The decision to rebrand a business is a big one, but can be hugely advantageous if done correctly. Rebranding allows you to…
- Embrace a fresh start for your business
- Update your existing brand in order to more closely align with modern trends
- Capture new customers thanks to the change in branding approach…
- … and much more besides.
However, to take advantage of the above benefits, you have to be sure that the rebranding process is both simple to manage and is ultimately conducive to a brighter future for your business – which is often far easier said than done. In an effort to ensure the process goes exactly as it should, below, we’ve compiled a few pointers that you will definitely want to keep in mind as you embark on a new start for your business…
#1 – Finish this sentence: “I am rebranding my company because…”
When rebranding, the underlying strategy has to be clearly defined. Ideally, you should be able to finish the sentence above in less than 10 words; for example: “I am rebranding my company because I want to appeal to a younger audience” or “… because I want my company to seem more modern and on-trend”. This sentence can then be used to control every decision you make during the rebranding; it becomes your guiding principle that you can refer to time and again, helping to ensure the overall effort is as cohesive as possible.
#2 – Be prepared to change your brand voice
Your brand voice is integral to your company and, in some cases, you can keep the same voice even when you have rebranded – for example, if you’re simply updating design aesthetics to meet more modern trends, there’s no particular reason to make a complete change. However, if you’re rebranding to target a new market or alter the direction of your business, then redefining your brand voice along with your other rebranding efforts is highly advised.
#3 – Be prepared to invest
Good rebranding requires investment; you’ll need to meet the cost to redesign a website, your logo, buy new marketing materials, signage, and much more besides. Unfortunately, these costs are unavoidable if you want to rebrand successfully; if you’re going to rebrand, then there is little point in opting for half-measures. If you need to delay until you have set aside the funds required to opt for a complete, high-quality rebrand in future, then this is far preferable to making small, incomplete, or low-quality changes in the short term.
#4 – Use your rebrand as a marketing exercise
Wherever possible, coordinate the launch of your rebrand with a significant marketing push – you could run a countdown on social media, issue press releases, or even hold a launch party. Not only does a marketing push help to ensure that your company’s new brand is recognized, helping to increase awareness, but the rebrand should allow you to appeal to customers you may never have been able to access before.
By keeping the points above in mind, you can be confident that your business’ rebranding proceeds without a hitch while also facilitating greater success for your company in future.