How To Rebrand Your Business in Singapore

Is it time for your business in Singapore for a new facelift and rebranding? The experts believe that it is wise to rebrand over time to stay tuned to a fast changing market.

This might include changing the brand's logo, brand name, image, marketing strategy, websites and advertising. Far from just a change of visual identity, rebranding should also be part of an overall brand strategy for your product or service.

'A brand is not just a logo but something that defines the company, its values, and its operations. Economic and time investment into building a strategy brings the best results in terms of branding. But without a clear strategy it could be impossible to clearly define this.'

Get Ready For Change
Revamping your business requires shifting your thinking and being ready and willing to let go of things you felt were once perfect, but which may no longer be the case.
A first step is to be open to changing or adjusting the way you do business and you have to be prepared to act immediately.

Know Your Brand and Message
Are you repositioning your business? Are you moving your brand upmarket? What are your strengths and weaknesses? Who are your brand users?

The main reason for a rebrand is to communicate a new message for your company, something that has evolved, or something the new board of directors wish to communicate and you need to be able to define this clearly.

Rebranding needs to reflect your company values and you really need to understand what your customers want. Think hard about your reasons for rebranding before contacting a design studio.

What Others Think Matters
Ask your customers, employees and business partners their opinion about your company, products, services, and brand. Find out what they like and don't like. How is it like to do business with your company? Do you have good price value? Are customers satisfied with your products and services?

Conduct a market research, know where you want to be and then work out a strategy on how to get there.

Understand Your Competition
Find out what your competitors are doing, from their brand identity to corporate colours, messages, products and services. What do you like or dislike about their brand? How can you do better from them?
It is also good conduct some research to learn from the successful rebrand stories of the big boys such as Apple, Gucci, Nike and McDonald's.

Create New Distribution Channels
Don't limit your business to just one distribution channel. Make your service or product more compatible to online availability.

Exploring new channels for doing business can be just as effective as coming up with an entirely new business idea. If your product or service can be utilized in a novel manner, this could lead to increased revenue as well as added value for your customers.

Unify your Presence
Your brand identity and message must be consistent throughout all your marketing collaterals. This includes the colours, graphics, photographs, font used from advertisements, brochures to business cards and websites.

For example, Coca Cola will always use their corporate red and graphic style throughout all their brand identity, from advertisements to websites to drink packaging and even their vending machines.

Communication Is Key
You need to make sure that the people working for your brand believe in your brand. The messages and your brand mission must be communicated to all employees from the low to the top management levels.

Make it fun if you can.

Once you have a strong foundation internally, then you can begin to convince the World.

Always be proactive in your business, always be ready to adapt to changing business climates. 

Marilyn Tong, Creative Director, OVO Creatives