If there is one thing in life that is constant, it is change. Just like people, brands and logos also need change – they need makeovers to stand the test of time.
Rebranding isn’t the superficial process of merely refreshing the design of the company website and logo. When it comes to rebranding a business, you are supposed to take it in a new direction by consolidating your aims and visions, making certain they are reflected in the output.
There may be multiple reasons why you choose to rebrand: you may be planning to change a significant element of the brand (such as your brand name or logo design), wanting to appeal to the new demographic, merging with another company, branching into new territories (such as introducing new products) with your company, etc. The change may even be subtle such as a slight shift in messaging to communicate more efficiently a relevant brand promise. Whichever reason you are choosing to rebrand, it is essential to follow these steps to go through this process smoothly.
The Process of Rebranding
Step 1 – Introspect
You need to have a crystal clear understanding of your brand’s way before you even start investing your time and money into rebranding; it is extremely important to have a vivid image of what you want as your end result.
Rebranding may feel overwhelming if your company is large. In such a scenario, it is always a good idea to hire a marketing firm or an external consultant to simplify the process. You may hire an affordable logo design company if you have a tight budget, but make sure they are professional.
On the contrary, if you are a Small to Medium Enterprise (SME) who is already aware of the changes that need to be made, you can get in on it alone.
Nonetheless, in either of these situations, you need to specify goals and objectives for your brand because you won’t be able to determine its outcome without it.
Step 2 – Do Your Research
As much as it is necessary to know your brand, it is also critical to research both your existing and potential clients.
Interview your clients to obtain insights about your brand and their perception. Wade into your company’s website data, email data, social data and search data. Try to figure out the pain points of your audience – the problems they struggle with. Surveys are a good choice to seek the audience’s opinions. To differentiate yourself from your competitors and stand out from the crowd, you need to conduct a competitive landscape research, which consequently will allow you to develop an impeccable rebranding strategy and align your brand with the intended audience.
Step 3 – Be Holistic
It is easy to think of rebranding in terms of visual assets when it comes to rebranding. But let’s debunk this branding myth: branding is not purely aesthetic. Logo is indispensable, but it is only a small part of the branding mix. Branding, in short, has more to do than look cool. It has to resonate with people enough to attract them to your brand.
Your company may have a spectacular logo and efficient marketing, but if those elements don’t harmonize together and don’t communicate a singular message, your branding will fall through.
An effective rebranding strategy is an amalgamation of visual and non-visual elements, covering different areas of business. The non-visual elements may include positioning, customer promise, core values, brand personality and more while the visual elements may include new color palette, fonts, logo design and a change in overall look and feel.
Step 4 – Discover What Makes You Unique
Since the heartbeat of your business is its essence, one should stay true to it, especially when rebranding.
While holding onto your true essence, figure out what makes your company unique in the marketplace and how you can leverage USPs as an epicenter of the rebranding process. For example, figure out whether you are interested in marketing your business as budget friendly or do you plume yourself on selling only high-end products?
Hold firm to the core of what makes you unique and who you are. A study conducted by the CEB revealed that 71% of buyers buy a product because they feel an emotional connection to the brand and are enticed by its uniqueness.
Whatever you decide on, you certainly don’t have to win everyone over. Concentrate your identity down to a few keywords relevant to your niche. Your main focus should be on the needs of the customers and the services you are providing.
Step 5 – List and Redesign Your Brand Touchpoints
A brand touchpoint is a way of interaction or communication between a brand and its customers. For instance, if you run a restaurant, your brand touchpoint would be the signage of your restaurant, the menu customers see when selecting their food, the uniforms that take the customers’ orders, etc. Each of these elements should be designed in a way that they are consistent with the rest of your brand.
It always helps to make a list of all your material that needs rebranding – flyers, signs, blogs, websites, posters and blogs. Moreover, whenever you experiment with a new design, ensure that it is parallel with your brand strategy.
Step 6 – Make Your New Brand Public
Rather than rolling out things slowly and revealing new things in bits and pieces, make a clear jump to the other side so as not to confuse your customers. The rebrand should not take more than a few days to be implemented.
Most people don’t like arbitrary change and need a reason for your rebrand. So it is better that you emphasize how and why will the rebrand benefit them. Most importantly, use the rebrand to gain publicity and engage with customers. For instance, if you have a mailing list, give your leads a slight hint about the impending launch and the changes.
Lastly, make sure that wherever a prospective customer comes across your brand, they encounter the new you.
Neha Ahmed is a writer and an enthusiastic education activist who very well knows the art of weaving words into strings of meaningful content. She has previously worked as an Editorial Intern at Oxford University Press and currently works at the Invictus Studio where she contributes to blogs and deals with other digital aspects. She also uses art to address social issues and strongly believes in bringing a positive change in the world.