When my web analytics team told me I had 12 thousand hits on my website using the keyword “rebranding” I was blown away. Sure, I knew many organizations and associations were in the midst of redefining their brand, but this level of interest did catch me off guard.
As a result of learning about the volume of inquiry regarding rebranding, I sat up, listened, and got excited! I decided to do a deep dive into the subject to learn more about rebranding and what people are saying about it. Here is what I found to be the major drivers for this massive rebranding trend.
The Customer Drives the Marketplace
We know that the customer has always been in charge of their decisions. What is different today is how the Internet has empowered customers to know more about making purchases and to react to buying decisions in a whole different way.
Today’s customer has the following traits:
• Always connected—many sleep with their phones!
• Hyper-informed: they know what they want before they buy.
• Have a choice overloaded: the competition is seconds away.
• Highly influenced by peer opinions.
This new customer behavior crosses all types of organizations. It’s true for large corporate industries and massive destination-city promotions. It’s true for nonprofit organizations and the mom-and-pop retail outlets. It’s true for anyone who depends on customers parting with their money in exchange for any goods or services.
Narrow Niche Target Audiences
Because the empowered customer has the attention span of a goldfish (thank you,Sally Hogshead), most organizations are forced to narrow their niche in order to be found by their target audience.
Take music, for example, you may not be noticed at all if your niche is simply music. But if you want to keep followers on their toes noticing your constant reinvention, target the audience who loves to see you break all the rules and wants you to find your own path. Lady Gaga has followed that road map to fame and fortune. Lady Gaga didn’t become the success she is today based solely on her ability to belt out a great song. She did so by as Jacki Hubba shares, creating a hugely loyal fan base through not only her music, but her message, and her community of fans (her tribe). She has a loyal group of fans that she lovingly calls her “monsters,” and she actually treats them as if they are Rock Stars! No one can beat her ability to brand herself effectively.
Success with the new customer means you must acutely listen to what your customers want.
Create systems to listen everywhere:
• Listen to the comments made to your personnel.
• Listen to the customer service call topics.
• Listen to the search terms used to find you.
• Listen to social media and get engaged in conversations there.
• Listen to internal customers (employees).
Change is the New Normal
Just this week I had the pleasure of speaking to a large group of successful business owners. After my presentation, several of the attendees shared with me that they hated change—social media and technology—and they weren’t going to budge. They were a tough crowd! They reminded me of some of the audiences I had back in the early days of my speaking career—those successful business leaders who told me that they weren’t going to learn how to send emails because that’s what they had secretaries for!
I wonder how they are doing today?
In one of my “Lessons from the Road,” I talk about the most common myths about change.
The question is not “Will you change?” the question is “How will you respond to change?”
Once we understand change is inevitable, rebranding becomes a natural reaction to those changes. Your rebranding today is not the final time you will need to change perceptions of your brand, so fully understand it is much more than hiring a graphic artist to develop a new logo and slogan for you.
Rebranding is a process of following the needs, desires, and patterns of your best customers and prospects. Notice the word “process.” Rebranding is not an event. It is a way of doing your business … and everyone in your organization is part of the brand.