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1、TOP7FOR A SUCCESSFUL REBRANDTIPS23INTRODUCTIONTOP 7 TIPS FOR REBRANDINGIdeny Important Rebranding TriggersApply a Disciplined Rebranding FrameworkDeploy a Stealth Brand LaunchLead with the Brand,Not Just the Logo and TaglineRigorously Test New Branding ConceptsSolicit Brand Input Beyond the C-SuiteA
2、nchor the New Brand to Customer Expecta onsiDID YOU KNOW:3 OUT OF 5 chief their corporatebrandtheir(World Economic Forum,Fleishman-Hillard)765421Businesses with strong brand equity are able to drive increased revenue,retain loyal customers,and capitalize their market share.Today,a strong brand is mo
3、re important than ever as companies are forced to compete with an increasing number of players,heightened customer expectations,and limited budgets and resources.A solid brand presence can give a company an edge over its competitors.However to be effective,brands need to ensure their brand equity is
4、 not only strong,but aligned with current market and customer needs and reflect any recent changes in the company.To ensure your brand is positioned to support your business,it might be time to conduct a rebrand.IN THIS EBOOK,we will count down the seven most important tips thatcompanies should cons
5、ider when undertaking a rebrandand share takeaways on how to ensure success.2023 Hanover Research CORWP0223 2023 Hanover Research CORWP02233IDENTIFY IMPORTANT REBRANDING TRIGGERSKnowing when to rebrand can be extremely challenging.Set clear triggers to indicate in advance when a rebrand should be in
6、itiated.Often the most difficult part about the rebranding process can be determining when a rebrand needs to happen in th e first place.Continuous longitudinal monitoring of brand awareness,perceptions,and attitudes are key to establishing a barometer of overall brand health and can indicate if cus
7、tomers or the market are demanding changes.Additionally,establishing key trigger points for when a rebrand should take place,such as the addition of a new product line,ensures business processes and protocol are in place for initiating rebranding discussions.Completing a merger or an aCquisition int
8、roduCing a new produCt or serviCeFaCing a new Competitor or produCt spotting Changes in CustomerdemographiCs experienCing a dip in market share exploring a new market or demographiCConFronting an extended period oF negative publiCity7Rebranding triggers 2023 Hanover Research CORWP02234APPLY A DISCIP
9、LINED REBRANDING FRAMEWORK Rebranding is a multi-step,multi-stakeholder process.An established rebranding process is key to ensuring a successful outcome.Once a company has decided to undergo a rebrand,it is important to establish a set rebranding process and adhere to it.Rebranding is a complex und
10、ertaking that requires significant time and resources,and often involves multiple teams,internal stakeholders,and outside agencies.Establishing a set procedure that all key stakeholders are aware of and have bought into will ensure that the process runs smoothly and that key components are not overl
11、ooked.6TYPICAL REBRANDING PROCESSContinuous tracking enables long-term benchmarking and documenting of brand changes.Monitor51Brand AuditThe company reviews current brand messaging and assets,evaluates the competitive landscape,and begins determining what branding changes are needed.New brand Identi
12、ty DevelopmentThe company determines the new components of its brand identity.23The brand is interpreted into visual and written components,marketing and advertising campaigns are created,and the new components are refined and tested.Refinement and Materials CreationLaunchThe new brand identity is r
13、olled out in all marketing materials,sales proposals,deliverables,and communications.4Each companys process will be slightly different,but generally,it begins with a brand audit,followed by new brand identity development,refinement and materials creation,the launch,and concludes with ongoing monitor
14、ing.2023 Hanover Research CORWP02235DEPLOY A STEALTH BRAND LAUNCHA soft launch to key stakeholders pressure tests new branding concepts and generates momentum before the full-scale launch takes place.Almost all brands contain two key stakeholder groups that are ripe candidates for a soft launch:empl
