24 Aug 10 things to remember when rebranding
Rebranding is a hugely exciting and fun adventure for a company to embark on. However there are also plenty of different considerations, pitfalls and forks in the road that await you! Before you head off on your journey, here are our top 10 expert recommendations to make sure that your rebrand is fully thought-out and prepared.
1. Start with a review of the existing brand:
Before you dive into the rebrand process, take the time to step back and fully review your existing branding. This will give you the opportunity to decide which parts of the brand should be kept and which areas need to be refreshed. This stage will help you to understand what worked, what didn’t, and what elements of your current brand you want to protect.
2. Do a complete audit of your existing branding literature & collateral
Think about all the places your logo exists – from packaging to letterheads and business cards. 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? Planning and making these decisions in advance will help to keep the rebrand on track and stop your budget going haywire!
3. Why have you decided to rebrand?
Think about the factors that have driven the decision to rebrand as this will guide your strategic approach. By clearly defining “why” it will serve as a compass for all future decisions, employee questions, and forks in the road. It will also help your internal teams to get behind the rebrand if they are clear on why the company is rebranding. If, at any point, you are uncertain about any decisions during the rebranding experience, you can refer back to the “why” to ensure the decision matches up.
4. Define how this rebrand will differentiate you
Another important stage in planning a rebrand is to review your competitors and identify competitive differentiators. This stage challenges you to define exactly what makes you, you.
Your new brand needs to demonstrate your unique value proposition and communicate how you make your customers’ lives better. For example, Hawksmoor investment Management (below) prior to their rebrand had a very traditional feel. With the company wanting to build upon the ethos of innovation, the rebrand needed to reflect this whilst still retaining the association with architect Nicholas Hawksmoor.
Whatever those differentiators may be, really show them off. Rebranding is an opportunity to show off what you bring to the market so be loud enough to rise above the competition and make your stamp.
5. Define what a successful rebrand looks like
Naturally you will want the rebrand to be a success for the company but it is essential that you can clearly define exactly what that looks like for your company, for example, building a new customer base or increasing sales.
Before the project gets underway, you need to 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, as this will set expectations and ensure you are on track with your targeted progress for the rebrand.
6. Be clear on the direction of the rebrand
Think carefully about what you want before you work with a design agency, but also be open to their suggestions as professionals. Remember that if you decide that you want your new look to be contemporary and minimal, and then further into the project decide that the brand should instead be bright and colourful, this will impact on the progress of the project and could be costly.
7. Looking to the future
As well as considering what needs the rebrand is required to serve at the present time, don’t forget about the future of the business. This means trying to think many years ahead to how you envision the direction that the business may take and creating a brand that will still be able to reflect that vision.
8. Core Messaging
Every aspect of your brand is focused on the core messaging which surrounds the company, such as the mission, vision and ethos. These are the foundations upon which the company stands and 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.
Bournemouth Parks Foundation (below) was a new charity set up to generate funding to protect the town’s parks and green spaces. The branding needed to have universal appeal which was achieved with bright colours and the logo encompasses different aspects of park life.
9. Consider all of the Consequences
How successful a rebrand is hinges on a number of different factors. For example if the previous brand was well established and customers were particularly attached to it, customers may struggle to accept the changes, especially if the rebrand is radically different. 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.
Thinking about the implications of rebranding should help guide some of the decisions you make during the process.
10. Announcing the rebrand
Consider how you will share the news of the rebrand. Once the rebrand has been completed, you then need to shout about it. Whether that’s going down the route of traditional PR or posting a blog on your website. Social media and email campaigns are also another way to share the new you.
If the rebrand affects any part of the customer experience, such as accessing their customer account ensure this is communicated to customers before the rebrand takes place, so that they are aware once the changes have gone live.
We hope you’ve found these tips useful and have enjoyed this post. Why not read about the retro rebrand trend or discover the process we follow to bring a brand design to life?
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 The Global Group can help.