How To Keep Your Customers Engaged While You’re Rebranding

Brands may be recognizable, but they should never be stuck in the past. Even the biggest brands get makeovers every now and then for a variety of reasons: to update their image, reboot sales, launch an ad campaign, win back old customers, find a new market, break with tradition, or reassure the public after a public relations disaster. It all boils down to the same desired goal: more sales.

Two recently launched, big-name brand makeover campaigns? CVS and Hershey—and they’re good examples of the rebranding spectrum. To date, Hershey has taken something of a baby step, rolling out a not-too-drastic logo change, which includes a stylized Hershey Kiss at the end of the name in familiar font. The logo update was met with mixed reviews when Twitter users had a field day after noticing that the Kiss graphic looks a bit like a widely used poo emoji. According to Hershey, there will be more to the rebranding, with changes that will bring consistency to all its disparate iconic brands.

CVS is going for more than an image overhaul. While the logo will likely remain the same, the name of the company has changed, from CVS Caremark to CVS Health. Over the last few years, CVS has been adding health services, such as flu and shingles shots, education, and clinics to help monitor chronic disease. The most immediately noticeable change was the removal of tobacco products from its shelves. The company is aiming to reposition itself in the market as a trusted health provider and a vital part of the healthcare industry. It’s a bold move executed at the perfect time, with the ACA gaining popularity, healthcare in the news every day, and baby boomers reaching retirement age by the millions.

Engage…

No matter how big the company or the brand, changes can alienate customers. But smaller companies face more of a challenge. Your customers could be so confused by an image, logo, or name change that they abandon you and never look back. The key is to use every tool in your grasp to stay in touch and involve your customers every step of the way.

Pull in your customers at the idea stage. Is there a better opportunity to engage customers than by asking for advice about your very core? I don’t think so. Have several logos designed and ask customers to vote on their favorite. In fact, you can even ask customers to submit designs. Count each vote as an entry in a fun giveaway with a great prize. By making your customers part of the process, your rebrand won’t come as a surprise. Be sure and explain how each logo choice represents your company or your brand. It’ll help tell your story.

…And Inform

Keep customers informed in every possible way. Social media is a great way to get the word out, and if you use a small business CRM like Insightly contact manager, you can keep your data up to date, send emails, and track where your customers are spending their social time online.

Party Time!

Kick off your brand makeover with a party. If your customers are local, invite them to celebrate your new look. Have an open house, a grand reopening, or a special sale, whatever is appropriate to your business and clientele. Be sure to invite the local media to cover the event and try to establish a rapport. Reinforce the new brand with swag—key chains, pens, beer cozies, dog collars…you get the idea: useful items adorned with your new logo that you can give out to your guests.

Drastic rebranding can be tricky business, but it’s worth it. Sticking with an outdated logo, colors that were trendy in 1975 and never again (remember burnt orange and avocado kitchen appliances…and shag carpeting?), or branding that no longer represents all your company offers can be a huge mistake. As your company grows, your company image should change along with it. As long as you keep customers in the loop and make them feel part of the process, they’ll remain loyal. Even if your new logo looks like poo. (Let’s hope it doesn’t.)

[Image via Shutterstock]

How To Keep Your Customers Engaged While You’re Rebranding