6 Tips for Success in Rebranding

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Get to Know Your Consumer

Prior to Gibbs’ acquisition of Soul Train, the company had never completed any traditional consumer research, which left Gibbs with questions that needed to be answered before he could strategize his rebranding efforts. “I was curious to find out from consumers what does the brand represent,” he says. “Is it viewed as entertainment, a family-oriented brand or viewed as being an authentic platform for new music?” Therefore, without first discovering how your brand is perceived any efforts at rebranding will be counterproductive since you may overlook key needs and desires of your core consumer. “Have a very clear understanding of the core audience for your brand,” Gibbs advises. “Inclusive of that is doing some consumer research so that in rebranding efforts you can look to maintain consistency in terms of what the consumer believes your brand represents and what you are trying to tell consumers your brand represents.”

Get to Know Your Consumer

Prior to Gibbs’ acquisition of Soul Train, the company had never…

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