6 Smart engagement strategies when modernizing your brand
Building on our previous discussions about the need for brand modernization and how to get started, this third post focuses on how to engage your audience during the process. Effective engagement ensures your rebranding efforts resonate with your existing customers while attracting new ones.
1. Communicate the “why” behind the modernization
Transparency is crucial during a rebrand. Clearly articulating the reasons for the change helps maintain trust and fosters a deeper connection with your audience. Whether it’s adapting to market shifts, reflecting company growth or aligning with new values, sharing the narrative behind your modernization helps humanize your brand and reinforce its authenticity.
2. Involve your audience early
Engaging your audience (including employees) in the modernization process has been shown to lead to increased loyalty and a sense of ownership. Consider conducting surveys, polls or focus groups to gather feedback on potential changes. This collaborative approach not only provides valuable insights but also demonstrates you value your customers’ opinions.
3. Celebrate with a big splash
Treat your brand modernization as a significant milestone by developing a “big splash” launch campaign. This could include a stunt/guerrilla media, events, promotional offers or social media campaigns that highlight the new brand identity. A well-executed launch—when paired with the fresh energy and clarity of a modernized brand—can exponentially amplify excitement, re-energize your audience, generate earned media and attract new customers.
4. Public and private media
A paid media plan that leverages both public tactics (traditional, 1:many) and private tactics (digital, 1:1) is essential to a successful brand modernization rollout. Public tactics, including television, out-of-home or sponsorships, allow for launch announcement opportunities that extend reach beyond primary target audiences. Vice versa, data-driven private tactics (programmatic, social, search) and AI-powered personalized messaging complement traditional tactics to tailor messaging to emphasize the most relevant “whys” to individual customers.
5. Feature brand advocates
In addition to paid media, leverage the influence of loyal customers, employees and influencers to amplify your brand modernization message. Encourage them to share their experiences and perspectives on your brand’s evolution. This authentic content enhances credibility and reach, fostering a community around your brand, many of whom will come to your brand’s defense against any detractors during the modernization rollout.
6. Gather feedback and measure impact
Post-launch, it’s essential to assess the effectiveness of your efforts. Collect feedback through surveys, monitor engagement metrics and analyze customer sentiment to understand the impact of the changes. Allow this data-driven approach to inform ongoing optimization and maintain momentum post-launch.
Engaging your audience throughout the brand modernization process is not just beneficial, it’s essential. By fostering transparency, encouraging participation and celebrating milestones, you can ensure your brand’s evolution resonates with both existing and new customers. Remember: successful brand modernization is as much about the journey as it is about the destination.
