Monday, February 24, 2014

3 Ways to Smooth a Brand Transition

At some point in the life of every brand, it must change, transition, or evolve. Those brands that refuse to do so, eventually find themselves outdated, and forgotten. But, even those brands that are willing to make a change face challenges. Ronn Torossian, CEO of 5WPR reveals 3 communication challenges, and how solid PR can help smooth that brand transition.

Gradual change is best
 This first tip is for businesses who are entering new markets, and at the same time leaving others. People may be buying less of one product or using less of one service, but as long as continuing to provide your original product or service is profitable, it may not be a great plan to stop it altogether. At least in the short term. Consumers don’t mind change, really, but they do mind abrupt change. Give them time to adjust and you will both end up happier in the long run.

Change specific aspects 
Being vague creates fear and uncertainty. Being specific gives people actionable and definable limits. Because of this, it is always best to use your PR communications to list specific changes and explain how these changes will benefit the consumer both short and long term.

Offer short, simple reasons for image changes 
When you do offer reasons for image, logo, or branding changes, avoid being too wordy. Long-winded explanations just come off sounding bloviate and insincere. People would much rather hear a shorter explanation they can at least understand, rather than a long and drawn out conundrum of words shoved together.

One final tip – when at all possible, avoid using slang or industry terminology in your PR communications. This will alienate your customer base, and push them away when you need their buy-in most.

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