Making the decision to rebrand your business is not a step to be taken lightly, however most companies at some stage will undergo rebranding. Rebranding if carried out carefully can update the image of a company, keeping it current and fresh. Of course rebranding should not occur frequently as this would cause confusion and mistrust amongst consumers.
There are many reasons why a company decides to rebrand, perhaps the company has launched a completely new range of products, they may have merged with another company or they may want to simply stay on trend, in line with their competitors.
Before deciding on a total rebrand, look carefully at what you would like to achieve. It is possible that only parts of your brand needs updating or maybe a few tweaks here and there would suffice.
What steps should be taken for a successful rebrand?
For your rebrand to be a success you really need to focus on what your brand is all about and who your target market is. Carry out market research by asking for opinions on possible logos and colours. Describe your brand in words and see if the images and designs you have chosen communicate the same message.
Once you have a clear idea of what your brand is aiming to say, it’s time to start designing. Don’t be afraid to be bold, as you will want your brand to stand out over your competitors. If you take part in trade shows your tradeshow displays need to make maximum impact and a strong recognisable logo will help you achieve this.
There are experts available to hire, who will help you create the perfect brand, you may feel that this is an expensive option, but having good branding is crucial to business success. Ensure you stay in the loop when outsourcing branding to ensure your vision is effectively communicated and created.
Careful consideration should be taken when deciding on fonts and typography in your logo and promotional material. Often a brand can be recognised simply by its typography – think Coca Cola!
Once you have integrated your rebrand across all literature, websites and media platforms it is time to launch your rebrand. This is a process very similar to the one when you launched your business in the first place. The main exception to launching a rebrand in comparison to a new brand, is that you will want to keep your existing customers, as well as attract new ones.
It is important to ensure your existing customers are aware of your rebrand and why you are doing it, they will want to feel confident in your business. Keep customers informed throughout the process and answer any queries accordingly. Your customers are valuable assets in attracting new customers both during the rebranding process and after your launch.
To conclude rebranding can breathe fresh life into your business, but it should be done with focus and planning. Try to avoid confusion and place emphasis on keeping existing customers on board. Your logo and brand is your identity within the market place, so it is crucial to get it right.
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