Diane Lefrandt shares some common mistakes that companies make when deciding to rebrand, and how to avoid them at all costs.

1. Rebranding Mistakes
that Could Cost You
Diane Lefrandt

2. Rebranding your business can
bring with it monumental
benefits, but there are many
mistakes that can be made
along the way. Be cautious of
these common rebranding
mistakes, and avoid them at all
costs to help your business save
face – and money.

3. DITCHING THE
DEMOGRAPHIC
Your current customer base is
a great place to gain
insight into your brand, to
determine what changes to
make. Gaining customers from
a different audience than your
existing demographic is
always great, but rebranding
specifically with the intent to
appeal to a different audience
can cause backlash with your
current loyal demographic.

4. FIXING WHAT ISN’T
BROKEN
If a product, logo, mission, internal
process, or another aspect of your
brand is working, don’t mess with
it. Often times, loyal customers do
not react well to change.
Consumers like consistency when
it comes to the quality of the
product or service that your
business provides. This is another
example of when consulting with
your current customer base is a
great way to gain insight on what
does need changing, and what is
better left alone.

5. IGNORING THE END RESULT
The measure of the success of
the rebrand should be
determined in the planning
phase before it even happens.
You should be specific as to
what the goal of the rebranding
is, and how that can be
measured once it is done. A
savvy business owner will devise
both long term and short term
goals to measure after
rebranding.

6. Thank you!
Diane Lefrandt
All photos from Unsplash