Rebranding refers to when a company changes or recreates its branding features. These branding features include logos, typography, and color palettes. They can also be used to represent the company’s unique selling proposition.
If done correctly, rebranding can be fun and exciting for any company. You could also lose customers or market share.
A rebranding strategy is essential in order to successfully rebrand. Continue reading to learn how to successfully rebrand. This article will help any business, big or small, to understand the essential building blocks of rebranding.
1. Think about why you want to rebrand
A clear understanding of the business reasons behind rebranding is essential for every campaign. ” Why?” The Why sets the tone and serves as a guideline.
A successful rebrand will make your company more relatable to customers and appeal to new customers. Your audience should feel at ease with the new brand. This will reduce brand disruptions.
A company’s reputation can be at risk if it fails to meet its goals with every rebranding campaign. This risk can be mitigated by making sure you have solid and valid reasons for rebranding.
You might need to rebrand for these reasons:
- Reputation – A rebrand can help to shift negative publicity from your brand by showing how you intend to improve it. This can also help to boost the company’s reputation.
- Products or services – You might need to rebrand if your products or services have changed. The recent Facebook redesign is a good example. Meta is the new company name. It reflects the company’s move to a wider product range (the metaverse).
- It is essential to remain relevant – Keeping a modern and fresh look is vital for every business. To position your brand as relevant, you must keep up with the latest trends.
No matter what the reason for rebranding is, it should ultimately serve a purpose. The rebranding process can do more harm than good if it is not purposeful.
Also read: 7 Effective Ways to Manage Your Online Reputation?
2. Review your target audience
The first step in rebranding is to identify your target audience. The rebranding process would be meaningless if there were no customers who bought your product/service.
Researching the target audience is necessary to assess the company’s brand perception and capabilities. This research will help you to identify differences between your target audience and your target audience.
The business can use customer insights to refine its rebranding plans. The data collected from the target audience is an important building block. It is crucial to establish a relationship with customers and potential customers, and solicit their opinions. You will stay ahead of your competition and have a positive brand experience.
A rebranding campaign can help identify more profitable markets than the one currently being served. This could be an opportunity to run separate trials to determine which customers are most interested in your products and services.
A solid customer base is the foundation of a successful brand. Knowing your customers is only half of the work. A market research specialist can help you determine the customer trends and provide insight if you are unsure of your target audience.
3. Define your vision and mission
Three key questions to ask when thinking about your vision or mission are:
- What’s your job?
- What are you doing?
- Why do you do it?
As you develop new products or services, your What, How, and Why can change. This can cause confusion. It is crucial to reorient your business values and the services you offer as a company.
Your mission and vision should clearly communicate your business’s purpose and goals. This will help you differentiate your business from other businesses. It is important to ask yourself if your customer profile has changed. To ensure that your marketing appeals to the new customer profile, you may need to rebrand or refresh your brand.
The company’s mission and vision should also include the company’s brand voice, perceptions, and voice. The brand’s tone and voice must be consistent with the messaging. It is also important to decide what type of brand will be most popular with your target market.
4. Review your brand identity
This stage is where you begin to develop the visual and tangible elements that will communicate your brand. These elements include the company name, logo, tagline, and company colors. They also include stationery and website designs.
These elements are most likely to have been around for some time before you begin thinking about a rebrand. This means that you have likely spent a lot of time reviewing their strengths and weaknesses.
Some areas that need to be addressed in relation to brand identity include:
- Website
- Social media content design
- Digital design elements
- Color palettes
- Videography and photography assets
- Logo colors, fonts, and typography.
- Corporate gifts
It is important to remember that consistency and familiarity are key factors in keeping your existing customers happy, regardless of the new design. Your audience should feel the same trust in your brand as your new look.
Don’t forget to consider the long-term. You don’t want to rebrand every year. Your brand identity should be strong enough to last until the next rebranding. Your company will feel secure and stable if your brand identity is strong.
5. Think about the brand story
Consistency is key to maintaining your existing customer base, as we discussed in the previous step. It is important to remember that your brand story is what drew customers in. Even if you rebrand, the core brand story must remain the same.
