A rebrand is like a new beginning for a company. It doesn’t mean that you have to announce RIP to your old brand, but it's like a progressive, more developed identity which companies are ready to take once they’ve been active for sometime within their market. A rebrand is usually quite pricey so you need to be fully prepared to roll out everything in an effective manner so that you can get that ROI. A rebrand is carried out for different reasons, but most of the time it’s to do with increasing revenue and brand exposure, after reaching a static period in a business. Some businesses choose to team up with a creative agency to take on board the project and this is probably one of the best ways because they tend to have a vast knowledge on the subject and perhaps some great previous results to back them up. But not all businesses can afford to fork out the big bucks for agencies, so they can take this upon themselves. There is a lot of creative thought process and strategic thinking behind a rebrand, so a brainstorm is the first thing you should begin with. This would entail research on your market including your market positioning, the customer personas and their journey, even your internal communication strategy because every department/staff member plays an important part in the rebrand.
Here are some very important factors to consider before beginning your rebrand.
CONSIDER YOUR COMPANY VALUES
As the father of Digital Revolution, Steve Jobs once said, marketing is about values. At the end of the day, regardless if your market is B2B or B2C, you are marketing to people. The company values lie at its core and are the most important pillars you need to establish first. They determine how you portray your brand to the public, what your brand stands for and why should people/businesses work with you. It’s as simple as that. Company values are generally born from the founder of the company. They say that you can tell a lot about a brand by knowing its founder and this is very true. A business starts from somebody’s vision, and with that comes a lot of passion which is transferred into the hard work put in and the continuous motivation to keep it going and profitable. So establish your values according to what your business stands for. People should be able to read these and have a complete understanding of your company. They are the heart of your brand and what drives emotional behavior behind your customer’s decision to purchase your products/services.
The second most important thing after your values and brand pillars, is to make sure that internally, your employees have a full understanding of what this rebrand means. As with everything, change must happen from within first and this applies to a rebrand as well. The last thing you want is for them to think you are just changing your logo. Every department within a company must fully be educated on the purpose of the rebrand and should understand the changes that come with it. Sometimes, companies fail to do so and the communication can get disjointed from internal to external sources, which can turn into a disaster. Get everyone involved and be enthusiastic about it all. Rebrands usually cost a lot of money and so it’s important everyone who is part of the business is 100% behind it. Run monthly meetings with everyone in the company about the progress of the rebrand and get their input. After all, everyone involved in a business knows it well enough to give their opinion which will make a valuable contribution.
Marketing is all about painting the ideal image for the product or service you sell. This image should be appealing to your customers and when they see it, they should be able to see themselves as part of it, to fit with their lifestyle and needs. Working with a creative agency or a web designer (depending on your budget) you can make some magic happen. In fact, you will most likely need to partner up with somebody who is knowledgeable in design to help you adjust or create a whole new logo. Take in consideration the colors that your brand evokes and the type of imagery that you show to match your products and services. Your overall website look and feel is what drives people to go beyond the homepage and actually use that call to action which brings the ROI. Make sure that everything is uniform and that the color palette you choose is consistent throughout your website. If you can source your own photos that will make you brand stand out instantly and more unique from your competitors. Using stock photos is not a bad idea if your budget is on the modest side of the ladder, but this means that you may see them used on other websites also.
GET THE MEDIA INVOLVED
Once your rebrand is complete, it is time to formally announce it to the public. This is going to give your brand more exposure and the ability to make the industry “news”. The more media outlets you get to write about it, the more credibility your brand will receive. Our society is very much influenced by magazines, newspapers and digital content outlets and by having your new company identity spoken about will definitely bring you some form of ROI. If you already have a PR department, they will know who to contact and what documents need to be prepared. If this is something that you will be doing yourself, your press release will be key to your announcement. There is a lot of talk out there about the “death” of press releases, but the public relations field still carries on some traditional methods, so you can never go wrong with a strong, informational press release. Introduce this to your list of contacts or create new ones who would be interested in the topic. As you should already have a rebrand strategy, strive to appear in all the media channels you have outlined in there, which should be specific to your industry.
The best way to get people together and present something new and exciting for your business is to throw a party. You can host an event where you invite your key media contacts including journalists, bloggers and editors you have worked with in the past or whom you may want to create future collaborations with. But if your budget only allows you to cater for one event, you can give your employees a reason to celebrate. Put on a special kind of event for them where you present the entire rebrand, from how the brand was and how it developed throughout the rebrand process. This will get them excited about it and make them feel completely valued and involved. At the end of the day, a company that really cares and shows appreciation for its people is one that has higher chances to succeed.
Have you recently had a rebrand? Let us know what you have learnt from it.