Rebranding for Your Company
Rebranding is not just for big companies like Apple and IHOP but is also very useful for small and medium-sized businesses alike. The brand image a company has in the startup phase may not be the one they carry through the growth and maturity stages. Even very mature brands change their look slightly over the years to keep up with new trends or to reflect changes in the company. Regardless of why or when you choose to rebrand, be prepared to put in some work.
Changing your brand identity should be the result of careful research, not a whim. Determining whether or not this is the right time and the right method to use is important. Rebranding can affect your company’s standing with its customer base, which can quickly affect your bottom line. Talking with current customers is one of the best ways to find out what is working with your brand, as well as what isn’t. Rebranding will shape the way people see your company, so take the time to make sure you know what it is you want them to see and how this change will reposition your brand in the marketplace.
What is involved in a rebrand?
Rebranding means you are essentially changing the identity of your company or line of products. It can mean starting from scratch with an entirely new look or doing simple refreshes in the color, message, and shapes that people associate with your company. Obviously, a brand refresh is an easier and less risky and costly option. But sometimes a total rebrand is required. In this case, it can mean changing your logo, website, advertising messages, slogans, signs, store design, etc.
Why should I rebrand?
There are many reasons you might be considering rebranding your company. Often, it may be because:
- Your business has pivoted or expanded into new areas
- The technology or other factors in your industry have changed drastically
- You are offering new products or services not accurately reflected by your brand
- Company values, personality, or goals are not well reflected by your brand
- Marketing plans have changed or you are trying to target new demographics
- The look of your brand is obviously outdated and hindering new expansion
- Your startup has developed into something different that requires a new approach
- Current branding does not speak a clear message or relate to your customers
- Legal issues have resulted from infringing on another company’s intellectual property
- Your company has merged with another company and need a new image to reflect the partnership
- You want to position yourself differently in the marketplace
Whether you are transitioning into a new phase of company growth, introducing new products or services, repositioning your company in the market, or something else, rebranding can be a great way to shape the identity of your brand and better align its image with the values and goals of your company.
Tips for redefining and redesigning your brand
Know Who You Are as a Company
A brand should reflect who you are as a company and what your goals are and the value you offer to the customer. Unless you know what each of those is, you will not be able to accurately convey that message through a brand image. Also, take the time to understand what your unique selling proposition is and what sets you apart from the competition.
Know Your Audience
Branding always starts with understanding your target market and the unique strategy you have to reach them. What sells to a 50-year-old woman in Nebraska may not appeal to a 20-something career-woman in LA. Know who you are targeting and take time to understand their habits, needs, and wants. Without that information, you will be designing and just hoping your new brand increases sales.
Know Your Why
Rebranding can be expensive and time-consuming. Make sure you know you are doing it and make sure the new look and message reflect that goal. If the rebrand is meant to reposition your company, make sure you use research to understand the best fit and positioning for your products. Then make sure the new brand accomplishes that and isn’t just a pretty new picture.
Keep it Simple
We’ve all seen commercials or advertisements, even logos or websites, in which the message was not at all clear. If we use language or jargon that our target market will not understand or care about, or if we use too many words, people will not buy from us. If they have to work extra hard to figure out what we are saying, they will go somewhere else. A simple message that lets the consumer know who we are, what we are selling, and why they need it, we will sell far more products.
Be Consistent
Every brand, no matter how simple, complex, big or small, requires consistency. From your email communication to your website, flyers, signage, and business cards, your message and identity should stay the same. Your wording may be different across different advertisements directed at different demographics, but the ideas should not be so drastically different that someone feels like they no longer understand the values and intent of your company or the product you are selling.
Is it worth it to rebrand?
Rebranding is a lot of effort. From research to hiring designers and implementing the changes across each platform, you will be spending more than a few hours on this. For some, the cost outweighs the benefit. However, getting back to why you are considering rebranding in the first place, it may be one of the timeliest investments you can make in your company. With an effective branding and marketing campaign, you have the potential to reach new markets, or to more effectively reach your current customer segment for a better market share.
Struggling to Envision or Create Your Brand?
If your company is struggling to find the next step in the rebranding process or need help refreshing or creating the look you need, contact our team and let us help you get moving again.