Rebranding 101: A Guide to Transforming Your Brand Identity
.svg){kind=icon}
Staying current and up-to-date with your customers' visual needs is extremely important if you're aiming to stay ahead of the competition.
And, perhaps a professional rebrand could be exactly what the design doctor ordered to get that much needed business growth in the remainder of 2024!
But we know a question on most people’s minds is, “where do I begin?”.
Which is precisely why we’re walking you through the fundamental aspects you need to consider before rebranding your corporate identity.
Step 1: Reflect and Refine the ‘Why’
Before diving headfirst into design changes, take a step back and ask yourself, “why do I want to rebrand”?
Common reasons for rebranding include:
Shifting Target Audience: Your company might be targeting a new demographic, requiring a brand identity that resonates better.
Evolving Industry: The industry landscape might have changed, and your brand needs to reflect current trends.
Outdated Image: Perhaps your current branding feels dated and no longer represents your company's values.
Once you understand the "why" behind the rebrand, you can move forward with a clear vision.
Step 2: Your Core Values and Current Brand Identity
Big questions to think about here. What are your company's core values? What message do you want to convey to your audience?
Having a strong understanding of your brand’s current identity is the only way you’re going to successfully rebrand into a stronger, more resonant image.
Important considerations that need to guide your thought process:
Mission Statement: Has the statement outlining your company's purpose and core values evolved over time?
Unique Selling Point: Have the defining characteristics that make your product or service better than competitors adapted?
Brand Voice: What is the unique tone and personality your brand uses in communication?
Brand Story/ Vision: Is there a shift in the narrative that captures your company's journey and aspirations?
If you haven’t laid these out yet, then now is the time. These elements are the navigational systems that should be consulted before you begin changing anything on your brand's exterior.
Step 3: Research and Analyze
Don't rebrand in a vacuum. Conduct thorough market research to understand your target audience's needs, preferences, and how they perceive your current brand.
Research methods to consider:
Competitor Analysis: Analyze your competitors' branding strategies to identify potential gaps in the market.
Customer Surveys and Interviews: Gather direct feedback from your existing customers to understand their perception of your brand.
Market Trend Analysis: Stay updated on industry trends and consumer behavior to ensure your rebrand is relevant.
Use these insights to direct your focus areas. Essentially, you’ll consider the marketplace and all long-term trend projections happening within it. This ensures you’re taking an educated step in the right direction.
"A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is."
David Aaker
Step 4: Create Your New Look and Feel
With a clear understanding of your goals and target audience, you can now translate your brand identity into a visual messaging overhaul.
This involves 3 key components:
Logo Redesign: A new logo can be a powerful symbol of your company's transformation.
Color Palette and Typography Updates: Colors and fonts evoke emotions and can significantly impact brand perception.
Website and Marketing Materials: Reimagine your website and marketing materials (business cards, adverts, letterheads etc.) to reflect your new brand identity.
Everything your audience and employees interact with needs to reflect your updated brand identity. So, ensure that all your internal and external marketing and advertising materials correlate.
Step 5: Launching Your New Brand
A successful rebrand hinges on clear communication, and without it you’re going to be doing a hit and miss in the dark.
Here's some ways to effectively launch your updated brand identity:
Internal Communication: Ensure your employees and investors understand the rationale behind the rebrand and how it aligns with the company's vision and mission.
Customer Communication: Inform your customers about the rebrand through press releases, social media campaigns, and email marketing (we recommend using all 3).
Social Media Posting: Showcase your new brand feel on social media platforms and educate your audience about what’s staying and what’s going.
Brand Launch Event: Consider hosting a launch event (even if it’s online) to generate excitement and show off your new brand identity. Telling everyone why you’ve rebranded is important to maintain trust and gain new interest. Be transparent, and boldly show off your new look and feel.
Doing a rebrand in secret is never advisable, so take the time to consider how you’ll communicate this to the marketplace.
Conclusion
Rebranding is a journey, not a destination. You’ll still need to continuously monitor your brand's performance and adapt your strategies to ensure long-term success.
By following our go-to rebranding steps and remaining committed to your vision, you can transform your company's image while promoting sustainable business growth.
