If you own a business, you’ve probably heard the word “rebrand” once or twice. You may have seen other companies or competitors go through the rebranding process, or you may have even been told that your business needs to rebrand. But without a solid understanding of exactly what “rebranding” means or what it fully entails, it’s hard to know if it could be the right move for you.
First things first: taking on a company rebrand is not a small endeavor. If your rebrand is going to be successful, then it’s going to require a significant investment of your time and resources—money, brainpower, and everything in between.
If you speed through the rebranding process or cut corners, you run the very real risk of damaging your company image and reputation, rather than improving it. That is exactly the opposite of what you want to achieve. So, it makes sense to arm yourself with as much information as possible before starting down the path of rebranding.
Let’s make sure you’re fully informed on the rebranding process, and what it will all mean, so you’ll know you’re doing it for the right reasons—as well as putting your time, resources, and money to their best use throughout the project. If you’re fully committed to getting it right, a successful rebrand will give you a high return on investment and a boost to your company image and reputation.
Rebranding can be defined as “the process of giving a product or organization a new image or look in order to make it more successful or attractive to prospective customers.”
And while that is all significant to the process (and a super technical definition), rebranding isn’t just about changing the logo, the color scheme, or the visual identity of a business. That is all part of the process, and there is so much more. This is a unique opportunity to re-evaluate (or newly establish) a company’s values and ethos. Then that understanding can be applied to develop an entire story and create a cohesive brand that works in harmony with everything a business is and stands for.
Considering where a business has come from, where it is currently, where it is headed, and where it has the potential to go, and then applying all of that to a new brand identity, provides an authentic picture of the company to customers, employees, and stakeholders.
There are many reasons for taking on a rebranding effort for your business. Some main reasons include:
There are two types of rebranding. The first is proactive branding. This is where a company recognizes that rebranding will create an opportunity for growth or the ability to tap into new markets or niches.
Reactive branding is where the existing brand is redundant and needs to be updated and changed. This could be for a number of reasons; mergers and acquisitions, new or updated products or services, or the need to rebuild a damaged reputation.
First, you’ll need to decide whether your business needs a complete rebrand, or if you can get by with a brand refresh. Rebranding is a significant investment, so take the time upfront to consider which would work best for you, and which will have the best long-term results.
A brand refresh is just a polishing that updates, or refreshes, your existing brand elements. This is building on the foundation of what you already have established, so you’ll need to be confident that your existing brand resonates with your audiences, portrays an accurate representation of your business, and is strong enough to withstand the refresh.
A complete rebrand is much more involved. In this case, while you don’t want to lose sight of your entire brand identity or completely rid yourself of what keeps your customers coming back, it’s a serious upgrade and a major change to your company’s status quo. This is an opportunity for a fresh start that reinvigorates your business, establishes a new, fresh, and modern direction, and lets new and existing target audiences know that you care about what motivates them, and the images and messages your company is sharing.
Which one do you need? To read more about both and determine the best fit for your business, Read Rebrand or Brand Refresh? Which is Better for Your Business?
If you find yourself frequently thinking about rebranding, and considering all of the advantages it can bring, let us be the ones to tell you that it might be time to just go for it.
If your answer to any or all of these questions is “yes,” it’s probably time to upgrade your business’s brand.
To understand more about the right time to rebrand, read
When is the Best Time to Rebrand Your Business?
Rebranding is an investment. This is not a bottom-of-the-barrel solution to your business’s problems, so it’s important that you’re mindful of this when you’re deciding how much time, money, and resources to put into a rebrand.
If you get a rebrand wrong, fixing it will cost much more in the long run than ensuring you are devoting the right amount of resources to get it right the first time.
Now you can see there is a high level of work and detail that is required to carry out a rebrand successfully. The size and scope of your business will also impact your budget, as well as your reach.
Keep in mind that you are expecting a high-quality outcome as a result of this process, so the investment you put in will greatly increase the returns.
Rebranding is a journey toward discovering the meaning behind your business, and how to accurately portray that to your audiences. There are many factors you’ll need to consider when carrying out a successful rebranding. Missing one of them out could mean that the process doesn’t go as planned or doesn’t have as big of an impact as you desired.
