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Company Rebranding Can Be A Success

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By Author: Larry Chandler
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All organizations must evolve as time moves along. Doing the exact same thing, the exact same way will lead to stagnation and lost revenue. Every company has areas that can be improved. The process of company rebranding can be profitable if approached in the proper manner. Here are a few guidelines for making the change a success.

Establish the Mission

An organization should start by identifying its weaknesses and strengths. The mission can then be appropriately centered around those strengths. It is vital to keep two things in clear focus when embarking on a business rebranding 1. Determine what need will be filled or what problem will be corrected and 2. Establish the need/problem as a mission.

Accept Change


Some tactics or tools that were formerly a perfect fit may no longer be applicable or even relevant. For instance, the facsimile machine became almost a necessity for companies that needed to exchange information quickly and easily. However, with the advent of email and instant message systems, fax machines have grown ...
... antiquated. Don't resist the tides of change; embrace them.

Examine the Entire Market


It is important to understand the entire marketplace, not just one segment. For instance, an athletic shoe manufacturer could look at runners, soccer teams or football teams to see who might be interested in their product. However, a bigger picture would take in to account the clothes these athletes wear, their accessories and their gear. Understanding all phases of the market, rather than one niche or element, will help provide guidance from where change is coming.

Get Feedback


Talk to a wide range of people about your services or products. Get input from employees, suppliers, experts and customers. Learn from them what they think your company is doing well and what needs improvement. Is it easy to contact your business? Do you offer a fair price? What is the attitude of the employees towards a problem? All of this information can improve your business rebranding efforts to make sure you address problems that can be fixed and also continue to provide the service or product that people appreciate the most.

Examine the Competition

It is important to look at the competition to understand what other companies are doing as well as to see what they may be missing. When you find out from your customers and employees that they wished a company provided a service or product, take this into account when looking at the competition. It might be a case where a need has been established but nobody has stepped up yet to fill the need. The business rebranding could therefore focus on being the first company in the area, or industry, to finally offer a solution that has been longed for by the market.

Changing a company, especially one that has been profitable, can seem like a risky proposition. However, remaining the same in an ever changing world can be riskier. Undertaking a business rebranding with the right information and goals in mind should help the company to evolve and flow with the sway of customer demand.

Larry Chandler is a freelance writer for The Merz Group a specialist for business rebranding, product rebranding and law firm branding. Learn more about their branding strategy and success at Themerzgroup.com.

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