An “honest and consistent” brand promise is a key factor of CPG success. Today’s shoppers are expert in recognising marketing messages that don’t match reality.
Marketing professionals are introduced to a new generation of shoppers who are more informed and capable than their predecessors. Looking at the failure of marketing messages that receive growing distrust, it’s obvious that CPG brands should bring authenticity in rebranding efforts.
If you are unable to effectively reach your target audience, it’s perhaps time to rebrand. However, you have to remember that not every rebranding venture is a great success. Failures have occurred to even major CPG brands while repositioning their organization.
However, by learning about the most common mistakes in rebranding efforts and avoiding them, CPG businesses can enhance their chances of making their rebrand a success. Here are a few of them.
1. Thinking of Only Visual Branding
There is no doubt that the colour, imagery and logo of your brand play an important role in how consumers look at your product and packaging. Nevertheless, rebranding efforts should go deeper than only the visual identity.
Companies should give a thought to their target customers, brand promise, values and many such factors if they want a successful rebrand. Visit https://brandquest.com.au to learn more.
If your staff and customers don’t trust your new brand identity, it’s likely to fail. In the worst case, it could create a dishonest image for your organisation. Your new brand should align with your culture, products and unique values.
3. Failing to Understand Your Customers
The famous statement of Steve Jobs was “customers didn’t know what they wanted.” But, Jobs obviously was aware what aspirant tech users wanted. The most successful rebranding campaigns are designed on intense knowledge about customers’ needs.
In most cases, the best brands know their customers better than they know themselves.
4. Not Giving the Position of the Hero to Your Customer
You should agree that your brand is there solely due to your customers. Without their loyalty and engagement, you couldn’t continue to bring your products into the market.
Hence, it’s not your values and culture that should be the centre of your rebrand; it’s your customer that should be the core of your focus.
5. Not Paying Attention to Behaviour of Customers
While designing a rebranding strategy according to the customers’ feedback is better than a no-data rebrand, it’s not the best way. Keep in mind, actions always speak louder than words.
By using knowledge about how your customers act in stores and their homes, and on social media, you can better align your new brand with their exact needs.
6. Thinking about Nothing But Promotion
Rebranding is bigger than marketing. In a few cases, they may need a company-wide refresh, including training of customer service staff. A successful brand offers a consistently good customer experience at every point from the store to the call centre.
Visit BrandQuest for rebranding strategy that is comprehensive and well-designed.
7. Poor Focus
The most famous brands of the world never try to satisfy everyone. A famous snack brand may deliver natural snacks while another may deliver sweet comfort foods. If your rebrand is devoid of focus, you may lack in your edge.
By highlighting what’s authentically noticeable about your products and culture, you can have a better opportunity to really stand out.
8. Thinking that it’s Unaffordable
While many companies may not have the budget for a million-dollar rebranding venture, it does not at all mean that they can’t obtain the outstanding benefits of rebranding.
By doing a comprehensive assessment and prioritising the most essential updates, you certainly can begin working towards an enhanced brand positioning.
If you avoid these mistakes, you don’t have to worry about whether your rebrand will be a failure. Doing it carefully will always be rewarding.