Your brand story should explain how, despite your rebrand, you are still relevant to customers and the entire market. The brand story bridges the gap between the old and the new. If your company doesn’t have an external view of the brand, it can be difficult to maintain the current brand story.
Also read: How SMBs Can Utilize Video Marketing to Increase Their Revenue
6. Analyze your competition
It is important to understand the market before you begin a rebranding campaign for your company. It is important to pay attention to the activities of your competition and adapt your business strategy accordingly. It’s not enough just to have the right strategy for your target audience. To stay ahead of their competitors, a forward-thinking brand will also examine what they are doing.
Your business will stand out by paying close attention to its competition. This gives you an opportunity to show your brand’s unique qualities to your target audience.
Analyze your competitors’ marketing strategies and plans. These insights will reveal both good and bad ideas that you can use. This will allow you to position your brand in a unique way.
You can learn a lot from analyzing your competitors, including:
- How they determine their price points
- They spend marketing budgets.
- Positioning your brand.
Although you may not be able to use all of the data that you have gathered, it is important to recognize how your rebranding decisions affect your market positioning.
7. Think about your brand identity
Your rebrand is a new chapter in the brand story. While you are creating your rebranding strategy, remember to keep in mind the brand identity that exists today. You want your brand to blend seamlessly with the existing.
You should ensure that all new elements to your branding match existing elements. Both the old and new elements should be compatible and tell your brand story about where you are coming from and where it is going. This journey should be grounded on brand longevity relevance.
Long-term thinking is key. Think long-term. Ask yourself: “How will my rebrand serve me in the future?” What will the impact of the changes you make today be in the future? Your business will feel stable if your brand identity is future-proof.
Also read: 7 Ways That Define You and Your Personal Brand
8. Consider what you want to accomplish
Research is the keyword at this stage. It is important to evaluate your brand identity and how it is perceived by the public. Your rebrand should reflect your vision, mission, and company values.
You should make sure that your changes are unique and precise. If you are changing your company name, make sure it is easy to remember and relevant for the products and services you offer. To create an online brand asset, you can use tools already in place.
It is also important to make sure that all changes are universally understood. It is important that the business’s face doesn’t cause discomfort, mockery, or uproar.
Online surveys, focus groups, and outreach programs can be used by businesses to gather data and determine what and how to review it. You can improve your brand strategy by collecting data from your target market. Your target market should be the focus of your branding decisions.
Before rolling out your changes, make it a priority that you test them with your target audience.
9. Take into account the cost of the rebrand
It is often difficult to understand the cost of a rebrand. This can have negative consequences. You must ensure that you have the financial resources to rebrand before you consider it. Costs will vary depending on whether the rebrand is partial or full. These should be customized to meet your business’s specific needs, challenges, opportunities.
Your rebranding efforts may need to be extended depending on your geographic reach. It is important to plan for all costs. This type of investment will vary depending on the size and complexity of your company. It is difficult to predict the size of a rebrand.
Consultancies can be hired if you have the budget. You must get the price right to ensure that the quality of your rebrand is not compromised.
10. Quickly implement the rebranding and market the results
Once you have decided to implement the rebranding, it is time to start rolling everything out. You should try to implement all changes in one day. This means that you should update all sales and marketing materials across channels.
You might want to modify the branding of emails that you send to your list. is a website builder that allows you to update your visuals and copy, as well as print new business cards for employees, make updates on social media, and more.
Your audience must also be prepared for these changes. This includes marketing your new brand. Your brand marketing amplifies your business’s message and overall values. It is important to take the time to prepare for your rollout.
Launch your product in a way that creates excitement and noise. It is important to monitor your audience’s reactions to your efforts. If necessary, you can make changes to your rebranding strategy.
Bottom line
Although the rebranding process may seem daunting, it is easy with the right strategy. Relevant branding is more than just the company name and logo. It’s the market value and all of your clients’ and potential clients’ experiences with your company.
Your rebranding story is a great way to connect with the market. You can share behind-the-scenes moments from your rebranding process. You will be appreciated by your market for showing them the other side of things, which is often not visible.
Leave a comment