Estás cambiando la marca de tu empresa. ¿Cómo se mantiene un mensaje coherente durante la transición?
Durante un cambio de marca, mantener un mensaje unificado es clave para retener la confianza del cliente. Para garantizar la coherencia:
- Desarrolle una estrategia clara de cambio de marca que describa su nuevo mensaje y cómo se alinea con los valores de su empresa.
- Comunique los cambios de manera transparente a su audiencia, explicando las razones y los beneficios detrás del cambio de marca.
- Actualice todos los materiales de marketing simultáneamente para evitar mensajes contradictorios en diferentes plataformas.
¿Cómo te aseguras de que tus esfuerzos de cambio de marca resuenen con tu audiencia?
Estás cambiando la marca de tu empresa. ¿Cómo se mantiene un mensaje coherente durante la transición?
Durante un cambio de marca, mantener un mensaje unificado es clave para retener la confianza del cliente. Para garantizar la coherencia:
- Desarrolle una estrategia clara de cambio de marca que describa su nuevo mensaje y cómo se alinea con los valores de su empresa.
- Comunique los cambios de manera transparente a su audiencia, explicando las razones y los beneficios detrás del cambio de marca.
- Actualice todos los materiales de marketing simultáneamente para evitar mensajes contradictorios en diferentes plataformas.
¿Cómo te aseguras de que tus esfuerzos de cambio de marca resuenen con tu audiencia?
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When rebranding my company, I focus on keeping a clear and consistent message. How? ➔ I start by clearly defining what I want the new brand to stand for. I make sure this message aligns with the company’s values and goals. ➔ I talk openly with my team about the rebranding. We go over the new message and discuss how it should be presented in everything we share—on our website, social media, and customer interactions. ➔ I don’t change everything at once. I update each platform, making sure the new message comes across consistently. Whether it’s the website, LinkedIn, or emails, each channel reflects the same voice and goals.
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First, it is very imperative not to stray from your organizational values as you create a strategy. Stay true to your brand story and keep all messaging very clear as you provide contexts and insights into the expected change. Ensure internal communications are seamless as well, in order to avoid mix-ups or confusions that affect external communications.
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If I am to rebrand a company, I'd start by: 1. Defining the Brand Message - I would clarify what the new brand message will be. - This includes outlining the company’s values, mission, and vision. - A strong foundation will guide all our communications. 2. Creating Brand Guidelines - I would develop comprehensive brand guidelines for the new identity. - This would cover the logo, color palette, typography, tone of voice, and messaging style. - Clear guidelines help ensure that everyone presents a unified front. When I focus on these steps, I can lay the groundwork for a successful rebranding effort.
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If you want to keep a cohesive message during a brand transition, two things: Thing one: Make sure the new brand is an organic next step in the brand lifecycle, not a random knee-jerk, we-got-a-new-VP-of-Marketing-trying-to-make-her-mark-so-we-have-to-rebrand. In that case, any communication will be a bizarre shock to the brand community. Thing two: Have a schedule for the transition. At the scheduled moment, all old-brand communication stops and all new-brand communication starts. So there is never a time when the old brand and the new brand exist in the same media space. In summary. It’s helpful not to be amateurs or circus clowns. Unless, of course, you’re a circus. Even then, don’t be an amateur.
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It is essential to maintain a cohesive message during company's rebranding. This will ensure that customers, employees and all stakeholders embrace new identity. Before beginning the rebrand, I shall define the core values, mission and vision that will guide the new brand. I shall share the reasoning and objectives behind the rebrand with employees, as they’ll be the primary brand ambassadors Create a brand style guide covering the new messaging, tone, visuals, and taglines, ensuring that everyone has a unified reference Begin with a soft launch for select audiences to gauge reactions, address any potential misunderstandings and refine messaging if needed Engage customers directly by explaining the rebrand in a way that shows benefits.
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If I were rebranding, these are the steps I would take to ensure a cohesive message. First, I would start with a clear "why" behind the rebrand, setting a strong foundation for authentic messaging. My team would need to fully understand the goals, with clear guidelines on visuals, tone, and messaging. Transparency with the audience would be key, keeping them in the loop on the rebrand’s value. I would also engage them with behind-the-scenes updates and listen to feedback to maintain trust as the brand evolves.
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-Maintaining a unified message is essential for retaining customer trust during a rebrand, yet it's equally important for the brand to evolve meaningfully. -A rebrand should go beyond reaffirming past values, introducing fresh elements that resonate with today’s market and consumer expectations. -While staying true to the core vision and mission, the updated branding must justify itself—reflecting the brand's heritage while embracing new trends and insights. -This balance between consistency and innovation allows the rebrand to feel authentic yet forward-thinking, reinforcing customer loyalty while attracting new audiences.
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Start by defining the new brand identity and creating a messaging guide for consistent language and tone. Communicate changes internally first to align employees as brand ambassadors. Update branding assets across platforms, ensuring logos, colors, and messaging align everywhere. Craft a public announcement that shares the rebrand story and reassures customers of ongoing values. Engage customers by inviting feedback, monitor responses, and address concerns swiftly. Reinforce the new brand message over time to build familiarity and trust.
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Rebranding is a well oiled process which has to transit seamlessly.The entire team should be fully geared up for the change and also to spread the new vision with proper mission on all platforms of social media and people at large expressing that the core values would continue to hold good. The trust in the team should get better with rebranding as the true values would be retained with more efficiency.
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Algumas considerações a respeito de transição de marcas das organizações: – Sim, é preciso mudar. A sociedade muda e as organizações, como corpo vivo e integrado à sociedade, também mudam. Parar no tempo custa muito caro. – Não se muda apenas "por mudar" ou porque o chefe se cansou da marca atual. As mudanças devem corresponder a momentos relevantes das organizações. Talvez seja uma importante aquisição, um ajuste de rota, novos campos de atuação, alteração na filosofia de atuação. – A nova marca deve corresponder ao novo momento da organização, sem perder ligação com a anterior. Ou seja, deve representar uma evolução orgânica e nunca uma ruptura. – Crie um cronograma para a alteração, de modo que a nova marca não coexista com a antiga.
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