5 Tips for a Successful Rebranding
When the term 'rebranding' is brought up, brands can be a little hesitant as the term invokes a sense of change to an already established corporate identity. However, rebranding should be thought of as an evolution of a brand - a progressive next step to create a different identity from its competitors in the market. From truly understanding your brand's standing in the market, as well as its next step, to finally unveiling its new face to the public, here are 5 steps we abide by before successfully launching a rebranding campaign.
1. Ask yourself the tough questions.
It's important to really think about your company and get a strong understanding of who your company is, what you do better than anyone, and what you want your customers to know about you. Think about your current customer base and what type of brand values they are searching for. Keep up to date with current events and find out what is trending right now in the market. What are customers looking for in a business similar to yours?
2. Decide who will execute what.
Who needs to be involved to create a clear purpose, vision and values?
Who will redesign your logo?
Does the company name need to change?
Who will create the guidelines for colors, fonts, writing and design?
Who will implement all the new elements (website, signage, collateral, intranet, invoices, etc.) across the company?
In this process, consider the different roles required: leadership team, marketing team, design, copywriting, legal and HR. If you haven't led a rebrand before, it's probably wise to engage a brand agency or consultant to help guide you through the process and provide an outside perspective and even additional resources.
3. Create your new brand.
It won't, and shouldn't be, a fast and easy process. You want to make sure you get it right the first time around; otherwise, it could impact the credibility of your business. Jones suggests involving different perspectives at each step in the process. Seek input from customers, employees, partners, vendors, etc., to make sure you're on track with a new brand that paints your business in the right light. When creating your new brand, also think about why you're doing it. If you are doing it just to make the news and get attention, you might want to rethink it.
4. Prioritize and set goals.
Since rebranding should be a slow, calculated process, you can't do everything at once.
List everything that is branded, from marketing materials to delivery vehicles to forms and invoices. Prioritize the rebranding of each item, create a timeline, and assign the person responsible for execution. Having a plan written down for when you want each part of your rebranding completed can help all those involved stay on track for the announcement, so write down your goals and feelings about the rebranding.
5. Make the announcement.
Once you've completed the processes above, it's time to announce your rebranding. Rebranding is the perfect opportunity to tie into marketing opportunities. The best way to announce a rebranding is with a sale, promotion or contest. It needs to be something engaging that gets your customers involved and highlights all the ways your rebrand will be best for them. You also want to announce it in phases and not jump to dump it on people – slow and steady wins the race.