Hints and Tips to Consider when Rebranding
Rebranding is extremely popular in the world of business. There are many reasons that companies may decide to rebrand. Often they feel that their current brand isn’t strong enough and decide that changes must be made, other times a brand can become outdated and no longer fit. Whatever the reason may be, it’s vital that when a company decides to change their brand that they get it right and present the correct image to their clients.
A lot of work and research should go into to developing a rebrand. Having the right brand can heavily influence all the other aspects of the business and because of this no stone should be left unturned in the process.
Here are some things to consider when rebranding:
1. Know Your Why
It is important to know exactly why you have decided to rebrand your company.
Is it to increase sales, brand awareness, change the image or for a mixture of reasons? Knowing the purpose of the rebrand will point you in the right direction from the get go.
2. Brand Repositioning
Brand positioning is an integral part to working on a rebrand. Brand positioning is determining where you sit in your customers mind and what makes you stand out. Before working on any branding project it is important to know your brand positioning – this helps with all elements of the design process and is something that your design team will ask for in advance.
3. Create a Mood board
Creating a mood board can be a fantastic benefit whilst engaging in a rebrand. Mood boards can give great inspiration and make it easier to visualise where the brand in it’s entirety. It is also very helpful for briefing your creative team such as graphic designers, website developers and videographers (etc.).
4. Ask Around
It can be very beneficial to get the opinions of your customers and colleagues when working on a rebrand. After all, people are ultimately who decides whether a rebrand is successful or not. Simply asking people around you will do the trick, but if you want to take it a step further, focus groups and online surveys could be highly beneficial too. A tool we use which is very beneficial is surveymonkey.co.uk.
5. If it’s not broken don’t fix it
Not everything within the brand may be a problem. There may be no need to make changes to certain elements of the brand. Prioritise what needs to be fixed or changed and focus on this.
It is also important to not forget the history of the brand or its core values when rebranding.
6. Graphic Design
It is extremely important not to neglect the look and feel of the brand, after all, this is the visual perception that your customer will hold of your business. Employing a good graphic design team to work on your rebrand is money well spent. Shop around for value and be sure to get a minimum of 3 quotes before you decide who to use.
The design you choose will be what the customer will see for the foreseeable future, so make sure it’s good.
7. Brand Bible and Brand Identity Check List
When working on a rebrand we always advise clients to develop a brand bible and use a brand identity checklist. Your graphic designer should be able to supply you with a brand bible. This is a document that gives you the details of your logo usage, colour usage, printing specs etc.
We also use a brand identity checklist to make sure that all of the design elements are completed in full. Many companies only think of their logo and website when developing their brand, but what about print collateral, e-mail signatures, signage etc? These are all important elements of your brand too.
Once all the work within the rebrand is complete, it’s then time to make sure that the public is aware of the changes.
Here are a few tips on how to create awareness about your rebrand:
1. Use Social media
Social media has become one of the most effective ways to spread awareness about a rebrand. It also gives a company a platform to create a certain brand image with their posts. Using platforms like Facebook and Instagram for consumer marketing and the likes of LinkedIn for business to business marketing can be extremely useful.
2. Media Plan
Media has become an increasingly broad term and many different platforms now fall under its title. From television to social media, it is important to know what platforms your company will decide to use. Make sure these platforms suit your brand and also are feasible for your budget.
3. Engaging Influencers
Influencers have been an extremely useful outlet over the last few years by influencing consumers to purchase the products that they promote simply through their celebrity status. Paying these influencers to promote your brand and also some of products is also a great way of creating awareness surrounding the rebrand. It is essential that you choose the right influencers to match the brand as if the personality or following of the influencer does not match the brand it can send out the wrong message and could cause problems for you in the future.
Companies can often view a rebrand as extra work. However, if completed correctly it can be a game changer for your company. By simply following the hints and tips above, you should avoid a lot of the common pitfalls encountered in this process.
It is also fun to do and can seriously increase sales.
If you would like any help in a future rebrand, be sure to give us a call at Manzor Marketing for a free 1hr complimentary coffee to chat through the process. We hope this article has helped and best of luck with your rebrand.