Rebranding your business, this is a large step for any business big or small and should not be attempted without a good understanding of the work involved, plus the pro’s and con’s that could arise. Luckily with the right support, assistance & knowledge the process of refreshing your business can be an exciting and beneficial venture.
Reasons for rebranding are somewhat unique to each business and will be either a reactive or proactive strategy, common causes can be as straightforward as
- New product or service
- Change of leadership
- Change of appeal to a different customer demographic
- Branding is outdated
- Merger of existing brands
- Fixing a bad reputation
- The company mission has been updated
- Not keeping up with the appeal of competitors
A rebrand done right is not simply a refresh of a company logo, it is an opportunity for a commitment to a fresh outlook, change, or enhancement of aspects that contribute to a new look and feel for your business.
The main areas of focus should be
- Timing & reasoning behind looking to rebrand
- The thought process behind needing change often sets a direction with the rebrand look & content
- Timing can be paramount to get correct, industry & marketplace research should be taken into consideration when working towards a particular launch date
- Setting a logo, company theme & brand guideline
- The creative is more than just a new logo design, it is the development for how your business is represented, it is developing a guide for associated products or branding requirements, and ensuring brand consistency across the board
- Ensure your electronic documents & templates are corrected to suit the revised theming
- Updating where the brand is physically seen
- Ensuring the new look is rolled out throughout company promotional products, apparel & uniforms, signage, stationery and corporate gifts for example
- Considering your digital footprint
- Looking at the update of website design and content
- Optimising search engine management and results
- Analysis of social media platforms together with planning for content to continue to compliment the rebrand of the business and the message that it conveys
- Development of a strategy to launch your new brand
- Looking at ways to interrupt the marketplace for maximum exposure
- Planning on how to increase traffic and capacity to manage more enquiry
- Ensuring the story of the rebrand and the associated missions, morals & messages are conveyed successfully
The benefits of putting your business through a rebranding experience can be largely beneficial to the business as you have the potential to
- Reach new customers and sections of the marketplace overlooked previously
- Share new goals, morals, values or products/services
- Remain current with modern looks and trends creatively
- Reaffirm your business as an industry leader and an expert in your field
- Improve employee pride and boost productivity
- Improve your google ranking and SEO results
- Increase profits as a result of all of the above changes
Jumping into a rebrand may not always be the most beneficial solution for your business, before you get started some things to consider are
- If you are doing it due to new management/ownership, you risk losing the trust from your current clientele who already are working through changes of contact or process, removing the current branding may add to risk of losing the loyalty of the customer, your launch strategy should reaffirm the benefits that the customer will receive as part of the changes
- If you do not have sufficient funds available to support the costs, simply do not commit to the process, without the necessary expenses being outlaid the rebrand is not likely to bring any benefit to your business
- Lack of consultation with experts can lead to an unsuccessful rebrand launch and poor execution of your fresh update, this can be more damaging to the business than leaving things as is
For expertise on whether a rebrand is the right option, and the best steps to take for your business, speak to a Team Red expert today for some advice and direction.
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