Are you considering a rebrand for your business? We aren’t talking about a logo or name change - your brand is so much more than that. Your brand is your company’s identity. A brand creates the emotional connection or feeling your customers associate with your company, so if you are considering a facelift, you should consider these 4 crucial steps to rebranding.
1. Determine if a rebrand is necessary
The first question you need to ask yourself is “does a rebrand makes sense for my company?” If you are trying to reach a new target demographic, you’ll need to change your positioning and brand voice; therefore, a rebrand makes sense. If you are recovering from a scandal or a hit to your reputation, you’ll need to change how you are perceived; therefore, a rebrand makes sense. Maybe you are getting lost in the shuffle amongst your competitors. You’ll need to figure out a way to make your brand stand out; therefore, a rebrand makes sense. Lastly, if you brand is just plain outdated, and your values as a company have shifted, it may also be time to rebrand.
If you are looking to have some fun with fonts and colors, a rebrand does not make sense for you - this would be more of a brand revamp rather than an actual branding overhaul. Make sure you have a reason to change. Don’t make the same mistake that The Gap made in 2010 when they randomly changed their logo and after serious consumer backlash, they changed their logo back in just 6 days.
2. Research, research, research
The most crucial part of the rebranding process is the research. Take some time to look at competitors and figure out what they are doing well (and not so well). Interview your employees about their experiences with clients, customers and other stakeholders. Do a website and social audit on your company to determine areas for improvement. It’s important to be open to customer feedback, too. Find out their opinion of your company, and listen to their wants and needs. All of this information will make the rebrand planning process much easier.
Now, you’re ready to create the project plan. This plan should include key objectives, positioning, brand messaging, brand design, and project timeline. Think about what needs to be changed - logos, mottos/taglines, colors, fonts, name, packaging, products, press kits, website, etc. Include all of this in your plan and make sure the changes you are making appropriately reflect who you want to be.
After the items in your plan are completed, it is time for the next phase - implementation (which is the best part). Make sure that everything is updated - this means anywhere that your brand lives including website, social media, signage, marketing collateral, stationery, business cards, voicemails and email signatures.
4. Become the new brand
Now, it’s time to showcase your brand! First, get the employees on board. They will be your brand ambassadors. Hold an internal launch party, internal meetings, and use e-mails and videos to announce the new brand so employees can get used to the new direction of the company in a positive way. After you promote internally, you need to promote externally. Present your new brand through client and customer e-mails and paid and earned media mentions. Lastly, you might want to consider a public launch party. Invite all employees, stakeholders, clients, influencers, and don’t forget the press!
It doesn’t end at launch. The brand needs to live on past the launch party. Become the new brand and don’t look back. Make sure you keep your new brand messaging in mind with everything you do moving forward. Your design and content teams should be well-briefed on the new brand at this point, but make sure your creative director oversees all (or most) outward facing content before it goes live. Consistency is key to branding.
If you are just starting the rebranding process and could use some guidance or advice, we’d love to help. Check out some of our work and reach out to us if you want to learn more about what a rebrand might entail for your business.