When loyal customers hear the term “rebrand,” they may start getting nervous about what things will change about the company they love. That’s why, when companies pivot their branding to adapt to current trends or values, it’s important to consider how the changes will be received.

Long-term customers often don’t respond positively to rebranding, so it’s imperative to take the proper steps to retain those customers while gaining new ones. To that end, 15 Forbes Business Council members shared their best suggestions for making a rebrand as smooth as possible. Follow their recommendations to avoid common pitfalls companies may experience during a rebranding.

Read the full article here.