Has your company evolved beyond your initial vision? It may be time for a rebrand! A rebrand is the recreation of a brand through its name, logo, and visual assets. This marketing strategy is typically laid out to change the audience’s perception of the brand - either through a complete overhaul of the existing brand image or simply a refresh. Looking to adapt the perception of your company? Keep reading for our complete guide to revamping your business.
PRE-REBRAND
Before diving into any changes, it’s essential to identify what changes need to be made. First, identify the difference between your current brand and the vision of your new brand. While it’s much easier to throw everything from the current brand away and start with a clean slate, this isn’t always possible. If you’re only executing a partial rebranding or refreshing, have a firm foundation of which aspects will carry over and why.
Remember, rebranding isn’t simply picking some new colors and visuals and calling it a day. Your brand positioning is the foundation of your company and tells your audience who you are and why you matter. Shifting these positions will notify your audience of how your ‘new’ company communicates and how they relate.
Lastly, once you’ve identified what’s staying and what’s out the door, create a list of all of the assets that will need to be updated. A consistent brand is a brand that customers identify with and understand, so don’t let anything fall through the cracks in this step! Here is a sample list to get you started:
Website
Product packaging
Social media templates
Business cards
Letterheads
Email design
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THE REBRAND
Now that you’ve identified the changes you’ll be making, it’s time to get to work! Firstly, build out your new brand guidelines. This includes your:
Logo
Brand colors
Fonts
Icons
Imagery
Next, build your messaging guideline. This contains your:
Purpose
Vision
Mission
Value proposition
Key messages
Differentiator
Brand promise
Brand driver
Tone of voice
Elevator story
These guidelines are the foundation you’ll build all of your new assets upon! Keep in mind that the more established your business is, the more you have to lose from a rebrand. A partial rebrand can help retain the loyal audience you’ve built while refreshing your image and attracting new customers.
By now, you should have a steady grasp on what a rebrand is, and the only thing to do is evaluate if it is the right move for your business. We’re always here to help! Book a free 30-minute consultation to hear our suggestions on your brand image and positioning today!