A good brand has power. It transcends its product or service. It symbolizes something greater to people. But what happens if a brand isn’t achieving your company’s vision? What if things change so much that your existing brand doesn’t make sense anymore? There are various reasons why you may decide to rebrand your business.
Whatever your reasons, this is a complicated process that you need to get right. Rebranding is common – healthy, in fact. Managing a company rebrand, however, comes with its own set of challenges. There is so much more to it than just slapping a new logo on your marketing materials.
To help navigate this exciting and sometimes tricky process, see below for our step-by-step guide.
What is a rebrand?
What constitutes a rebrand varies greatly, and depends on the needs of your company/blog. A business can decide to change a significant element of the brand e.g. a new name or logo, or could simply make a subtler change such as a slight shift in the logo and message to better communicate a more relevant brand promise.
Research Your Business and Clients
If you truly want to improve the impact your brand has in a crowded or competitive local market, you need to fully understand your ideal audience and who you’ve got to compete with. Don’t assume you know what your customers want.
Without proper research, you are going into this process completely blind. After all, you don’t want to base everything on a series of false assumptions.
Look into your customer base and decide if part of overhauling your business is targeting a new market. Appealing to a new demographic could get you a whole new slew of loyal customers and completely change the overall vibe and boost your business.
Create Your Brand Identity
Having a cohesive brand that fits together, no matter where someone comes across your blog or products is essential to solidifying your brand identity to others.
The exciting part of the process – bringing your brand to life verbally and visually. Use everything you have learned to create a new, relevant, engaging and impactful brand identity based on the research findings and your strategic goals for the future.
This involves all the visual elements such as the logo, colour scheme, tagline and the style of marketing materials. All of this information should be clearly conveyed in a brand guidelines document, along with your reasoning for making all the decisions that you have. All of these things come together to represent your overall brand.
Build Your Website and Online Presence
One of the most important elements of a rebrand is the website redesign. You should be aiming to make the user experience as straightforward as possible, while also creating a site that is visually impressive.
Using techniques like AB testing can be hugely beneficial in giving you a full understanding of the behavior of your users. You should also think about your overall online presence, and this is a good opportunity to rethink your strategy if needed.
Promote the Rebrand
Next, you will need to create all the supporting materials that your brand requires. This includes everything from mugs and stationery to brochures and proposal templates. The more you use your brand in different places, the more likely it is to embed in people’s minds. Try to think about some weird and wacky items that will grab people’s attention.
Now comes the stage in which you need to promote and strengthen the new brand that you have created. Think about how you will launch the brand to the public. Perhaps it will be with an event that you get covered in the media. If you don’t communicate your rebrand effectively, all the hard work that you have put in will be for nothing. This is a great opportunity to make noise about your company so you need to take advantage of it.
You may not have the money to advertise the new look and attitude of your company, but things as simple as YouTube videos, social media posts, and new “Grand Opening” parties get the word out that your game has changed.
A business rebrand is something that you should take your time to get right. If you do, this could be a pivotal moment in the history of your company.