For the fifth and final part of our June series on branding, we’ll be continuing our discussion on rebranding. Last week, we talked about some of the most common reasons a company should look into rebranding. Here, we provide a checklist of important steps to include in your company’s rebranding process.
Whether it’s due to a decaying reputation, out-of-date imagery or your company’s changing scope of services, rebranding is a detailed process with many facets. Each rebranding situation presents a distinct set of challenges unique to that specific company. Below is a set of general guidelines designed to make the process as smooth as possible.
Do your research. Whether the decision to rebrand is stimulated by changes in the market or a declining reputation, research undoubtedly led to this conclusion. Such research should not stop here. It should fuel the next steps in the rebranding process and influence the choices to come. For example, research would help you come to the conclusion that your target market prefers tech-friendly imagery and would allow you to act accordingly. Research methods such as focus groups will guide the rebranding process and help to prevent the need for future rebranding efforts.
Be transparent about the rebrand. As we’ve maintained throughout this series, branding is the avenue through which your customers develop trust in your company. That trust is the last thing you want to break. Therefore, it is important to be forthcoming when commencing the rebranding process. Inform your customer base of the coming changes so they know what to expect and are not caught off guard or alienated. To inspire goodwill for the rebrand, you might even consider using social media to encourage feedback.
Your customers’ possible reactions should also be considered when the time comes for the rollout of the new brand. For instance, if you are conducting a complete renovation of your brand, it might be appropriate to publicize the launch. On the other hand, that kind of approach might not be suitable for a minor retooling of your logo and color scheme.
If possible, make connections with the old brand. If you are aiming to refresh the look of your brand, think about retaining some aspects of the old brand in order to promote consistency between old and new. Again, this will help to smooth the transition process. Such visual connections will also serve to underscore the company’s evolution from its former identity to its improved form.
Don’t forget basic branding principles. When planning a total rebrand, remember not to neglect any aspects of your initial branding formation. From identifying your company’s character to developing brand personas, every detail of your brand needs to be carefully re-examined. Likewise, do not underestimate the importance of consistency in your rebranding choices.
It might be needless to say that rebranding is a considerable undertaking. Before embarking on a complete rebrand, be sure this course of action is necessary. For instance, if age is the major issue for your brand, then a simple updating of your logo and design standards might be all that is required at this time. On the other hand, if your brand is suffering from more comprehensive issues, then an absolute overhaul might be exactly what you need to boost business and get things back on track. We hope this list makes the task a little more manageable.
Is a rebrand in your company’s future? Let Weise guide you through the process with our Navigator session. Contact us below.