Re-branding. Why, when and how?
We’ve said it before and we’re saying it again, “your brand is not just your logo!”
Your brand encompasses all elements of your business, from your values, mission, strategy, customer service, staff, workspace, imagery and communication and marketing tools. Branding should also spark emotion and resonate with your target market, build trust and loyalty.
Sooner or later, the time comes when your brand outgrows your company, no longer does it justice, or reflect how your business has evolved and grown since you first launched.
There are a number of reasons why businesses choose to re-brand:
- Change in company structure
- Company’s modern culture has outgrown outdated branding
- Business is now international
- You want to re-position your place in the market
- You want to appeal to a younger or different customer base
- You need to keep up with an ever-evolving market or your competitors
- Change in CEO or Director
If you’re considering a brand refresh or a complete overhaul, no matter how well you know your business and wider sector, the process should always start with market research.
This should include gathering information on and from your target market. It is essential that your new brand appeals to both your existing and potential customers. Focus groups and online surveys are great for collating honest feedback on the strengths and weaknesses of your current branding. Constructive feedback provides you with an idea of how to move forward with your new brand.
Whether you choose to work with a specialist branding agency or utilise in-house design resources, whoever is responsible for developing your rebrand should thoroughly understand your objectives, competitors, values, business, where you want to be positioned in the market and your target customers – inside out.
An important factor to consider when re-branding is that all elements need to work effectively across on and offline platforms and channels; from your website, stationery, social media, email marketing templates, vehicles, signage, clothing and printed marketing materials.
Execution and Rollout
Employees, stakeholders, customers/clients, suppliers, and any other key business associates should be notified prior to your re-brand being rolled out. Highlight the predicted benefits the change will bring to the business.
Once concepts have been developed into the final brand and you’re 100% confident, it’s advisable to have an execution strategy in place. All on and offline marketing platforms and channels should be scheduled to be updated at the same time, from signage, stationery, website, email footers to social media pages for consistency and to avoid confusion.
A rebrand is challenging but can also bring around new opportunities, a positive change in attitudes and can be extremely rewarding!
Are you considering a rebrand? Speak to our expert team to get your strategy started!