Every brand has to change into how it wants to present itself with the time and amid a new generation of customers. People also reinforce their loyalty to a brand that they see updating itself with the emerging trends.
But rebranding a business is not an easy task as you need to consider its various aspects. Just a random tweaking of a logo design here and there will not yield the results. If people do not respond positively to your rebranding efforts, it may even harm your business.
So, here is what you need to know when rebranding your business.
What is rebranding?
Rebranding is the process of partially or wholly changing a company’s brand, including its colors, typography, and logo. Polkadot Communications, a PR agency based in Sydney, specializes in building brands through a range of services such as PR, social media, events, and digital marketing. When rebranding, a business can choose to refresh its brand by making slight changes to its logo, color, or typography.
Alternatively, it can opt for a partial rebrand, which involves rebranding only one element while leaving others untouched. For example, a company may redesign its logo but keep its colors and typography the same. However, in some cases, businesses may choose to undergo a complete rebranding, which gives them a brand new identity and makes them look like an entirely new company.
When to rebrand?
You should opt for rebranding only when there is the right time. Here are a few instances to recreate your brand:
- When launching new products and entering a new market
- You intend to target a new audience
- You are not satisfied with your current branding image
- If you get a bad reputation, you need to change your brand identity
- You want to look different from competitors
- Some developments like mergers, acquisitions, new policies, or leadership changes may also be a reason for rebranding.
Strategic roadmap to rebranding your business
Dedicate a team
Now that you are determined to recreate your brand building, a dedicated rebranding team is next. If you overhaul your branding, the team will be bigger, comprising marketers, graphic designers, copywriters, and PR experts. You need to involve these experts so that you address each rebranding aspect professionally.
But either you will hire a logo designer to get a personalized logo or get the job done in-house depending on your budget. For example, suppose you can pay expensive fees to the rebranding professionals. If that is the case, you should use marketers and PR strategists to create your logo, write your copy, and promote your rebrand. Logo designs are an essential part of any business. If you cannot recruit the help of a PR agency, you can use AI tools, such as those offered by LOGO.com, to integrate color, product, and even your mission statement.
But if you do not have time to wait for your new customized logo, then an online logo creator can be a good choice to get a logo designed within a few minutes, and you can also customize it as per your needs!
Know what exactly works for you
Your team must find out what elements of your brand need rebranding. Make sure that you even recheck your company name and see if it needs some tweaking to make it look impressive to a modern audience.
Other things to check include your company’s logo, slogan, typography, and color palette. You need to evaluate your marketing and social media campaigns. Take a relook also at your brand voice and see if it needs to change now.
Check if your website design and app design are still good enough to suit your rebranding strategies or need a change. Go through your content strategies as well.
Collect data from your target audience
You should never start by assuming something about your target audience to rebrand your business, as that will lead you to nowhere. Instead, first, get data from your audience for analysis.
Your small business can conduct online surveys to understand what your target audience wants from your products or services for collecting data. Ask them a wide range of exciting and engaging questions in surveys to ensure maximum participation and a good majority of opinions.
You should then analyze the data to know which aspects of your brand need more attention than the others. Also, you will come to know about the changing mindset of your target audience so that you can do the needful in terms of redesigning your brand visuals.
Know what your competitors are doing
Find out what strategies your competitors adopt to drive customers’ attention and promote their products or services. A close analysis of their plans will help you stand out in devising your rebrand strategies.
Remember that people love to be loyal to brands that look unique, which indicates a trustworthy brand. So, for instance, if most businesses in your industry use a particular color, you can also use it to benefit from it. Or, you can experiment with a different color to stand out from competitors. But analyze your risk as well.
Similarly, take a closer look at your competitors’ use of typography, images, logos, business logo design, and other visuals.
Think of your core values and personality
If you have already determined your brand’s core value, then analyze them and see if they fit in your rebranding plans. Generally, a rebranding campaign involves a lot of shifting and overhauling, including revisiting your brand values. So, you may think of repositioning your business in a different light. A reason for that could be that you are introducing new products or services, which requires you to address a new set of customers.
To know what personality should your brand acquire now is to see it as a person. For example, will your brand appear like a fun-loving person or a serious one with formal air? Ask such questions and their answers to get your new brand personality.
Your brand values are what you believe in and how you want to conduct your business, keeping your target audience in mind. So, when rebranding, define your brand personality and core values clearly.
Publicized your rebranding
After you are finally done with your rebranding, it is time to take it to your target audience. You must let them know about what is new in your branding so that they are well prepared for it before actually using your products or services.
So, even before launching your newly designed brand, issue a teaser where you hint at what is in store for the users. Then, for extra attention, launch previews, scheduled contests, and events. That will create a little hype for the launch.
When you launch your rebranding, tell what was the need for it so that people can make a sense out of the redesigned visuals such as your logo. You can share some behind-the-scene videos as well. But make sure that you share this in the story format to engage viewers.
Consider these tips as your guide to rebranding your business. These basics will lead you to recreate your brand visuals such as logo, business cards, etc., to tell your brand story again with a new angle.
Rebranding is a serious exercise, and it should be taken up professionally as it will make or break your business. You need to dedicate a team to recreate your brand. Collect data from people as a base to work on and analyze your competitors’ strategies. Know what brand personality and core values you want to adopt. Make sure that you take your rebranding efforts to the audiences.
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