How to Rebrand Your Company in 6 Easy to Follow Steps
From logos and brand colours to brand propositions and fonts, there are a lot of factors that make up your brand.
And, let’s face it. Sometimes, you put the work in, you create your brand, and a few years down the line, something just doesn’t feel right anymore.
Maybe the colours are wrong. Maybe your values aren’t at the forefront of your branding. Maybe your USP is getting lost among your messaging.
If your brand isn’t expressing the values you want and your customers aren’t getting the experience you imagined, then a rebrand might be the way forward.
And if you’re wondering how to rebrand your company, then these simple yet effective tips will help you create the brand you have always wanted.
Does your company need a rebrand?
Let’s first look at what a “good” brand is. A good brand will not only communicate what your brand does in a way that appeals to who your brand is for, but it will be a direct reflection of your brand proposition.
If your brand has been falling short of these points, then you should consider a rebrand.
Rebranding can help your business grow.
By highlighting all the things that make your business stand out to better differentiate yourself against your competitors.
Understanding your brand proposition will help you carve a place for your rebrand in the marketplace.
Knowing your values, what your purpose is, who your customers are, what experience they will have with you, and how you can add value to them. These are all elements of your proposition that need addressing in order to launch a successful rebrand of your company.
Why are you considering a rebrand?
Before you even think about how to rebrand your company, you need to consider the reasons why.
Because a company rebrand can carry significant risks with it, it has the power to potentially confuse and even put off customers (and existing customers), so getting it right is vital.
So, why are you considering a rebrand? Are your sales slowing down? Are your ideal clients not aware of your brand, despite your herculean efforts? Although a new market strategy might solve these issues, there are some additional reasons why you might consider a rebrand.
- Have your business decisions or your brand mission changed? Does this need to be reflected in your branding?
- Have you merged with or been bought by a new brand?
- Has your company expanded? Has it become an international brand? Does your branding need to change in order to speak to your new international audience?
- Has your audience or your customer changed since you first launched? Does your branding need to align with them?
- Do you need to differentiate yourself from your competition?
- Is your branding too weak and generic, making it forgettable?
- Has your business evolved so much that it needs to target a new market?
- Does your company need to overhaul a bad reputation that doesn’t reflect your proposition or values?
If one or more of these points resonates, then follow these tips for a successful rebranding mission.
#1 Know your audience
If your audience has changed, evolved, or is completely different from what you thought when you originally started your business, then the first step is simple. Get to know your audience thoroughly before you relaunch your branding.
Think market research, focus groups, forums, social media polls, and surveys. Analyze your data and discover who your real audience is. Your rebrand needs to connect with your new audience in a powerful way. To make your company successful and put you ahead of your competition.
#2 Consider your brand values
When it comes to rebranding your company it is vital that you hold on to your brand values, as they are key to your messaging. But if your values, mission, and vision have changed then so must your branding.
What is your mission statement? Even if your end goal is the same, if the journey has to change, then so must your mission. Your mission and your vision will define your rebranding. In everything from who you employ to what colours and designs, you use on your website.
#3 Change your tone
Your company’s TOV or tone of voice is how you communicate to your ideal audience. It’s in all your messaging, from emails and web copy to ads, social media posts and content marketing.
When you change and reevaluate your mission and brand values, your brand voice also needs to evolve. To create consistency, trust and engagement (and conversions!) It’s not just about what you say. It’s how you say it.
#4 What’s in a logo?
A rebrand is about the outside as much as the inside. Once your mission and values are established, you need to think about your design assets.
This is everything from your logo to your colours, to your typography.
If these all need to change to fit your rebrand, then consider each one very carefully. Your logo should be simple, make an impact, be versatile and have longevity. Your logo is one of your most used and recognised assets. Try not to lose brand recognition and hold onto the parts that worked.
#5 Choose your colours
Similarly, colours play a big part in branding and brand recognition. They have the power to make a brand instantly recognisable. If your branding needs to show its true colours - whether that is because they aren’t memorable, they don’t stand out, or they don’t reflect your values - do your homework and your research. Colour psychology plays a big part in choosing the right colours for your rebrand.
#6 Figure out your fonts
Fonts and typography are other design assets to consider when rebranding. Have a look at what worked and what didn’t work with your existing fonts. Maybe they were too serious, too comical, too standard, or too childish.
Again, think about your audience. Would an older and more professional audience relate to a cartoonish font? Would it speak to them or show them that you aren’t the right company for them? Or would a younger, progressive audience enjoy a standard or generic font? Or would something more stand-out and diverse appeal to them?
Remember. Your company’s branding is more than just a name, a logo, and your tone of voice. While these are your company’s ambassadors, your brand is much more.
Your brand values and proposition should always be at the heart of everything you create. And when you are planning a rebrand, this is never more important. However you decide to rebrand, always go back to your values, your mission and your audience. Do this, and your rebrand can only succeed.