. Ask questions such as:
Do they understand the meaning?
How did they pronounce it?
Do they like it? What do they like and dislike about it? What are its connotations in other cultures? In pop culture? (Urban Dictionary is a good, if sometimes deeply unsettling, resource here.)
How does it represent your history? Is it sending the message you would like to send to your audiences about where you’ve been and where you would like to go?
Your brand identity – from your name to tagline to logo – is your first introduction to your most important stakeholders. By approaching it with strategy and centering your audiences, you can ensure you’re building a strong brand that helps you accomplish your mission
