The startup world can be rough. Some speculate that 8 out of 10 businesses fail in the first 18 months, while others believe the number is closer to 90 percent.

Surprisingly, many businesses normally don’t fail because of poor products – they fail because they don’t communicate the company’s value clearly and consistently to the right audiences.

Take Apple, for example: what was once nearly a bankrupt company is now one of the most recognizable brands in the world. With the right rebranding techniques, entrepreneurs might be able to save their business.

A successful rebranding campaign requires more than just a new logo and tagline. Rebranding involves crafting a new story and communicating a vision that inspires customers and partners to see the company in a more relevant way.

If you are having trouble getting started, try these best practices on how to revive a brand:

• Assess strengths and weaknesses
• Reevaluate the target market
• Determine how customers benefit
• Craft a compelling story
• Secure customer testimonials
• Get employees on board
• Build a content factory
• Communicate widely
• Be consistent
• Believe in the business

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