Re-branding a brand can be difficult. Besides worrying about a new logo, message, or product offering you also have to worry about how the customers will receive these changes. Will they talk in a positive or negative light? Will they think you’ve simply rebranded to freshen things up but in reality are hiding the fact that your offering is dated? Will you fall off the map entirely because your new refresh gets you overlooked among your competition? Will your rebranding make it clearer to the consumer what your brand is about? (Such as in the example above)
Here is a very good tip from an article written about the J.Crew turnaround: “Offer quality products while always looking for new ways to meet customer demands.”
So what does this mean? To me it means that you need to look at your products and ensure that they still offer the customer the safe/quality/hip/etc product they have come to expect from you (unless you’re heading in an entirely different direction and are trying to show customers that your products are not cheap, in which case that’s a whole other mountain to climb…talk to your PR department about how to spin the messaging on that). Then look at how to expand that product offering by including new products. Don’t just jump in and waste time, resources, and money on new products that may not be market ready yet.
As you transition to the new look and feel of your brand, keep a pulse on the demand and what the customers are looking for and need. Keep your eye on competition, talk to customers, learn about what it is that will make the biggest splash. But with the biggest splash in mind, don’t just splash and flop, make sure that the new product(s) you’re going to launch meet the needs of your key customers.