On average, businesses rebrand once every 7-10 years.
Rebranding can be tricky for any business, and even more so when focusing on retaining customers. It’s a common concern that a rebrand will alienate customers, driving them toward competitors. As such, you want to take the right approach when rebranding your business so that your customers will remain loyal.
For a rundown of how to maintain customers when you rebrand your business, keep reading.
Explain Your Decision
You want to start by communicating to your audience and explaining your reasons for rebranding. It may be a change in direction, a merger, or simply a refresh, but whatever the reason, you want to let your customers know what it is. Doing so will help them understand why you’re choosing to rebrand and how the changes will help.
Be Transparent
Be clear with your audience about what changes will be happening, and the effects that they’ll have. Share details about the new branding, such as the logo, colors, and messaging. This will give your audience a better idea of what’s going to happen and will help them feel more comfortable with the change.
Get Your Customers Involved
The key to retaining customers is maintaining relationships, and one of the best ways to do this is to involve them in the rebranding process. Ask for feedback and opinions on the changes you’re planning on. This will make them feel more invested in the process, helping to build trust, and it can provide you with some better ideas.
Keep Your Business the Same at Its Core
A rebrand can bring a lot of changes, but there are certain things that should stay as they are. You might be updating your branding, but it still needs to remain the same business underneath.
You want to keep the values and services that your customers know and love. This will help to reassure customers that, despite the changes, the company they’re familiar with will still be there.
Make It a Smooth Transition
With such a large change to your company, a lot can happen in a short amount of time. You can make the process smoother by rolling out your new branding gradually instead of doing it all at once. This will give your customers more time to adjust, and you can deal with any issues that arise more easily.
Communicate the Change in Multiple Ways
You probably have several ways of communicating with your customers, so make sure you use all of them to explain the rebrand. This could include your website, email, social media, in-store signage, and any forms of advertisement you use. Doing so will ensure that both old and new customers are aware of the changes that are coming.
Your Rebrand
Rebranding is sometimes necessary, but if you do it right, it will be a success. Communicating with your customers, getting their input, and clearly explaining why you’re rebranding will help you retain customers throughout the process.
Exigent Creative Solutions is a full-service branding and communications agency. We can help streamline your rebrand to ensure customer retention. To find out more about our services, click here to contact us today.
