Your brand is like the public identity of your business – it’s what people know and remember about you. Ideally, you want that image to be consistent. That way, the impression of your business is a lasting one across all demographics. But there are some situations where rebranding your moving business is necessary. This happens when the business switches owners, relocates, or just changes core values. Although it’s scary to abandon an image you’ve spent years building, rebranding doesn’t have to be a bad thing; with the help of professionals like Movers Development, it can actually be very beneficial. But if you want to rebrand without losing your audience, you need to follow certain steps to ensure success.
Rebranding your moving business can be good for you when it’s done right
If you’ve received any advice about branding, it’s this: you have to be consistent. You have to present your business the same way everywhere and all the time; it’s the only way to build a recognizable brand. But rebranding goes against that so it’s natural that you’re a little wary of it. The truth is that rebranding can be risky and can cost you some customers. However, it can also do the exact opposite.
When your current brand is not doing what it should – increasing the awareness and recognizability of your business, attracting new customers, inspiring loyalty in existing customers – you need to change it. So if you’ve been wondering how to increase customer base, rebranding can be the answer. If you want to attract a new type of customer, rebranding is a good idea for that too. When you want to change the public image of your company, rebranding is the perfect solution. And if you plan it carefully and announce it to existing customers, you don’t even have to lose any business.
Steps to successfully rebranding your moving business
Building a brand takes time and effort; rebuilding one does too. Rebranding is, therefore, a process that you should not take lightly. Instead, you’ll need to plan carefully.
Evaluate your current branding
Change is the goal of rebranding. But that doesn’t mean you have to change absolutely everything about your current brand. There may be aspects of it that are still attracting top moving leads or values that are intrinsic to how you do business. You can and should keep those. So take the time to analyze what did and what didn’t work about your branding up to now. Conduct some polls among your customers or do some competitor research. Then, decide what you’re keeping and what you’re scrapping in future branding efforts.
Develop a new strategy
With rebranding, you’re not starting entirely from scratch. So the good news is that you don’t have to develop a whole new strategy; you can just revisit and tweak the existing one. Use that as your springboard. Just keep in mind that a good brand strategy needs:
- a mission statement defining what your brand does and why
- a tagline that represents your brand in a succinct and memorable way
- core values that your business stands for and honors
- target audiences that you will primarily market to
- a unique value proposition that sets you apart from other businesses in your niche
Change your name, logo, and other symbols
Your brand is not a tangible thing; it’s an idea. But people are more likely to remember an idea if it’s tied to something they can experience with the senses. So if you’re changing your brand, you need to change your symbols as well. This includes the business name, logo, tagline website, color scheme, and more. How many of these you change and just how much will depend on how different your new branding strategy is from the old one.
Ideally, you want to strike a balance – the new brand should be its own thing but it should resemble your old imagery enough that people will know it’s still the same business. Unless, of course, you want to purposefully distance yourself from your previous brand image.
Rebuild the new brand
A brand is in part created by your audience – how they receive your message, what they take away from it, and what opinions they form about your business are all a part of your brand. So when you rebrand, you’re not just changing what you do; you need to change what people think of you. In order to achieve that, you need to spread your message far and wide.
So ask yourself what is the best way to advertise your business and start with that channel of communication. Because branding affects marketing, you’ll need to tweak your marketing strategy now that you have a new brand. And it’s always best to start with the most important and most effective marketing tactics. The rest will follow.
Organize a launch (or don’t)
You have two options when rebranding: either you do it loudly or you do it quietly. If you choose to do it loudly, you’ll want to announce to the world that you’re rebranding, talk about your rebrand publicly, and eventually, organize a launch for your new brand where you promote the rebrand on your website and maybe even through a party.
The advantage of this approach is that people know you’re changing things up and you can use that to drum up excitement. It’s a good option when your market research shows that people don’t like your current brand and you want to deliberately and obviously change it.
The other alternative is better for subtle branding changes that remain in the same spirit and are similar enough to be recognized as the same business. With a quiet rebrand, you don’t have to launch again. Just change things gradually and they may even slip by unnoticed. The benefit of that is that you’re less likely to lose existing customers.
Tips for rebranding your moving business the best way
When rebranding your moving business, it’s important that you do it right. So invest a lot in research – there’s no point in rebranding if your new brand is not to your target audience’s liking. Remember to rebrand fully. Once you have a new brand, be consistent across the board – change your moving company website, your promotional material, your social media accounts, the logo on your trucks, the uniforms your movers wear, everything.
Finally, don’t drag it out. Even if you’re foregoing a brand launch, you’ll want to rebrand relatively quickly to avoid confusion between the old and the new. If you are, on the other hand, organizing a launch, then schedule a day and rebrand all at once for a clean break. And once you’ve rebranded, commit to the new you.