Maintain and Ongoing Redevelopment

Ongoing redevelopment is important for all companies. It’s no good coming up with a great branding concept 30 years ago, but not updating it to suit industry changes and design…

Ongoing redevelopment is important for all companies. It’s no good coming up with a great branding concept 30 years ago, but not updating it to suit industry changes and design fashion. Equally, there is no point redeveloping a brand for the sake of it. There are many questions to ask before going ahead with a rebrand, and here are a few examples:

  • Why are we rebranding? What is the intended goal of the rebrand, maybe there has been a fall in sales.
  • Is the target audience still the same? Over a period of time the target users may change based on fashion, for example, brands that are seen to be environmentally friendly is currently in favour.
  • Is the brand telling an up to date story? Business core values might have changed.
  • Are the brand associations still correct? Was your brand once associated with luxury goods, but now associated with cheap, unreliable goods?
  • Is the rebrand evolutionary or revolutionary? Small changes are evolutionary, whereas huge changes are revolutionary.
  • Is this rebrand a long term or short term solution? Is this rebrand going to be how you want to be seen 30 years into the future?

Ongoing redevelopment should regularly be considered by brand or marketing managers to keep a business current. They need to be aware of all the places that your branding exists, from logos to business cards, websites to flyers, stationary to tv adverts. On top of that, they need to think about how long the rebranding will take. It’s likely that the bigger the organisation, the longer the timescale. Managers also need to be wary of the consequences. If customers were attached to your original branding, you may receive some negative feedback on the changes, and potentially income.

Ongoing redevelopment should be publicised once complete, both internally and externally. Keep internal employees up to date by using effective version control, and ensure external stakeholders, such as customers, are aware of the rebrand so it is still recognisable.

If you feel like ongoing redevelopment is a weakness if your company, get in touch with Monster today to find out how we can help.

 

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