Rebranding for Tomorrow [By Chang Wei Ee]

Have you wondered how far your brand will transform in a timeframe of 10 years?

Today, businesses struggle to sustain a differentiating value that resonates with increasingly informed customers. To outlast competition, brands strive to remain vigilant of environment changes and consumer demands. It has become a challenge for brands to simultaneously be nimble and true to its core essence and beliefs. Hence, rebranding is more than evolving brands to stay relevant, it encompasses preparing brands for transformation, defining brand fundamentals and building a dynamic internal culture.

Attitude matters

As brand owners who conceive the foundation of their brands, it can be difficult to transcend status quo and transform for growth. As a matter of fact, it is a leap of faith for many brands as changes might cause more harm than good to brand equity. Thus, a brand overhaul should begin with thorough mental preparation for all stakeholders. Creativity and continuous improvement set the central stage for the forthcoming changes. And all stakeholders should acknowledge the motivation behind the rebranding exercise while striving to preserve the brand’s DNA.

Understanding your core

In the process of refining a brand’s positioning, businesses might lose sight of its key customer appeal. The emotional value of a brand is more than often dictated by its genuine persona and promise. Hence, successful brands reconnect with a compelling core that inspires conviction and loyalty.

A fine example is local heritage brand, Song Fa Ba Ku Teh (Song Fa). To stand out from competition, Song Fa value adds its heritage cuisine with a nostalgic dining concept. With a simple promise of reviving the good old days together with loyal customers, Song Fa excels in retaining the authentic flavours of their signature dishes while delivering a modern yet reminiscing dining experience.

Transformation from within

Transition into a refreshed identity is a complex process which will require the combined effort of all members in the organisation. Upon crystallising the brand direction, change starts from within. Brand owners should take the onus in winning hearts and building an open and cohesive culture to support brand development. This is one of the pivotal stages as employees play a crucial role in actualising the brand promise.

Moving forward

Indeed, it takes months to conceptualise a brand but a lifetime commitment to manage it. Building a sustainable brand is a prudent investment of internal resources and capabilities to continuously evaluate market conditions and explore new drivers for brand growth. Rebranding is a phase in the brand’s lifecycle purposed for growth and continuity. Are you prepared for the transformation?


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