A rebrand is an exciting endeavor for any business, but the process can be time-consuming and daunting, especially if you haven’t done it before. You can also ask yourself, “Where do you even begin?” What do you start with? Who can assist? Fortunately, you do not have to tackle it alone. That’s why we’ve created a step-by-step process to get you through a rebrand from start to finish, including how to rebrand your social media, which can be Twitter or Instagram, a product, and your business by yourself. Without further ado, let’s proceed.
What is Rebrand in Business?
Rebrand is when your business rethinks its marketing approach with a new name, logo, or design, the goal is to create a new, distinct identity in the minds of customers and other stakeholders.
Reasons Why You Should Consider a Company Rebrand
#1. New locations
If you’re expanding into overseas regions where your current logo, messaging, and so on will not be recognized, you may need to renew your brand.
#2. Market repositioning
Brands are intended to connect businesses with their customers, therefore if you reposition your company to target a whole different client profile — whether through product, place, pricing, or promotion — your brand must adapt.
#3. New Philosophy
Every decision you make, including brand selections, should be guided by your company’s mission, vision, and values. If your MVV is altering and pivoting the path of your firm, you’ll need to rethink your brand.
#4. Mergers and acquisitions
When two firms merge, two brands join forces as well. If your firm was acquired or merged with another, you cannot just let the two brands compete. Developing a new brand that accurately represents the new organization will reduce confusion and increase trust.
Reasons not to Rebrand your Business
#1. Boredom
People frequently consider rebranding because they are tired of seeing the same logo and slogan every day. When you’re getting tired of your brand, keep in mind that your customers (who see it far less frequently) might enjoy — or easily recognize — that trademark hue you’ve grown to despise.
#2. Covering up a crisis
A rebrand isn’t the answer if you’re dealing with internal challenges or dealing with negative headlines. Most customers and staff are astute enough to see right through your rebrand and identify it for what it is: a ruse.
#3. Impact and ego
A rebrand may appear to be the quickest method for new managers to make their mark. But, the majority of new managers are not executing the type of institutional change that merits a rebrand. More often than not, new leadership that insists on a rebranding is doing so for personal gain rather than the sake of the organization.
#4. Seeking attention
Perhaps sales have been stagnant, or perhaps brand awareness initiatives have stalled. In either case, launching a rebrand is a bad idea. At best, you’ll produce some short-term buzz with no long-term sales and marketing strategy. At worst, you’ll lose any brand recognition and jeopardize your sales and marketing efforts.
If you’re thinking about rebranding, are ready to get started, or are struggling because you’ve hit a roadblock, we hope this guide will help you go through it as smoothly as possible.
#1. Start With The End In Mind
Too many businesses seek to rebrand in response to current events, technology, and customers. That’s equivalent to naming a baby “Flippy” because it’s cute when they’re born and ignoring the inevitable growth and change that will occur. Brands are interchangeable. What is your long-term strategy for customer experience, product growth, and market maturity? Who do you want to be when you grow up?
#2. Know why you’re doing a rebrand.
Just because you’re sick of staring at your logo doesn’t imply you need to rebrand. A rebranding requires a significant amount of time, energy, and resources, thus it is not a decision to be taken lightly. Every rebrand is unique, but you should know why you’re embarking on this journey.
Finally, you’re probably rebranding because there’s a fundamental issue with the way you’re communicating your brand. To properly address this issue, you must first identify what the issue is. Above all, you must convey the issue to your team so that everyone understands why they are working toward this goal.
#3. Consider Current Employees And Customers
Consider your clients and staff first before you rebrand your business. To get honest feedback, ask questions and conduct polls with your favorite employees and customers. It is critical to do so in order to avoid the risks and costs associated with a poor rebranding of your firm.
#4. Communicate Why You’re Making Changes
It is critical to clearly express the reason for rebranding to loyal customers so that they understand why the company decided to do so. Most clientele will be supportive of the rebrand if properly explained. Employees that are on board with the redesign and act as brand advocates can also contribute to a smoother transition.
#5. Determine your brand’s team.
A rebrand requires a team with knowledge, competence, and communication skills, as there are many moving components and the process may become difficult very quickly. When it comes to selecting the right individuals to carry out your rebrand, you have two options: go totally in-house or consider hiring a brand agency.
Each has advantages, and it all comes down to what you require.
- Benefits of working in-house: No one knows your brand as well as you do. You should consider it if you have the knowledge, resources, and skills to handle the rebranding yourself.
- Benefits of hiring a branding agency: While no one knows your brand as well as you do, brands can sometimes operate in a bubble.
#6. Redefine your company’s vision, mission, and values.
What exactly are you doing? How are you going about it? What is your motivation? These are the three questions you’ll need to ask yourself while re-evaluating your vision, mission, and values during a rebrand. While it’s easy to take your message foundations for granted, they might shift as your business expands.
#7. Conduct Market Research
When it comes to rebrand in business, market research is essential. Step one is to ensure that you have the data to back up your branding so that you can move forward confident that your new look will be well received by your target market and that you can evolve to achieve your vision.
