Saying goodbye is never easy, especially when it’s to your brand. But at some point in time, there could come a point where you’ll need to refresh your brand. Perhaps you’ve outgrown it, or it’s not landing as well as you hoped – or maybe you just want a change? Whatever the reason, it’s important to approach your rebrand carefully.
A brand refresh should propel your business forward, so if you’re going to do it then make sure you do it right. Take a look at the following to help you rebrand your business and lead your business on the path to success.
Do you really need a rebrand?
Many businesses that opt for a rebrand do so without really thinking it through. A rebrand can be a lot of work, and sometimes it can be a case of ‘if it ain’t broke, don’t fix it’. Do you really need a rebrand? It’s time to start thinking it through.
If your brand is looking tired, is restrictive and doesn’t really reflect your business, then a rebrand could be just what the doctor ordered. If, however, your brand is landing well with your target market, it’s recognizable and people like it, is that something you’d want to potentially jeopardize with a rebrand? Take a look at your current brand in detail and help work out if it really is a new brand you need, or something else.
Map out your rebrand plan
If the answer is yes and you’re going to go for it, then the next step is putting your rebranding plan in place. A rebrand takes a lot of work, and you’re going to need to consult with everyone from designers and marketers to tone of voice experts to help you succeed. Creating a strategic plan for your rebrand will help the project run much smoother, help you stay on task and budget and give you a timeline for getting your new brand out there.
Tell a story
Brands who tell a story are flying high right now. Being able to engage with audiences in a meaningful way is a great path for your business to explore. If you look at examples of brand storytelling that’s hit the mark, you’ll see that most human aspects of these campaigns that have resonated the most.
Does your brand have a story to tell? Then tell it! Finding that connection with your customers will help improve perceptions of your brand, and give you a wider range of material to use when it comes to promoting your business.
Use the best possible visuals
A rebrand gives you the perfect opportunity to change the look and feel of your business. If you take a look at current branding trends, you’ll see that responsive logos, geometric shapes and vintage influences are just of the things that are helping brands make a splash this year.
If your business lacks a design team, then hiring a graphic designer is a must to ensure your visuals are as amazing as they can be. You might want to think about ways you can modernize or refresh your existing brand to keep it recognizable to your existing customers, but with a fresh new look.
Reinforce positive messages about your business
A rebrand can be an uncertain time for a business, especially if you’re already well established. To stop you from alienating your existing customer base, you need to reinforce the positive messages about your business and show them that you’re the same company, just with a facelift.
A rebrand can be a good way to celebrate other changes that are happening with your business, such as expansion, so use the opportunity to share some good news while the spotlight is already on you.
Get buy-in from everyone
For a brand refresh to work, everyone in the company needs to get on board. As part of the corporate rebranding process, you should consider providing staff training and awareness sessions to help everyone understand the new brand and how they will be able to use it in their roles. You can make it easier by creating brand guidelines, templates and other advice to make the transition a smooth one and limit mistakes.
Make a big deal about it
A new brand is something worth shouting about. There are different ways you can announce your rebrand, but how big you go depends on how much attention you want as well as considerations like your budget. The good thing about social media is that it’s instant, free communication, so if you’re not planning a widespread marketing campaign around your rebrand, a social media launch could be a useful alternative.
Launch parties, staff gatherings, and a big email campaign are just some of the ways you can mark the occasion and make a splash about your relaunch.
Work on reaching new audiences
While a rebrand is a good way to remind your existing customers about you and what you do, it can also be a great opportunity to connect with some new audiences too. With a fresh new brand behind you, you could have a lot to offer new customers who might not have taken much notice before. Start an awareness campaign to boost your business’ profile and look forward to increasing your customer numbers.
A brand refresh can be an exciting change for your business, but it’s important that you get it right. Changing your branding should be one of those decisions that’ll take you forward, not hold you back. Take your time working on your new brand and don’t forget about all of the other things going on with your business – your rebranding will be important, but it’s also important to focus on the things that make your business great. Is a branding refresh on the cards for you? Start planning how you can make it work and look forward to a new chapter in the life of your business.