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A “consistent and honest” brand promise is the key to CPG success, writes NewHope. Modern shoppers are adept at identifying marketing messages that don’t align with reality. Marketers can chalk this up to a new generation of buyers who are more educated and empowered than any of their predecessors. When coupled with growing distrust of marketing messages, it’s clear that CPG brands must consider authenticity in rebranding efforts.
If you’re failing to reach your target audience effectively, it may be time to consider a rebranding or repackaging effort. However, as CPG Systems writes, not every rebranding initiative is a wild success. Even major CPG brands have failed at efforts to reposition their organization. By avoiding some of the most common mistakes made during brand recasting efforts, CPG companies can improve their chances of reaching the right customers.
- Focusing Only on Visual Branding
To be clear, your brand’s colors, logo, and imagery play a significant role in how your product and packaging are perceived by consumers. However, rebranding efforts should run deeper than visual identity. Organizations must consider their target customers, brand values, promise, and other factors to successfully rebrand.
- Inauthentic Branding
If your employees and customers don’t believe your new brand identity, it’s unlikely to stick. At worst, it could cast your organization as dishonest. Your rebranding must align with your products, culture, and unique value.
- Not Understanding Your Customers
Steve Jobs famously stated that customers “didn’t know what they wanted.” However, Jobs clearly knew what aspiring tech users wanted from personal computers. The most successful rebranding efforts are built on a deep knowledge of customer needs. In many cases, the best brands understand their customers better than they understand themselves.
- Not Making Your Customer the Hero
To be clear, your brand exists because of your customers. Without their business or loyalty, you couldn’t continue to put products on shelves. Your culture and values shouldn’t be the center of your rebranded image. Instead, put your customers at the core of your focus.
- Not Considering Behavior
While building a rebranding strategy based on customer feedback is better than a data-free rebrand, it’s not the best approach. Remember, actions speak louder than words. By incorporating knowledge about how your shoppers act in stores, at home, and on social media, you can align your new brand with their actual needs.
- Not Thinking Beyond Promotion
Rebranding efforts are bigger than marketing. In some cases, they may require an organization-wide refresh, including training for cross-channel customer service representatives. A successful brand delivers a consistent customer experience, from the shelf to the call center.
- Poor Focus
The world’s most iconic CPG brands don’t try to be everything to everyone. KIND delivers natural, convenient snacks. Nabisco is synonymous with comforting, sweet snacks. If your rebranding lacks focus, you may lose your edge. By reflecting what’s genuinely remarkable about your products and culture, you have a better chance of really standing out.
- Thinking You Can’t Afford It
While many organizations may lack the budget for a multi-million dollar rebranding campaign, that doesn’t mean they can’t reap immense benefits from a brand update. By performing a comprehensive evaluation and prioritizing the most necessary updates, you can start working towards better brand positioning.
- Copying Successful Competitors
While it’s certainly wise to take inspiration from your most successful competition, failing to differentiate can mean blending in. An effective rebranding effort will result in an identity that’s uniquely your own.
- Ignoring Signs You Need a Rebrand
Every organization has a brand, whether they know it or not. If you haven’t defined your authentic self, your customers will for you. The single biggest rebranding mistake organizations can make is ignoring clear signs that it’s time for a brand refresh, even when all of the indicators are there. Chances are, you’re not too small or new to benefit from authentic positioning.
Are you considering rebranding efforts? What are some common branding and rebranding mistakes you’ve encountered?
