Rebranding - Are You Ready?

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Before starting on your rebranding journey, you should first ask yourself why you want to rebrand in the first place. Money oftentimes is a more sensitive subject and can be a crucial reason behind a rebrand. This, along with the size of the company, can make rebranding seem even more daunting. It's good to know what type of rebrand your brand really needs. To figure this out, first, you need to understand every angle of your brand. Let's discuss three ways to rebrand, the critical components of a rebrand, what you should know before you begin, and how to know when a good time to rebrand is. 

Find your why

When you begin a rebrand, you should first figure out which style of rebranding that you need for your company. You should look at and understand every aspect of your company. You'll need information like the number of employees you have, the average amount of customers you have, and the competition in the industry. It's also smart to have a good sense of the goals you're trying to achieve, the problems you hope to solve, and the budget and timeline for this rebrand. Using this information, you'll be able to have a better sense of which rebranding method with work better for your business. If you want to stand out in your industry, it's good to make sure that your brand is clearly defined. This helps to make your brand stronger. If you're looking for information on how to effectively manage your brand to create a stronger brand for your company, check out our blog post: 5 Principles of Brand Management

3 types of rebrands

I've personally helped a ton of brands through the rebranding process and have narrowed the process down to three major rebranding types: A Brand Revitalize, a Brand Renew, and a Brand Rebuild. Every kind of rebranding comes with its own level of complexity. Brand Revitalize - This is the more basic type of rebranding and is the one most recognized as a rebrand. This helps businesses rediscover who they are, their brand identity, and most of their brand assets to make their assets and new assets remain consistent with their rebrand. Brand Renew - This covers what the Revitalize covers, along with other more complex parts such as market, audits, and strategy. This is the better way of changing up your brand to stay on top of any competitors in the market. This requires more research and strategic thinking. Brand Rebuild - This type of rebrand is the largest in both complexity and cost. This complete brand reboot that covers everything in a brand revitalize and renew, but also looks into internal research and audience research, brand architecture, and a brand roll out. Rebranding of this size requires serious research that spans your entire clientele. 

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Where to start

When you think about a rebrand, you should think about all the essentials. These might be considered the critical components of the rebranding process. These essentials are where most rebrands start: Values - That brand's values define what a brand stands for. They set the standard for the way the company and its employees should behave. It's essential to have solid values that are ingrained deep in your brand's identity. When you've figured out your values, you can start building from there. Message - When you're rebranding, it's important to know what your company is saying to your audience. A Mission statement is more internal, but your message is the promise your company is making that will fulfill the needs of your customers. Your message should be cohesive to your brand at every turn. Website - Your business' website can easily be the most important piece of branding you have. Most people will check a website before making any buying decisions. Make sure that your website is fully functioning and definitely consistent with your brand. While you're rebranding, use this as an excellent time to check your competitors and try to find your edge. Logo - Your logo needs to reflect your brand to a "T," but if your logo is already good and tells your story, it may just need a slight refresh. This is also what ends up exciting people most. Keep in mind, however, there's nothing worse for brand consistency that a variety of your logo in different areas of your business. 

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Before you begin your rebranding journey, you should understand that it's not about the new look of your brand; it's about the entire look and FEEL of your brand. Consistency is, by far, the most important aspect for your brand and platform. Before you go tossing out important brand assets, make sure you consider what really is working and what isn't. It's an excellent time to look at your target audience and get to know them. Let your customers and the world know the changes you're making. Project management is crucial during this time to ensure your brand is delivered on time and budget. This process doesn't have to be complicated, though. Try using a centralized brand management tool and brand guidelines along with a well-made spreadsheet that documents goals, timelines, and team responsibilities. This will help keep everyone on the same page and maintain consistency across the board.

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In Conclusion

Not only is the look and feel important in rebranding, but so is the why. By understanding this, you can make sure the effort you're putting into the rebrand is worth it. There may be a chance the reason you're rebranding won't fix the issues in your company. Here are a few scenarios that will help you know when it's a good time to consider a rebrand. Advancements in Tech - The industry is continually changing and is affected by new trends and technological advancements. It's always good to stay updated with the trends. Target Audience - As trends change, so might your target audience. This should be reflected by your brand, so if you're trying to reach a younger audience, it makes sense to add more digital touch-points and try using new sources of media. Age - Perhaps your brand has experienced many changes in the years, or your brand is starting to show its age. It may just be time to give your brand the love it deserves after it's many years in service. 

A rebrand is a complex, daunting task that needs many things to be taken into consideration. Sometimes your company may just need a facelift, but other times your company may need to be completely rebooted. It's time to take a good look at your company to figure out what's best for your brand. The use of good management and understanding your needs before you start can really help keep your rebrand on track and stress levels low. 


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