gpk电子游戏官网重塑是每个强势gpk电子游戏官网自然循环的一部分. But how do you know when to rebrand your business?

在疯狂的gpk电子游戏中,这些危险信号常常被淹没了. And even when you do notice them, 做出真正开始重塑gpk电子游戏官网的决定并不容易.

那么,你怎么知道什么时候该打电话给gpk电子游戏官网代理公司呢?

CONTENTS

In what follows, we’ll look at exactly what we mean by a rebrand, why a rebrand is so important for your business, some of the top signs it’s time to rebrand.

gpk电子游戏还会看看一旦你决定冒险,你应该迈出的第一步是什么. Let’s get started.

What is a Rebrand?


gpk电子游戏官网重塑是指重塑公司或产品在人们心目中的形象. A rebrand can include the reinvention of everything from a brand’s name and tagline to its logo and visual identity to its website and marketing collateral.

The most effective rebrands start with research 转化为当前的gpk电子游戏官网认知,包括内部和外部利益相关者的认知.

研究阶段的数据可以告知策略或 brand positioning 根据客户需求和市场机会,重新定位gpk电子游戏官网的阶段.

只有在研究和策略之后,gpk电子游戏官网重塑才会进入身份认同阶段, 一个gpk电子游戏官网的视觉和语言身份在哪里被重新想象.

Visual identity includes logos, colors, typography, photography. Verbal identity includes 的名字, taglines, messaging.

The identity phase typically culminates with the redesign of a website and/or marketing collateral, 然后在最后阶段引入世界, brand activation.

Why Rebrand?

ignyte branding signs it's time to rebrand
So, why rebrand in the first place? The reasons to rebrand are myriad. First of all, a strong brand makes it more likely your customers will choose your product or service over the competition.

Strong brands attract more customers, at a lower cost per acquisition, who are willing to pay more, will buy more often.

The foundation of true customer loyalty, strong brands deliver more revenue, more efficiently and reliably, generating more shareholder value in the process.

Not only does a strong brand build brand equity它还有助于吸引和留住公司下一个最有价值的资产:员工.

但不幸的是,即使是最强的gpk电子游戏官网也有保质期. Due to the vagrancies of the market, the shifting priorities of customers, 以及其他无数世俗的力量,不受任何同伴的控制, 一个gpk电子游戏官网只有5到10年的生命力.

这就是为什么重塑gpk电子游戏官网对于任何企业的成功都是如此重要.

当你理解了重塑gpk电子游戏官网的诸多原因后,问题就不再是“为什么重塑gpk电子游戏官网”了?” but “why haven’t I done this sooner?”

记住,这不是你的公司是否需要重塑gpk电子游戏官网的问题,而是何时需要重塑的问题.

12 Signs It’s Time to Rebrand

So, how do you know when it’s time to rebrand? While the timing differs for every business, there are a few telltale signs a rebrand is necessary.

1. Your brand name no longer reflects your brand vision

ignyte branding signs it's time to rebrand

重塑gpk电子游戏官网最明显的标志之一就是gpk电子游戏官网名称不够理想. It happens. 15年前看起来不错的gpk电子游戏官网现在已经不能代表gpk电子游戏了.

有时,文化背景的变化会改变名字的含义. 有时候这个名字并不适合这个gpk电子游戏官网的下一个版本. 如果拉里·佩奇(Larry Page)和谢尔盖·布林(Sergey Brin)没有远见改变谷歌最初的名字, gpk电子游戏都将BackRub作为浏览器的默认主页.

不管是什么原因,你不应该让gpk电子游戏名字成为gpk电子游戏官网本身的累赘. A strong name is the foundation of your brand story. It’s your brand’s calling card that appears front-and-center on every touchpoint your customer engages with. gpk电子游戏名称应该是独特的,与众不同的,最重要的是,要让人印象深刻.

如果您决定重命名,您可能会发现它比看起来要难. 除了找到一个独特而有意义的名字这一艰巨的任务之外, 商标审查和URL研究面临着相当大的挑战. Following a proven naming process can help ensure your new name checks all the boxes.

