Rebranding has become something of a global trend in recent years. Everybody has been jumping on to the bandwagon. In New Zealand, Carpet Court has just announced that it will be rebranding under the name 'The Floor Store', Multiplex is changing it's name to 'Brookfield Multiplex Ltd.' and Tower Insurance is also looking to update it's image. I have even seen articles on how to develop your own personal brand.
However, although people seem to get very excited about a change of name or a flash new logo, it has to be remembered that rebranding is about much more than simply changing the logo or altering the company website. As Dave Allen, CEO of global brand agency Enterprise IG says, 'It's the behaviours of your company and its people that form your reputation, and your reputation is your brand.'
When rebranding, business owners should take a long, hard and very honest look at their company and its position in the marketplace. You need to assess what your audiences think of your current brand, where your company stands in relation to other players in the marketplace and how you can position your brand to get where you want to go. It is also important that internal communications are up to scratch so that employees and stakeholders will buy into and understand the new brand.
This is where a good public relations company can prove invaluable. A skilled public relations consultant can help you get to grips with all of these points as well as making sure that your business strategy is well understood when rebranding becomes public. Having a PR company on board also means that all communications with your individual audiences will be as consistent and effective as possible.
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