15、oyees and engaged customers.Employees can become a companys staunchest brand ambassadorsadvocating the new branding and messaging to customers and strangers.Likewise,key customers should be kept in the loop as well.Preview certain new branding assets with them like changes to product nomenclature,se
16、rvice offerings,packaging,or new website designs.Including them not only serves to further strengthen their bond with the brand,but also creates a cohort of external brand endorsements that will help to ensure a successful brand launch.5Convert employees into brand ambassadors by creating a Brand Am
17、bassador Working Group.This team should include a cross-section of employees from various departments and experience levels.Keep this group engaged throughout the rebranding process and solicit their feedback on messaging,new visual concepts,and preview any rebranding campaigns with them.Once launch
18、ed,this team will become critical advocates for the rebrand across the company and to customers and prospects.SOFT LAUNCH TIP:ESTABLISH A BRAND AMBASSADOR WORKING GROUPSALES DIRECTORPRODUCT LEADTALENT MANAGERBRAND MANAGERACCOUNT MANAGERVP,MARKETING 2023 Hanover Research CORWP02236LEAD WITH THE BRAND
19、,NOT JUST THE LOGO AND TAGLINESuccessful rebranding ini tiativ esrequire a cultural sh ift in t he organization that includes the creation of a new corporate brand identity with a personality,values,and traits.Often,a rebrand is thought of as simply the creation of a new logo and tagline.While certa
20、inly the most visible outcome of a rebranding process,logos and taglines should be created as the result of a thoughtful rebrand,rather than the primary driver behind it.Simply adding a new logo while continuing to deliver the same value in the same way will do nothing to address the underlying issu
21、es that made the brand update necessary in the first place.Successful rebranding requires the development of a new corporate brand identity.This involves careful examination of positioning,messaging,and value proposition statements for all core audiences,and an understanding of how that translates a
22、t every level of the company,from customer service to advertising campaigns.Once an overall corporate brand personality has been established,creative assets that reflect the new brand identity can be developed.4BRAND PROMISE:An essential statement of who you are and what makes you stand out in the m
23、arket.VISUAL IDENTITY:Includes the company logo but also the visual“feeling”of your brand(i.e.,Apples minimalist style and Coca-Colas use of the color red).BRAND VOICE(OR PERSONALITY):What yousay and how you say it.Do you sound casual and relatable?Or are you smart and authoritative?ESSENTIAL ELEMEN
24、TS OF A CORPORATE BRAND IDENTITY 2023 Hanover Research CORWP02237Visual identity and packaging resonateLogo and messaging are intuitiveMessaging is not offensive or obscureMarketing and advertising campaigns resonate with the audienceCustomers are recalling your brand and messages accuratelyYour bra
25、nd and messaging are persuading your audience to take a desired actionRIGOROUSLY TEST KEY BRANDING CONCEPTSEach component of the rebranding process should undertake comprehensive testing to ensure effectiveness.A rebrand involves significant time and resources,and a failed rebrand is a costly mistak
26、e.A rigorous testing protocol can ensure that:3IMPORTANT BRANDING TESTSATTITUDE&USAGE ASSESSMENT:Measureshow audiences view your brand and productsKEY DRIVERS:Focus groups can revealkey drivers behind brand perceptionMESSAGE TESTING:Tests effectiveness of newvalue propositionPACKAGE TESTING:Tests ef
27、fectivenessof new package designsPERSUASION:Tests if messages enticecustomers to take a decisive actionRECALL:Tests customers abilityto remember key messages 2023 Hanover Research CORWP02238While its easy to allow branding decisions to be made solely by the C-suite,it is important to gather meaningf
28、ul feedback from employees and customers to guarantee a successful rebrand.The C-suite is an important stakeholder in the rebranding process,but in a rebrand,input beyond the leadership level is key.Companies should always seek input from three key groups:CustomersProspective CustomersEmployeesThese
29、 groups are critical to providing a wide variety of inputs and experiences that the C-suite and other stakeholders can use when evaluating a brand update.They also form an early coalition of brand ambassadors,without which your new brand can fall flat.SOLICIT BRAND INPUT BEYOND THE C-SUITE2HOW TO GE