2. 你不好意思把名片或网址递给别人

ignyte branding signs it's time to rebrand

We see this a lot. 如果你拿名片的时候有点畏缩, 或者,如果你觉得你的网站应该附有需要更新的免责声明, it’s probably time for a rebrand.

After all, if you’re embarrassed about your brand, 很可能你组织中的其他人也感到尴尬, 这对外部晋升和内部士气都是一个很大的拖累.

Being embarrassed about your brand doesn’t always indicate the need for a comprehensive rebrand. 可能gpk电子游戏的视觉和/或语言标识只是需要刷新.

Mainly a cosmetic solution, a brand refresh is a re工具ing of your brand’s look and feel. 当它保持gpk电子游戏DNA或基本市场地位不变的时候, 尽管如此,一个gpk电子游戏官网的更新可以对一个停滞或过时的gpk电子游戏官网产生强大的影响.

3. 你没能在竞争中脱颖而出

ignyte branding signs it's time to rebrand

另一个知道何时重塑gpk电子游戏官网的方法是当gpk电子游戏开始变得和其他gpk电子游戏官网一样时.

说到底,gpk电子游戏官网就是要有竞争力的差异化. But you’d be surprised how many companies are unable to communicate—or even identify—their key differentiators.

当你没有清晰地表达微分函数的时候, 销售和业务增长可能极具挑战性. It’s important that both your employees and your customers understand why your brand is superior to the competition.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

gpk电子游戏官网重塑可以帮助你识别和重新定义你的关键区别,包括你的 competitive advantage:你比任何竞争对手做得更好的一件事. 你的竞争优势是将gpk电子游戏与其他gpk电子游戏官网区分开来的标志.

At the end of the day, no competitive advantage is as powerful or sustainable as a strong brand. A strong brand enables you to compete whether you have a tangible advantage over your competitors or not.

4. Your brand has become overly complicated or diffuse

ignyte branding signs it's time to rebrand

Is your brand experience scattershot or confusing? 它是否感觉像是没有统一gpk电子游戏官网叙述的大杂烩? If so, it may be time to rebrand your business.

Keeping a brand focused over time is challenging, 特别是对于那些有许多利益相关者相互竞争的大型组织来说. 不管这是盲目增长的结果,还是仅仅是一个管理不善的gpk电子游戏官网 lack of brand focus 对gpk电子游戏有效性提出了严峻的挑战.

Unfocused brands often resort to diversifying their offerings or outright copying the competition. 它们的特点是,价值命题很弱或不明确,而且普遍缺乏相关性.

gpk电子游戏越复杂,客户就越难理解. 如果gpk电子游戏的复杂性让你的用户目光呆滞, 也许是时候退一步来简化和专注了. 而gpk电子游戏官网重塑是获得这种观点的唯一途径.

5. Your business model or strategy has changed

ignyte branding signs it's time to rebrand

当你的商业模式或战略发生变化时,就是你重塑gpk电子游戏官网的另一个标志.

As we’ve seen recently, 你不能总是预测外部力量会迫使你的业务发生变化. 但当你的商业模式或战略改变时,gpk电子游戏也必须改变. The way your company is perceived by those it serves should always align with the way it operates behind the scenes.

当改变gpk电子游戏以适应业务的根本变化时, you should start at the foundation: your brand compass. 任何全面的gpk电子游戏官网重塑都要从巩固公司的目标开始, vision, mission, values.

Why does your company exist? Where is it headed? How will it get there? Which values define your company culture?

明确阐明这些指导原则是任何gpk电子游戏官网重塑的起点, 特别是那些受到商业战略改变的启发. Your brand compass provides a foundation for your brand’s many other components and charts a course to your brand’s future success.

6. You’ve outgrown your brand

ignyte branding signs it's time to rebrand

知道什么时候重塑gpk电子游戏就像意识到gpk电子游戏已经过时一样简单.

Even if you’re meticulous with brand management在美国,总有一天gpk电子游戏会超越最初的迭代. It’s not a question of if, it’s a question of when.