For more things to consider before rebranding, read 3 Important Things to Consider Before Rebranding Your Business
Now that you have laid the foundation for your rebrand, it’s time to start the process.
To read more on starting your rebrand, read How to Kickoff Your Rebrand on the Right Foot
You need to perform comprehensive research, otherwise, you’re just shooting in the dark. Your research will underline all of your reasons for rebranding, and will help you form the strategy you need to carry it all out.
By gathering intel on your customer base and their needs, you can easily identify your ideal customers and retain your existing ones. And getting the low-down on your competitors lets you understand why people choose them over you.
Some good ways to carry out the necessary research include:
Detailed research will help you build your brand strategy and execute it successfully.
For more information on researching, read Rebranding Research: Explore the Landscape and Develop a Strategy
Storytelling is called an art for a reason. A great story captivates and inspires people, especially if it is told with authenticity and passion.
Stories surround us, from books and movies, or conversation we have with friends and family members. Stories bring ideas to life and have a lasting impact.
Your brand story sends a powerful message to your audience. It needs to be genuine and authentic, to convey and inspire emotion, and it needs to reflect the heart of your business.
For more on how to tell a great brand story, read How to Give Your Brand a Powerful Story
Involve your employees and customers in the rebranding process, sooner rather than later.
No one knows your company better than you do but your employees are there for a reason, and they have valuable insight that can help guide the rebrand. Find out why they love to work for you, what they love about the company, and what could use improvement. They are the best way to gain a comprehensive insight on how your company values are perceived internally and how they might be getting pushed out externally.
Gather employees from all areas of the business and assign them to be your “brand champions.” Their job is to help you maintain brand consistency and relevance as well as getting buy-in from their colleagues.
Customers are your company’s life-blood, so find out what makes them loyal to you instead of your competitors. Discover what aspects of your existing brand resonate with them and use that information to improve.
Talk to them about how they feel your products or services can be improved and build those improvements into your brand strategy.
For more great tips, read Best Practices for a Successful Rebranding Campaign
No investment is completely without risk and of course, rebranding does carry a few risks of its own. But you can take steps to mitigate them or eliminate them entirely.
To read more about rebranding risk assessment, read Avoid These Common Rebranding Risks
When you rebrand, you can reap rewards that will give you a major return on investment. By getting it right the first time, there are many things you can look forward to including:
With all that in mind, you can’t afford not to rebrand.
To read more about the ROI of rebranding, read
Rebranding ROI: Why I’s Worth the Investment
SEO (search engine optimization) is a big beast to tackle and very easy to get wrong, so it’s worth taking the time to learn how it works.
Even if you plan on hiring an SEO expert to do it all for you, it’s still important for you to understand SEO at a basic level. This will enable you to perform a few checks, maintain your website, and keep it running at an optimum level of visibility in internet searches.
If you’re changing your domain name as part of the rebrand, ensure your mapping and re-routing is completed fully. If it isn’t, it will result in broken links and dead pages, which will frustrate your customers, and possibly cause you to lose them.
To read more about rebranding SEO, read How to Improve Your Website’s SEO During Rebranding
Taking the rebranding plunge is a big step. But now you know the resources and investment required to carry it out. Before you go, make sure you note one more vital aspect of a rebrand that must not be overlooked: ensuring your brand has longevity.
Not all rebranding agencies are created equal. Choosing the right one can seem like a daunting process. Finding an agency that ticks all the boxes can be a project in itself.
You’re going to be working closely with your rebranding partner, so it’s absolutely essential that you pick one that you’re 100% comfortable with.
For more on choosing the right agency, read How to Choose the Right Rebranding Partner
By now, you should have a solid overview of what a rebrand is and what it entails. By diving deeper and learning more about each area of rebranding, you can build a comprehensive strategy that will help you carry out a successful project.
Rebranding is a big decision, but this should also be an exciting time for your business. It’s your chance to take what you, your customers, and your stakeholders love about your company and transform it into an authentic and powerful message for a brighter future. Perhaps the biggest piece of advice we can give you is to enjoy and relish the process. Make this a labor of love. That way, your brand will become an accurate reflection of what you and your business stand for.Return