#8. Complete a competitive analysis.
Effective branding is all about communication—knowing what to say and how to present yourself to your target audience, especially in comparison to competing businesses.
As a result, it’s beneficial to assess your competition by scrutinizing every part of their brand, from logo design and slogan to brand voice and message. This is very helpful knowledge since it shows how you might zag where others zag. (You might be amazed at how many similarities you’ll see among your competitors; for example, if everyone has a blue logo, you can make a statement by using a different hue.)
#9. Examine Your Data
Take the time to evaluate consumer input before embarking on a rebranding initiative. Examine your online reputation, social media platforms, and sales trends. Before making adjustments that could have a negative impact, you must first assess your clients’ general contentment with your current brand and what isn’t working.
#10. Seek Stakeholder Feedback
It is preferable to begin the rebranding process by soliciting thoughts or feedback from all corporate stakeholders, including customers, employees, self-feedback, and extensive market research. Utilize the final data or insights to develop a comprehensive rebranding strategy that helps express your brand slogan and tie it to your current clients. The bigger the scope of the plan, the stronger the cascade impact.
#11. Consider Recent Failures
Concentrate your rebranding efforts initially on the company’s recent failures. Then, combine your new plan with your previous successes. When a firm is attempting to restructure its branding, this is always a win-win situation.
#12. Find Your Unique Niche
As part of the rebranding process, you must determine what you can accomplish uniquely and how to best exploit your unique selling features. For example, are you recognized for exclusively offering sophisticated solutions, or do you want to be known for being cost-effective? Remember that you cannot appeal to everyone. Your task is to identify your specialty and meet those demands.
#13. Establish A Firm Brand Voice
While acknowledging that customers are important in rebranding a company, I feel that a strong brand voice must be established. That is, first and foremost, the company’s underlying philosophy about how it will engage with customers. That will force you to follow through no matter how many times the company rebrands.
#14. Treat Rebranding As A Project
The first step is to determine which stakeholders must be involved and have a say in the project. Create a project brief or document to ensure that everyone is on the same page. The brief should define the challenge (why the project exists), the aim (what we hope to achieve), the team, unresolved questions that need to be answered, and the procedure by which those questions will be answered.
#15. Complete a brand audit.
A good rebrand begins with thorough research. The more you know, the better your plan and creative approach will be. Before you begin your rebranding (message, design, etc.), you must first evaluate what is working, what is not, how you need to expand, and so on. In summary, you must first analyze your brand’s current position and then modify it accordingly.
As a result, the first and most important step is to conduct a brand audit. Similar to your competition study, this is an opportunity to conduct a deep dive into your current brand. The information gained throughout this stage will influence your future decisions.
#16. Create your brand guidelines.
Some teams are reluctant to or overwhelmed by change; you can’t simply introduce the new branding and leave them to it. You must enable your team to correctly apply branding by presenting everything—your Brand Heart, messaging, and visual identity—in tidy, crisp guidelines.
To make things easier, provide extensive and easy-to-understand instructions, as well as real-world examples or checklists. Your new guidelines should be visible and available to any content producer who requires them, and a point person should be designated to answer any queries about how to apply them.
#17. Roll out your branding.
It’s one thing to finish a rebrand; it’s quite another to put it out there. There is a lot to consider about, from informing your team to disclosing it to the press. The more prepared you are, the easier things will go. As a result, you must have a good rollout strategy in place, both internally and publicly.
How do you Develop a Rebranding?
You can deveop rrebranding Campaign in 7 Steps:
- Begin with the business purpose.
- Investigate Your Company and Potential Customers.
- Capture Your Brand Strategy with Positioning and Messaging.
- Create Your Brand Identity.
- Create a website and an online presence.
- Marketing Material.
- Plan for Brand Development.
What is a Rebranding Strategy?
Rebranding is a marketing approach that involves altering an existing company’s or product’s image, identity, or market positioning. It could entail revising the company’s name, logo, packaging, website, marketing materials, and messaging to better correspond with its goals and target audience.
What are the First Two Steps in Rebranding?
Before rebranding, you must first grasp the rationale for the rebranding and how the complete business team perceives it.
What are Four Tips for Rebranding a Logo?
- Prepare from the start
- Plan touchpoints.
- Prepare your style guide.
- Begin your rebranding efforts inside first.
What are the Four Elements of Rebranding?
Concentrate on products, narrative, pop culture, and customer requirements. To successfully rebuild your brand, you must reconsider your product, story, culture, and customer approach.
What are Key Elements of Rebranding?
These are the important elements you’ll want to nail in order to have a successful rebranding.
- Your company’s mission and values.
- Your company’s logo.
- This is your tagline.
- Colors for your brand.
- Your Brand’s Tone.
- Your Brand’s Policies.
Conclusion
Now that you understand what a rebrand comprises, it’s time to evaluate whether and how you want to rename your own company. Whether you choose a logo redesign, a website redesign, updated messaging, or a total brand revamp, these stages can assist you in determining your best plan for developing a brand that gets it right this time.
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