If your company needs rebranding and you decide to take this step, talk to your current and potential consumers first. Many have taken this step without consulting their own consumers, and the results were not favorable.
First of all, when you choose to rebrand, create several options/variations of visual elements that, preferably, can connect the desired image with the brand’s past. If many designs are created, reduce their number, keeping those you consider most representative (it would be optimal to let them choose between 2-3 variants).
Now comes the research part… Why do research? Because you are not the target market, and your opinions can be totally different from those of your customers. You might think a logo is perfect for the company, but the audience doesn’t accept it, and thus all the effort put in “crumbles.”
So, as I was saying, research is necessary. After choosing the design variants, you need to organize a series of focus groups (with different consumer segments). Thus, through these, you will be able to find out the public’s opinions about the chosen options and how suitable they are for use in rebranding.
Some companies found, following the research conducted, that the design chosen by consumers was not among the top options selected. In these cases, if research had not been used, all the effort put in would have had consequences that are hard to bear.
After conducting the focus groups, a quantitative research study is recommended to validate the results obtained and to be sure that the investment in rebranding is not in vain.
To avoid a rebranding mistake, TEST and TALK to the target audience, both by using qualitative research and quantitative research.
Using focus groups to test advertising materials or different designs is a commonly used practice, but many agencies do not take one last step to validate the results.
Rebranding Strategy
Focus groups are used for exploration and guidance, but they cannot provide definitive/concrete answers. They should not be used to draw final conclusions, but to understand better. To find out more about using focus groups, read the article dedicated to them.
MKOR Consulting has extensive experience in conducting focus groups. We offer you the opportunity to “talk” and find out, from your customers, all the information and opinions they have regarding your brand and the market. The only thing you have to do is tell us.
