Brand Makeovers

• Manage the overlap. If your new or remade brand is significantly different from your old one, be careful managing the overlap of customers, especially if your company name or other ties continue to link the brands to the same company. You could inadvertently turn off your old customers who encounter the new effort and decide the company has changed so dramatically that it isn’t for them anymore. Likewise, your new target audience could run into your old brand and have a tarnished view of the new one. When a total redo of the brand is necessary, create a new brand name, or at least create a sub-brand that’s clearly differentiated.