Re-branding: Is it the way to go or just a false alarm???

Changing demographics, cost minimization objectives, changing social trends, innovations, downsizing…..etc… These are some of the factors that make senior managers initiate proposals/ways of addressing the new “dispensation” all in the process of maintaining a relationship with their existing and new clientele as they optimize on making bigger profits. Fine I don’t disagree that dynamism is crucial so as to maintain relevance in our post modern society. However, personally I believe that Re-branding should be the last option in search of a better answer.

Though there may be a school of thought that may disagree, I tend to believe that the majority of companies being Re-branded in this modern age and time are being necessitated by the fact that fundamental, pertinent issues were not being addressed hence Re-branding being the easier scapegoat.

Re-branding means changing the way you look, and a change of perception of how the world sees and feels, and more so identify with your brand. Re-branding means growing with your client (kudos to Consolidated Bank of Kenya…), re-assuring them that the promise of better services and quality will not be compromised.

However the problem with today’s Brand Manager is to focus more on the growth of the business than the growth of the brand. This means that long term ideals of quality are sacrificed by short term gains of mediocre, substandard products and services that don’t stand the test of time, in the name of “service delivery”. A simple aspect like customer care is becoming mere PR; most of the complaints not being followed up or the “we will get back to you” syndrome. Periodicals like monthly magazines, thank you cards, courtesy calls by the brand manager to say hi, are a thing of the past… (What happened to the smart shopper monthly magazine by Nakumatt?? made a lot of difference to me)The list is endless ….

What I advocate for is the putting-your-house-in-order campaign. Re-branding to me will make sense  when  you want to have a branded house or a house of brands…(story for another day)…and issues likes consolidation or mergers, conquest of new business ventures or markets, brand alignment; anything in those lines.

My verdict:-Let’s treat the disease first. It’s just a false alarm.