Dear brands that rebrand,
You need to tell your consumers when you rebrand.
You need to invest a whole lot more money and attention to rebranding and external communications re: rebranding when you do it.
You might not in fear of confusing consumers,
but in fact,
not telling them confuses them even more.
As an existing customer or prospect, I am following you because I like the idea of you, or I already like you.
To not be fully updated about something like a name change and not understand the why
Is like having a guy you’re dating or considering dating change his name and you seeing him the next day with a different name and he offers up no context or story.
It’s like: WTF? red flag, and a potential bye-buy.
Back to brands:
If your concern is retention, then take the proper steps to pursue retention.
And that starts first by being transparent in the process of rebranding.
If you have a legacy and brand footprint that you have already that’s Soo very deep and wide.. perhaps a little customer attrition wouldn’t matter.
But for the rest of you, I strongly ask you to re-consider.
Waste not your prospecting efforts, brands.
A simple IG story announcement will not do.
A zealotish consumer.