6 Profitable Methods for a Profitable Rebrand – FranchiseWire

Awakening Your Model: The Artwork of Crafting a Memorable Makeover

Your model is extra than simply your brand and your colours. It’s your id, and it must be conveyed persistently and continually.

Your model just isn’t what you say it’s, however what your prospects say it’s.

In case you haven’t reconsidered your model’s place on the planet for some time, it could be time. You probably have the identical advertising and branding in entrance of shoppers since earlier than 2020, please contemplate a refresh. To your prospects and potential prospects, the world has modified twice in three years. 2020 was extra like a dozen years in the past.

Advertising companies have a protracted historical past of being just like the cobbler’s youngsters who haven’t any footwear. Each company I’ve labored for previously 20 years has mentioned, “New web site? Yeah, we should always do this quickly. Model refresh? Certain, however we’re too busy with our prospects’ advertising.”

Timing a Rebrand

The timing isn’t excellent, however the evolving panorama within the franchise area demanded that my crew ought to deal with a model refresh in 2023. Once I joined the franchise improvement advertising company Model Journalists early within the 12 months, I informally surveyed a number of franchise professionals and located totally different opinions of what the agency did finest. Some mentioned creating franchise improvement movies; some mentioned constructing franchising web sites. These have been each proper, however just a few individuals mentioned issues we’ve by no means accomplished. Or they didn’t find out about issues that we really do commonly. It was time to re-explain ourselves persistently and continually.

It began with planning our personal web site refresh to give attention to our 4 key franchise improvement companies (movies, web sites, lead technology, and fractional gross sales). It grew to a bigger redefinition of our choices, focusing much less on the previous and extra on the imaginative and prescient of franchise improvement sooner or later. This included a brand new feel and appear that integrated our inner nickname, Brand J. By the way in which, utilizing our nickname got here by the use of an sudden LinkedIn submit from one in every of our favourite purchasers who sooner or later used the hashtag #brandj. We preferred the way in which it felt.

In case you’re weighing a rebrand on your franchise within the close to future, listed here are six methods that may enable you to make it a win.

1. Assess Your Model Voice

Has your mission developed? In case you’ve been in enterprise greater than 5 years, contemplate updating your mission and the rationale WHY you’re in enterprise. Upon getting that labored out, your model’s story will likely be simpler to inform.

For instance, everybody is aware of Nike’s inspirational model messaging and well-known slogan, “Simply do it.” Having a recognizable model voice makes your model extra recognizable and engaging. A survey accomplished by Contently, discovered that 61% of persons are extra probably to purchase from firms that ship distinctive content material and elegance of communication.

2. Be Able to Abandon Outdated Concepts

“Our model has all the time seemed like this” is irrelevant to your subsequent group of shoppers or franchisees. This can be time to shed your pores and skin and develop.

3. Get Everybody Concerned

Whereas your head of selling might take the lead on the rebranding challenge, and the CEO might have the ultimate say on the feel and appear, get enter from all workers, advisors, and positively out of your franchisees.

4. Keep on a Timeline

It’s simple to say, “This isn’t mission essential,” and postpone your rebranding challenge in favor of day-to-day enterprise. However there’s by no means going to be additional time for an additional challenge. Construct out a timeline and keep on activity.

5. Make Prospects A part of the Rebrand

As soon as accomplished, your crew, franchisees, and prospects might wish to rejoice. Allow them to! It’s nice to be part of a constructive change with a model they love.

6. Don’t Panic Over Unfavourable Suggestions

There may additionally be no celebration at first. Your stakeholders and followers is probably not thrilled with a brand new look. If it takes a while for them to get comfy with a brand new look, it means they’ve been invested in your model. Change is tough.

Rebranding just isn’t a one-size-fits-all answer; it’s a nuanced mix of artwork and science. It calls for a deep understanding of {the marketplace}, your prospects’ habits, and your individual strategic imaginative and prescient.