In the last post we talked about the imperative factor which drives a brand forward – the power of people, your customers can either make or break you. So, before you move on to the next phase of rebranding, make sure you have formulated your strategies catering to your target audience.
In our next step we will focus on how you can surprise your customers with rebranding. By surprising, I mean give them something they never expected, something out of the box, something which was always there but never came out in a much bigger way it should have been before. Let’s give them a surprise element, showcasing the unique selling point(USP) of your brand.
Unleash your Unique Selling Point
Now, when you have explored what the customer wants, it’s time for you to introspect and find out what is that, which makes you the best and the first choice of the customer in the market. This typical situation of revamping your brand comes with two main challenges:
Firstly, discovering that specific quality which gives your brand the edge over similar players in the market is quite a challenge. You may call it the brand essence, but do not mix it with your brand vision/mission. You can follow the vision/mission but what your brand essence is to identify what your customers want to feel about your product/service. For example, the vision of a leading ecommerce company is ‘pioneering the needs of online retail services’ and they fulfil it through selling cheap yet quality products, with timely delivery and that’s their brand essence!
On the other hand, the second challenge is to do the correct mapping between the past and the present, taking extra care on what exactly your audience loves. It’s quintessential for you to scrutinise what your service/product offerings, key selling points and business model and pick only those who would fit into the new you and bid goodbye to ones that must be left behind. I’m sure that you will discover fresh new elements which prove to be the best for your newer brand presence.
Follow this mantra and I’m quite sure that the unleashing of your brand new identity will be a huge success!
Coming up next is the 3rd & the last step to make your Rebranding a huge success!