1. Start with market research.
Find out who your customers and other interested parties are and what they want or need from you. Interview or create surveys – online or offline. Use the results of these interviews and surveys to help you evaluate your image as it stands today.
2. Analyze the results.
Identify the strengths and weaknesses (the two initials in a SWOT analysis) of your current image. Pinpoint what misconceptions or negative perceptions need to be corrected. Highlight those that made your brand or company shine in a positive light.
3. Create a strategy.
Start out brainstorming. Write down any and everything you could change including your company’s name, logo, product mix, or yes, even dropping some current customers in order to court others that better fit your company’s brand and image better.
4. Find expert help.
SCORE, a group of retired and working executives serving America’s small businesses and entrepreneurs, says “Image makeovers usually call for professionals who can help you devise and implement a new concept.” Erich Stauffer can help with these services.
5. Hold yourself and others accountable.
How do you know how the rebranding of your business’ image is going if you don’t track it? Follow up to make sure the image makeover is working. Find out if sales are up? Are you now attracting the customers you wanted? If not, go back to a previous step until you’ve got the right mix for your business’ success.