When rebranding to accommodate for growth, you don’t have to leave all of your old brand behind. While there are likely weaknesses in your brand, 你也有可能希望继续利用的优势.

在你重塑gpk电子游戏官网之前,衡量这些优势和劣势的最好方法之一就是使用gpk电子游戏的产品 Brand Report Card 工具, a simple way for you to score your brand on 10 attributes shared by the world’s strongest brands.

With insights from the Brand Report Card in tow, 你可以确保你的重塑gpk电子游戏官网集中在gpk电子游戏正在挣扎的领域, while strengthening the areas where it shines.

7. You’re undergoing a merger or acquisition

ignyte branding signs it's time to rebrand

一个确定无疑的标志是,如果你正在进行合并或收购,是时候重塑gpk电子游戏官网了. Mergers and acquisitions almost always involve rebranding at some level.

In any acquisition, it’s important to look at how the acquired brand fits into the brand architecture of the acquiring entity. Too often, businesses fail to think this through, 导致两个gpk电子游戏官网都遭受了随之而来的困惑.

With mergers, brand architecture is equally important. 确保新合并gpk电子游戏官网之间的最佳关系, products, services prevents redundancy, inconsistency, confusion, cannibalization. These types of costly inefficiencies can undermine the ultimate value of a merger or acquisition.

连贯的gpk电子游戏官网架构对任何公司的业绩都至关重要, 尤其是那些涉及并购的公司. Rebranding with a meticulous focus on brand architecture is the best way to ensure the lasting success of all the entities involved in the transaction.

8. 你已经离开或扩展了原来的地域

ignyte branding signs it's time to rebrand
Another sign of when to rebrand your business is if you’ve moved or expanded beyond the city or state where your business started.

地区企业在面临扩张时,往往会面临gpk电子游戏官网重塑的现实. 如果gpk电子游戏名称与它的诞生地点有关,那么重新命名可能也是合适的.

Regardless of your brand name, though, 向一个新地区的扩张总是会带来新客户的未知需求. 而了解新客户需求的唯一方法就是 customer research.

As the foundation of a comprehensive rebrand, in-depth customer research allows you to pinpoint the unique challenges of the audiences in your newly defined territory.

The insights gleaned from customer research ensure that your rebrand isn’t just a creative exercise, 但是,以证据为基础的方法旨在满足精确定义的目标受众的需求.

9. 你需要将gpk电子游戏与负面的认知区分开来

ignyte branding signs it's time to rebrand

Another sign of when to rebrand is that you need to disassociate your brand from a negative image.

These days it doesn’t take much for a word or concept to take on devastatingly negative connotations. Thanks to social media, 政治上的失误和商业上的失礼可以像野火一样蔓延开来, 把一个曾经无害的gpk电子游戏官网变成一个真正的烫手山芋.

在这些情况下,重塑gpk电子游戏官网通常是最简单和最有效的补救办法, beginning with an internal brand audit to assess where and how deeply the associations run.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

A comprehensive audit of your brand’s many touchpoints will provide important insights into precisely where the negative perceptions lie.

Negative associations aren’t always as dire as those that faced Phillip Morris—who famously rebranded as Altria to counter the profound negative associations with smoking—but they can be difficult for a company to untangle itself from, nonetheless. 重塑gpk电子游戏官网通常是前进的唯一可行途径.

10. You’re struggling to raise your prices

ignyte branding signs it's time to rebrand

何时重塑gpk电子游戏官网的一个明显迹象是,你正在努力提高价格.

如果你的产品或服务的市场价格似乎无可救药地固定, despite the rising costs of materials, a rebrand can be an effective way to break free.

因为gpk电子游戏官网最终归结为消费者的认知, 你所提供的服务的价值深深扎根于你所服务的人的心中. Rebranding gives you the power to redefine the value customers place on your offerings—and raise your asking price accordingly.

Time and again, research has proven the ROI of branding. 强大的gpk电子游戏官网盈利能力更强,拥有更多的股权,售价也更高.

这是因为强大的gpk电子游戏官网不仅仅是时髦的商标和巧妙的口号. 与实力较弱的竞争对手相比,它们的定价能力明显更强.

