Like we talked about yesterday, brands have a lifecycle.
As in anyone’s life, the life of your brand will include a great deal of change.
And, changing your brand can be tough…just like change is tough in any situation, but change is the only constant in life.
Like managing your brand’s life cycle, you must be prepared to manage your brand for the changing environment that surrounds it.
Here are a couple of ideas to help you make sure you managing the process of change successfully:
1. Understand why you need to change your brand:
You should never go willy nilly into a rebranding effort. Rebranding and brand change should be something that is well thought out and can be successful, but does come with risks.
So to successfully manage change in your brand life cycle, you have to understand exactly why you need to change your brand to begin with.
Is your brand underperforming?
Are there variables in your current branding that keep you from maximizing your potential?
Whatever it is, you need to be clear about why your brand needs to change.
2. Have a clear understanding of what you want to achieve from a brand change:
Anytime you undergo a change you must be clear about where you are going.
Like any great project, you need to understand the why behind what you are going to undertake.
And, when you are dealing with a brand change, you need to know why you are changing and what you are going to change.
3. Have a plan to implement your change:
You should always have a plan in the back of your mind because change is inevitable.
Because change is inevitable, you should always be planning ahead and have an idea of what the first steps you are going to take to mitigate any initial challenges you are dealing with in your branding.
Then, you should quickly be able to pull together some other ideas and plans that will drive your brand forward from there.
What you should never do is try and wing it when you brand is undergoing change.