Rebrand to Boost Business, Lead Your Market, and Knock Out the Competition

Today, as the economy barely registers a pulse in some industry sectors, your first thought might be to hunker down. Wait it out. See what develops.

But actually, what makes sense is counter-intuitive: When buyers are few, they choose the market leader to serve their needs. They stock up on the best known brand and invest in the one that is most trusted. The companies who successfully project those attributes will win the business when business is scarce. They’ll also bounce back faster than the competition when the economy recovers.

So ask yourself: How well does your organization project a compelling brand image that communicates your leadership? Your brand identity is critical because it builds awareness and loyalty by engaging intelligence, imagination and emotion.

That’s why rebranding is a smart move in any economic environment. Maybe you just took over the family business…or the industry you work in is changing at the speed of light. Perhaps your customer base is confused about what you deliver…or you need to project more professionalism to play with the big boys. Never has there been a better time to rebrand to grow a loyal customer base. You can bank on it.

5 Reasons to Rebrand Now

The tougher the times, the more important it is to project the professionalism and currency that market leaders embrace. While no organization intends to end up with an outdated logo or a fractured market presence, the pace of change can leave even a solid organization looking wobbly to its customers. Here’s a short list of some of the ways that rebranding can deliver big dividends…

1. Net new customers by setting the industry standard.

“We weren’t looking for a new logomark, but it became clear that we needed one,” explains Kathy Cilia, director of marketing and members services for American Medical Technologists. “We wanted our high professional exam standards to be better recognized in the industry and also wanted to project a personality that reflected energy, currency, and quality.”

As a non-profit organization that certifies more than 40,000 allied health professionals in five-plus fields, AMT’s rebranding goals also included creating a consistent identity and streamlining production for more effective communication. A new logo, color palette, templates, style guide, and image library provided a springboard for a more aggressive advertising campaign and trade show presence to become better recognized among key target audiences.

The feedback? “Nobody likes change, but even members who were really attached to the old logo love our new look,” explains Cilia. “The energy, color, and sharp clean lines definitely attract newer people coming into the profession.”