I just read a terrific article by Chris Crum at Small Business Newz entitled “Thinking About Rebranding Your Business.” In it, Chris offers some incredibly valuable information about the mistakes business owners often make when rebranding, as well as links to other resources. He also focuses on something I believe is especially important…Not forgetting about your current clients and customers when you rebrand. Otherwise you might just lose them.

Words to take to heart for sure.

I’ve been through a successful rebrand in my own business, and as a small business Practical Marketing Consultant, I’ve run across tons of small business owners who’ve decided to rebrand. Oftentimes for the wrong reason…Or perhaps I should say, without a good reason.

Anyone considering rebranding needs to take a step back and ask themselves two, important questions…

“Why do you want to rebrand your business?”

And,

“What exactly do you hope to accomplish by rebranding?”

Rebranding simply because you’re tired of your current logo or colors is NOT a good reason.

I once had a chiropractor client who wanted to change his business name, logo and colors (from healthy, happy green and yellow to formal, austere black and gold–the colors of funeral homes and lawyers.).

Why? Because he was tired of it all ((Of course he was…He sees it every day!). And, because he had seen a lawyer’s sign in those colors and thought they looked slick.

Worst of all, he had no plans to even send out a letter to his current clients announcing the changes.
How many people would have driven by his office, seen the new name, sign and colors, and assumed a new chiropractor must have moved in? I know I would’ve.

Bottom line…If you don’t have a good reason to rebrand (expansion of products or services, surveys saying your brand doesn’t resonate with your target market, you’re going after a new market, etc.), you also don’t have a good explanation to offer your current customers or clients.
You must let your clients know what’s changing and why. They’re used to your old brand, so the new one may come across as just that–new. They need a reason for rebranding that make sense and ideally shows how it is linked to other improvements that matter to them. People remember, and are excited by, the prospect of more benefits.

The last thing you want (in most cases, at least) is to lose your current clients because they think you’ve moved, or sold, or got bought out.
So think carefully before you begin the rebranding process. Then create a plan for making the change AND communicating it to your current client base. You’ll be more likely to see good ROI from your efforts if you do.

Have you been through a rebranding? If so, I’d love to know how it went for you and if there’s anything you’d do differently if you had to do it over again.

Please share your thoughts by leaving a comment below…

Read Chris’ entire article here.