If your brand feels outdated, your business is moving in a new direction, or needs to distance itself from negative perceptions, you may consider rebranding.
Rebranding can help to breathe new life and vitality into a tired or waning brand. However, it’s not a quick fix.
Rebranding is an expensive, multi-faceted process that requires strategic planning and meticulous execution.
In this article, we will explore the key steps of the rebranding process, providing a simple guide to follow when planning a rebrand.
What is rebranding?
When a company rebrands, they change one or more aspects of their identity. A rebrand can encompass visual elements, tone, or even the overall mission and focus of the business.
A rebrand doesn’t have to be all or nothing. Some businesses opt for a complete rebrand, others a partial rebrand, and some simply tweak a small element of their visual identity.
Regardless of the scale and scope, rebranding is a complicated process that warrants careful planning, research, and a strategic approach.
The rebranding process
Depending on the size and scope of your rebranding project, it may include all or some of the steps listed below:
Decide if rebranding is the right move
The first step in the process is to consider whether rebranding is definitely the right step for your business.
Rebranding is usually a lengthy and expensive process, so it’s important to be sure that it will offer your business value.
Evaluate your existing branding
Before you begin making changes to your branding, it’s important to assess which elements are currently working and which aren’t. You may only need a partial rebrand if parts of your branding are still relevant and effective.
Define your objective
Next, you need to give your rebrand focus by defining your objectives. Define and put to paper the goals you aim to achieve through rebranding, and these objectives will help to guide important decisions throughout the process.
Do your research
Don’t make rebranding decisions on a whim. Before you create your new brand, you should examine market trends, study competitors, and listen to customer feedback. Your research will help you to make informed decisions based on real data when carrying out the rebrand.
Assemble your rebranding team
Rebranding can require the services of a diverse range of professionals, including branding specialists, graphic designers, content writers, web developers, and more.
- Brainstorm ideas
Now, with your rebranding team assembled, you can brainstorm creative concepts that encapsulate your new brand vision.
- Develop your new brand
With your ideas on the table, it’s time to develop and refine them to create your new brand identity.
Once you’re happy with your new brand identity, it’s time to implement it across all online and offline touchpoints. Depending on the size and scope of your business and rebrand, this can be the most time-consuming and expensive part of the rebrand.
-Update your branding online
This can include updating all digital platforms, including websites, social media platforms, and digital marketing collateral.
-Update your branding offline
Next, it’s time to update your business’s physical offline presence. This could include interior signage, exterior signage, business cards, promotional materials, product packaging, and vehicle graphics.
A consistent brand message starts from within an organisation. Training all staff on the rebrand and how they can effectively communicate and embody the new branding is important.
Now, the moment you’ve all been waiting for. It’s time to unveil your new brand identity to the public. Various approaches to launching a rebrand include press releases, launch events, and promotional campaigns.
Communicate the rebrand
How you communicate your rebrand to customers and employees can be key to its success. Rather than simply launching a rebrand with no real explanation, it’s important to explain why you have made the changes and take the time to reintroduce your brand and what it stands for. This could be done using various channels, including email newsletters, social media posts, and press releases.
At iBrand Signs, Warrington, we help businesses communicate their brand identity effectively and distinguish themselves from their competitors, using impactful interior and exterior signage.