强势gpk电子游戏官网所拥有的定价权有助于它们主导各自的市场, revitalize underperforming assets, insulate against competitive threats. 定价能力能像其他市场因素一样推动增长.

11. You’re trying to connect with a new audience

ignyte branding signs it's time to rebrand

Today it’s Gen Z; tomorrow it’ll be Gen Alpha. There’s always another generation hot on the heels of those currently spending money in the marketplace.

如果你想吸引新盈利用户的注意, it’s probably time to rebrand your business.

Fostering brand loyalty among new customer segments starts with ensuring your brand is relevant to their needs. Rebranding allows you to incorporate brand tracking into your revitalized branding efforts.

With brand tracking, you can monitor the motivations, preferences, needs, 并根据新老客户的购买习惯,调整自己的gpk电子游戏官网体验.

毕竟,紧跟人口变化趋势是一项好生意. The last thing a savvy young demographic wants is to associate itself with the stodgy brands of their parents’ generation. A rebrand lets you redefine yourself with the goal of reaching these new and untapped audiences.

12. You’re not attracting top talent

ignyte branding signs it's time to rebrand

重塑gpk电子游戏官网的最后一个迹象是,你未能吸引到顶尖人才. 毕竟,最好的人才都想在最好的gpk电子游戏官网gpk电子游戏.

如果你在招募顶级候选人来发展你的业务上遇到困难, it might be because your employer brand isn’t up to snuff. 重塑gpk电子游戏官网可以让你重新定义gpk电子游戏,而不仅仅是为了你的客户, but for your current and future employees as well.

A strong employer brand will attract the most motivated and talented folks from the competitive job pool. It will help to ensure you’re interviewing candidates who are aligned with your values and ready to deliver on your brand promise.

A rebrand focused on your employer brand is one way to start attracting candidates who will turn into spirited employees that positively contribute to company culture and foster trust among coworkers and customers alike.

So, You’ve Decided to Rebrand. Now What?

ignyte branding signs it's time to rebrand

一旦你决定要重塑gpk电子游戏官网,就会有 a few important things to keep in mind. 如果你打算投入时间和金钱来重塑gpk电子游戏官网,那么正确的做法是值得的.

Get Leadership Buy-In

It’s critical that upper management understands the value of rebranding and is willing to play an active role in the process. 最具影响力的gpk电子游戏官网战略是从上到下设计和实施的.

Build the Right Internal Team

你为重塑gpk电子游戏官网而组建的内部团队几乎和你的团队一样重要 branding agency you hire. Ideally, you should include representatives from leadership, marketing, sales, human resources.

Define Your Goals, Budget & Timeline

为你的重塑gpk电子游戏官网设定具体的、可实现的目标和一个现实的目标是很重要的 timeline and budget. Cost and time are different for every rebrand, depending on the size and complexity of your business.

Find the Right Branding Partner

为重塑gpk电子游戏官网做准备的最重要的步骤之一是 choosing which agency to partner with. 理想情况下,你会希望找到一个既擅长战略执行又擅长创意执行的机构.

The Takeaway

这是每个企业在某些时候都会面临的一个问题:你如何知道何时重塑gpk电子游戏官网? 不管他们是明目张胆还是躲在暗处, 重塑gpk电子游戏官网的迹象随处可见.

通常,第一个迹象只是想知道是否有必要重塑gpk电子游戏官网. 有一件事是肯定的,重塑gpk电子游戏官网是任何业务增长的自然组成部分. It isn’t a matter of if, it’s a matter of when.

无论什么最终会迫使你去找一家gpk电子游戏官网公司, 你可以放心,你的决定是正确的. 随着gpk电子游戏官网重塑带来的可衡量的利益, the investment is likely to pay off many times over, for years to come.

Editor’s Note: This post was originally published in September 2015 and has been updated with additional insights.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

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A prolific blogger, speaker, columnist, 布莱恩在设计和gpk电子游戏官网方面拥有超过十年的经验. 他为《gpk电子游戏》、《gpk电子游戏》和《gpk电子游戏官网季刊》等出版物撰稿.