24 Aug 10 things to remember when rebranding
Rebranding is an exciting adventure for a company to embark on. Here are our top 10 expert recommendations to make sure that your rebrand is fully thought-out and prepared.
- Review the existing brand:
Decide which parts of the brand should be kept and which areas need to be refreshed. Consider what worked, what didn’t, and what elements of your current brand you want to protect.
- Audit your existing branding literature & collateral:
Decide how the rebrand implementation will happen, for example will new business cards be distributed straight away or will they gradually be replaced once the old ones have run out? Plan ahead to track the rebrand and maintain your budget.
- Why have you decided to rebrand?
What factors drove the decision to rebrand? Defining the ‘why’ will serve as a compass for all future decisions, employee questions, and forks in the road.
- Define how this rebrand will differentiate you:
Your new brand needs to demonstrate your unique value proposition and communicate how you make your customers’ lives better. Rebranding is an opportunity to show off what you bring to the market.
- Define what a successful rebrand looks like:
Determine how much time, money and resources you’re willing to allocate to the initiative and what you expect in return. Create a project timeline with clear milestones and measurable goals to stay on track with targeted progress.
- Be clear on the direction of the rebrand:
Think carefully about what you want before you work with a design agency, but be open to their suggestions. If you decide your new look should be contemporary and minimal, then decide later on that the brand should be colourful, this will impact the progress of the project and could be costly.
- Looking to the future:
Think many years ahead to how you envision the direction that the business may take and create a brand that will still be able to reflect that vision.
- Core Messaging:
Your core messaging surrounds the company: your mission, vision and ethos. These are the foundations upon which the company stands. Other aspects of the brand, such as colours and logo design will be hard to define if you can’t identify who you are as a company.
- Consider all of the consequences:
How successful a rebrand is hinges on a number of different factors. Customers may be attached to the established brand design. Another aspect that decisions could affect is the bill. Don’t forget that a change of creative direction or a reprint may impact agency costs.
- Announcing the rebrand:
Once the rebrand is finished, you need to shout about it! Whether you use traditional PR, a blog post on your website, or sharing on social media. If the rebrand affects any part of the customer experience, such as accessing their customer account, communicate this to customers before the rebrand takes place.
If your company is considering a rebrand, like the Captain’s Club Quay Bar above and would like some advice, get in touch on 01202 727070 to discuss how we can help you.