30、T INPUT:Conduct Focus Groups with employeesSchedule In-depth Interviews with customersDeploy Brand Awareness and Perception Surveys to employees,customers,and previous customersWHEN TO GET INPUT:Some parts of the re-branding process require more input than others.Be sure to involve these groups in t
31、he brand audit phase of the rebranding process as well as the refinement and testing phase.QUICK TIPS ON BRANDING INPUT9ANCHOR THE NEW BRAND TO CUSTOMER EXPECTATIONSA rebrand that achieves alignment with customer expectations can expand market share,reach new audiences,and retain and delight existin
32、g customers.The most important tip in our rebranding countdown is building the brand based on the expectations of customers.Do they expect your company to be smart and reliable?Warm and friendly?If your brand is misaligned with these expectations,customer satisfaction and churn will dramatically inc
33、rease.Whats more,customers perceptions of your brand do not exist in a vacuumthey are informed by the larger landscape of your competitor and adjacent brands that make up the entire market.1BRAND ALIGNMENT FRAMEWORK 2023 Hanover Research CORWP0223Step one:Understand Customer NeedsDetermine how the c
34、ompany is positionedin the eyes of the customers.Evaluate longitudinal brand perception surveysto determine where changes should occur.Create buyer personas to determine the keychallenges and needs of customers,and map your brand value back to them.Survey lost customers,or customersof competitors.St
35、ep Two:Factor in the competitive landscapeEvaluate and benchmark againstcompetitors to reveal pricing,product,andmessaging differences.Interview customers of competitors.Compare brand preference betweenyourself and customers.Identify market leaders and understandtheir value proposition.Scan for pote
36、ntial market disruptors.Companies can best assess customer expectation through an analysis of customer feedback and satisfaction levels as well as a thorough examination of the current competitive landscape to understand their position in the context of the market.It is important to note that some c
37、omponents of a brand,such as a color or logo,are considered critical to a brands identity by customers and should not be changed.It is crucial that these elements are identified and maintained independently from the rebrand.2023 Hanover ResearchCORWP0123We leverage a deep understanding of your busin
38、ess challenges to provide critical intelligence that helps you uncover new opportunities,minimize risk,and accelerate growth.ABOUT HANOVER RESEARCHOUR BENEFITSDEDICATEDExclusive account and research teams ensure strategic partnership EXPERT200+analysts with advanced multiple methodology research exp
39、ertisePh.D.M.B.A.M.Ed.M.Phil.M.P.H.M.S.M.A.J.D.B.A.B.S.Ongoing custom research agenda adapts with organizations needsFLEXIBLEEFFICIENTAnnual,fixed-fee model shares costs and benefitsOTHERPROVIDERSFEES#OF PROJECTSOUR CORPORATE SOLUTIONS ANALYSISDrive growth and outperform competitors through targeted
40、 exploration and analysis of hard-to-quantify markets.y Market Entry Strategyy Market PenetrationStrategyy Trend Analysisy Market Share Identificationy Market Segmentationy Merger and AcquisitionOpportunity Analysisy Competitive AnalysisPRODUCT LIFECYCLEOptimize each stage of a products lifecycle fr
41、om ideation,development,launch,and marketing.y Product LifecycleManagementy Product Developmenty Product Portfolio Reviewy Package Designy Pricing Strategyy Product Message Testingy Channel Strategyy Customer NeedsAssessmentCUSTOMER EXPERIENCEUnderstand the complex customer journey to pinpoint probl
42、em areas and uncover opportunities for high-impact improvement.y Voice of the Customery Consumer Decision-Making Processy Customer Segmentationy Customer NeedsAssessmenty Buyer Personay Customer Satisfactiony Customer Journeyy Lead Scoringy Pathway to PurchaseBRAND STRATEGYIdentify and measure the most important metrics for assessing brand and cultivating effective messaging.y Brand Equityy Brand Awarenessy Brand Perceptiony Brand Trackingy Brand Development andPositioningy Content Marketing10LEARN MORE: Wilson Boulevard 4th Floor Arlington,VA 22203 202.559.0050