Rebranding is a significant step for any business; the process can be transformative and beneficial but has challenges. When contemplating a rebrand, there are lots to consider, so we’ve written a handy guide to help you:

WHEN SHOULD YOU CONSIDER A REBRAND?

Company Evolution

If your company has outgrown its current brand due to changes in its offerings, target audience, or business strategy, consider rebranding.

Mergers or Acquisitions

If your company has recently merged with or acquired another company, a rebrand may be needed to unify the brands and present a cohesive brand identity to your customers.

Changing Markets

If your target market has shifted or the competition has increased significantly, a rebrand can help you remain relevant and competitive.

Negative Publicity

If your brand has been tarnished due to a scandal or poor reputation, a rebrand can help you distance yourself from the negativity and start fresh.

Outdated Image

A rebrand can bring it back to life if your brand feels outdated or needs to resonate with your audience.

Remember, rebranding is more than just changing your logo or name. It’s a process that involves reassessing your company’s values, vision, and message to ensure it aligns with where your business is heading.

WHEN TO AVOID A REBRAND

Recent Rebrand

If you’ve recently undergone a rebrand, doing so again too soon can confuse customers and damage trust. Frequent changes might lead your audience to perceive instability.

Strong Brand Recognition

If your brand already has a strong, positive reputation and high recognition in the market, a complete rebrand could risk diluting the equity you’ve built over time.

Solely for Novelty

Rebranding should be done for more than just for the sake of change or to follow a trend. A rebrand may be optional if your current brand aligns well with your identity, values, and target audience.

Financial Constraints

Rebranding can be expensive. If your business is facing financial difficulties, the cost of rebranding might outweigh the potential benefits.

Internal Resistance

A successful rebrand can take time and effort if your company has substantial opposition. Internal solid alignment and commitment are critical for a smooth transition.

Surface-Level Issues

If the issues lie in your business operations or product quality, a rebrand won’t fix these underlying problems. It’s more important to address the root cause first.

Maybe it’s better to make slight tweaks and improvements than to rebrand completely if the existing brand works well.

So you’ve decided to go for it … You’ve weighed up the pros and cons, and a rebrand is the best direction for the company.   Here’s our Rebrand Roadmap to help you through your journey:

1 – Set Clear Objectives

Identify why you’re rebranding and what you hope to achieve.

2 – Research Thoroughly

Understand your target market, competitors, and current brand perception.

3 – Involve Stakeholders

Engage employees, customers, and other stakeholders in the process.

4 – Define Your Brand Strategy

Determine your brand’s purpose, vision, values, personality, and positioning

5 – Create a New Visual Identity

Design a new logo, colour scheme, typography, and other visual elements.

6- Develop Brand Messaging

Write a new brand tagline, mission statement, story, and critical messages.

7 – Update Brand Touchpoints

You can apply the new branding to all business materials, including your website, social media, packaging, and physical locations.

8 – Plan the Launch

Develop a strategy for unveiling your rebrand to the public/industry audience

9 – Communicate the Change

Tell your brand story to your audience, explaining why and how you’ve changed

10 – Measure the Impact

Use key performance indicators to track the success of your rebrand over time.

Ready to hatch a new brand?  Let’s talk!