Rebrand Success: 4 Ways to Slice It
We consider a brand and its reputation as one and the same—it’s what the marketplace thinks about you, shaped by perceptions, emotions and experiences. If there is a gap between what people think and the ideal, then it might be time for a refresh. But with so little of the story within your control, there’s a lot of pressure on the success of a rebrand.
What does successful outcome look like? How do you know it was worth the effort? We often find that people tend to make two common mistakes:
“I’d like the works.” (show me the numbers)
At a restaurant, you might get tempted to order one of everything on the menu, to try every little thing. Similarly, if you create an overly-detailed set of measurements to determine the impact of a rebrand, you might be biting off more than you can chew. Take our advice: don’t overorder.
“Just breadsticks for me.” (it just feels right)
On the other hand, some people try to judge a restaurant’s success by a single dish. Likewise, with a rebrand, not using enough specific measurements can lead to a very subjective take. This approach might leave you hungry for more.
Rather than going too simple or complex, we like to look at four measurements.
Here’s how we recommend taking stock through the lens of a brick and mortar business. In this example, if you take your average pizza joint and give it a makeover, how can you tell if the update was a success?
1. Are more customers coming through your doors?
If you’re slinging more pies and selling more slices, we’d call that a success. If more pizza princes ask for a job application than usual, even better! An appealing identity is attractive to potential clients and employees, and you should see a noticeable, increased interest from both.
2. Is your team energized by the change?
If so, there will be tangible enthusiasm among the ranks. Your people work for you because they are passionate about the pie you’re cooking and find fulfillment in the joy of baking. Measure the impact with employee surveys, one prior to launch and one as a follow-up, making sure to ask if they are clear on where the business is going and how much they enjoy the work.
3. Can you make more efficient decisions?
You already know what goes into your house recipes, but does everyone on the team know? In the process of a brand overhaul, you’ll define many things about your company that creates filters, builds consensus and guides behavior. This should in turn make decision-making easier and less painful. You’ll uncover the answers to questions such as:
What defines culture here?
How do I explain what we are and what we do?
Is that company tweet on-brand?
Will the next hire be a good fit? Or a culture-bust?
4. Do your customers feel the difference?
Let’s be honest, they don’t care about a new logo or tagline—they’re looking for a great experience that lives up to what you promise. How can you tell if they’ve had a positive visit? See how you measure up with a customer survey. If you promise “Dine Like Royalty,” then ask, “Did you feel like you were treated like a prince/princess at our restaurant?” If you promise “Majestic Pies,” then ask, “Was your pie delicious enough for a queen/king?” If you promise “Magnificent Ambiance,” then ask, “Did you feel surrounded by a sense of splendor?”
Tracking the performance of a rebrand doesn’t have to be complicated.
We’ve already shown you the measurable difference between a regular pizza place and a pizza palace. You need the essentials nothing more; apply these four metrics to put a rating on your own rebrand.
