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Strategies on How to Achieve a Successful Rebrand
Is your business ready for a rebrand? Rebranding is easy as long as you keep the following tips in mind!
It's normal for businesses to evolve. If your business has gone through several changes and you feel that your branding no longer fits your business, then perhaps you should consider a rebrand. A rebrand sounds like a huge undertaking, but it's not – as long as it is done right, that is.
Contrary to popular notion, rebranding won't hurt your business. When it is done purposefully, a rebrand could even pave the way to more significant business opportunities. Of course, it's easy to feel overwhelmed when rebranding a business, where even to start? To help you create the best brand for your business, try these tips:
Always Start with a Plan
Never do a rebrand without a plan; otherwise, things could get messy very quickly. This goes especially for businesses that require complex rebrands, you'll need more than a new logo or a fresh colour scheme to make this work. Start your rebranding strategy with in-depth market research. Know your target audience. Brainstorm with your team for ideas, if you have one, or look for inspirations online if you are on your own. Better yet, hire a professional to help with the rebrand.
Think about your existing image, what new image would you like to project? Are you merely looking for a refreshed brand or a new one altogether? What brand name do you have in mind? It would help if you defined the reason for the rebrand, so you don't end up confusing your customers and diluting your marketing message.
Update Your Marketing Messages
If you've been in the business long enough to have loyal customers, you have to let them know about the rebrand. Plan how you'd like to convey your new brand to your existing clients, so you don't end up alienating your most loyal customers. You can email them one by one, present the rebrand on your website with a landing page, or make several announcements on your social media pages. Be sure that the changes are gradual and the clients are aware of the rebrand so the process won't be too jarring.
Update Your Print and Digital Assets
Once you are ready to implement all the changes for the rebrand, it's time to update all your print and digital assets. If you're doing the rebrand on your own, you'll do this file by file, from the logo right down to the URL change. But if you hired someone to do this for you, he or she will handle all the updates while you monitor the budget and the timeline.
Some of the print and digital assets that should be updated are:
- Stationeries, business cards, and all printed marketing materials
- Signage and other marketing elements if you have a physical store
- Website updates for logo, colour scheme, typography, customized buttons, etc.
- Text, images, video content, and other visual content on your website
- Social media updates for a new business name, new handle, domain name, icons, etc.
- New business listing for Google MyBusiness, Yelp, BingPlaces, etc.
- New SEO and online marketing campaigns to boost your search ranking
Embrace Your New Brand
After the process has been completed, you may ask yourself, “now what?” Well, now you can sit back and enjoy your new brand identity. Focus on the reason why you're doing this in the first place, your passion, your purpose, your core business. Your new brand lets you reinvent your business and expand your repertoire. You can take advantage of more business opportunities with a fresh start and even switch up the products or services that you offer. There are so many things that a rebrand has to offer, but you can only take advantage of these if you fully embrace your new image.
Rebranding is a journey, a chance to bring newer, better business to your clients. You may encounter some hiccups along the way, but as long as you planned your rebranding journey and you're working with the right people, the transition will be a smooth one.
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