Rebranding your business

Rebranding your business is rather more complex than simply coming up with a new logo. Done correctly, it is a considered review of your organisation’s vision, values, product offering and a refreshing of the story you want to tell your customers and wider audiences. It is about taking a calculated risk with a new identity and then committing to it without totally abandoning the old.

Why rebrand?

Rebranding should never be done for the sake of it or because it is the latest marketing trend. Neither should it become an excuse to focus on exciting new logos or colour schemes without first working out why a rebrand is necessary and exactly what you want it to achieve. The first question you need to ask yourself is, why do you need to rebrand. Have your core values become out of touch with the current state of your business? Have you stopped being relevant to your target audience and is interest waning as a result? If you are nodding your head at this, then it is probably time to take a fresh look at your brand.

When to rebrand?

Rebranding tends to appear on the agenda when it becomes clear that the values or product offering is out of synch with the organisation’s existing identity. Perhaps your audience and priorities have changed since you were originally founded. Maybe there are ethical changes to be taken into account, such as a new focus on more environmentally-friendly production or sustainable sourcing. Maybe younger generations are discovering your products for the first time and need a more relevant brand to keep them interested in the longer term. Other key triggers for rebranding could be significant events such as a merger, expansion or entry into a brand new market – any of these circumstances could mean it’s time to pep up your image with a professional brand consultation.

How to rebrand?

As with anything worthwhile, planning is critical. Do your research into why and when you want to rebrand before opening talks with your chosen design consultant or rebranding agency. Consult with customers and other key audiences and find out what your competitors are getting right – and wrong – with their brand identity as well.

Next, communicate with your stakeholders and keep on doing so. Hire a professional branding firm to help you get creative with suggested logos, mission statements, straplines and the like – this is the fun part! Keep records of all decisions and make sure everyone understands and supports the ‘roll-out’ so it can progress without any hitches. Your branding experts can also help you plan launch parties, press and PR, internal communications and branding guidelines so use them well and take advantage of their expertise. Finally, stay true to yourself and stick by your final decisions. Rebranding can be a controversial area and there will always be people standing by ready with unsolicited opinions and advice. If you believe in your new identity strongly enough, then others will eventually follow suit.

For more tips and advice, or to chat through your own rebranding project, please get in touch.