What Does It Mean to Rebrand?
A brand is more than a memorable logo or a catchy tag line. Building a brand is the communication of a brand’s story and its principles. A brand is the company’s reputation and is used to solidify marketplace position. If something distinguishes you from the competition, it’s part of your brand. When you rebrand a business, your intending to change the direction of a business. It’s refreshing your collective aims and vision, and then adjusting your brand’s image and communications to match.
You may choose to rebrand if:
- Your vision has changed
- Experienced a PR disaster and need to fix your reputation
- Trying to appeal to a new demographic
- The business has chanted hands there’s agreement to change direction
- After merging with another company
A rebranding is different from a brand refresh. A refresh changes superficial visual elements such as stationery, website, and logos.
The Rebranding Process
What does the rebranding process look like? We’ll break down a successful rebranding into 7 easy to understand steps.
Step 1: Introspection
You need to have strong self awareness to begin a rebranding. You need to be able to answer the following questions:
- Who are you?
- What do you do?
- What is it that you want to be known for?
- Why are you choosing to rebrand at this particular time?
Before investing a lot of time and money into a rebrand, you’ll need to understand what the end result will look like and to have perfected your brand story.
At this point is when you will need to consider hiring an external agency or consultancy to assist. If the business is large or the entire process simply feels overwhelming, a rebrand will be a huge task. However, if you’re a SME and know exactly what you want, iyou may want to do the rebrand in house.
Step 2: Market Research
Get in touch with your customers and understand if your current image fits their perception of your brand. Are you trying to reach new audiences or striving to keep the same type of customer? Create buyer personas to more fully understand your customers and target audiences.
Ask for current customers to provide their input on your brand story, products, and current reputation. You can use surveys or create focus groups. The information gathered from either will help you align your new brand with its intended audience.
Step 3: Determine How You’re Unique
Determine how you’re unique by using your USPs as points of focus for the rebranding process. For example, are you budget friendly? Family friendly? Or are you exclusive and for high-end customers only?
DO NOT try to appeal to everyone. This cannot be stressed enough. The focus should be on finding a niche and focusing on the needs of that niche.
Also during this step you’ll distill the brand down to just a few keywords. For example, what do you do better than others? You may need to take the time to do additional research to really get a short yet solid list of keywords down.
Step 4: List & Redesign Touchpoints
Create a list of all material that will require rebranding. This list should include flyers, posters, brochures, websites, business cards, apps, and any other items that communicate your brand message. Experiment with new designs and ask yourself If the designs are in tune with the overarching brand strategy.
Also give consideration to all of your brand touchpoints – A touchpoint is any point where a customer or potential customer interacts with your brand. For example, if you’re running a pet shop, your touchpoint might be the register and the grooming station. You might find that you need to do some redecoration for the environment to be in line with the new brand.
Step 5: Everyone Needs to Be Onboard
A rebrand will be an expensive flop if the staff and employees are not onboard and convinced the rebrand is in line with the company or brand values. Get employee feedback at each stage of the design process.
Before unveiling the new rebrand and making it public, solicit feedback from employees. it could be something as simple as an anonymous comment box. The ultimate goal here is for team members to honestly share their thoughts on the rebrand.
Once complete, have an internal launch party. This gets people excited about the change and might even make them your most ardent brand ambassadors. If you’re offering new products or have redesigned your approach to customer service, ensure proper training has taken place.
Step 6: Take It Public
Be decisive and launch your rebrand quickly and don’t draw out the process thinking a slow introduction is better.
Use your rebrand as a way of generating publicity and as a tool of engaging with customers. If you have a mailing list(and you should), send out teaser emails over the few days leading up to the launch.
Tell you customers the reason for the rebrand. Arbitrary change will be met with more resistance because arbitrary change makes people uncomfortable. Plus, everyone likes transparency. Explain why the rebrand was done and how it benefits your customers and potential customers.
Step 7: Gather Feedback
Congratulations! You launched your rebrand! But wait, the work isn’t done yet. Gather feedback from your target audience and continue to analyze your business performance afterwards so you can measure the impact of the rebrand. Gathering feedback can be done informally by simply talking with customers or it can be done through formal surveys and focus groups.
Rebranding is Rewarding, and It’s Hard Work
Rebranding is usually a massive undertaking, but has the potential to bring refreshing energy during an exciting phase of a business life cycle. If the rebrand is done right, it’ll excite and compel your customers to re-engage or position yourself for attracting a new audience.
Let’s Talk About Your Brand
shane@3catslabs.com | Call +65-3159-4231
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