Time for a rebrand? « Back to list
Some things to consider before you start
Businesses rebrand for a variety of reasons. Maybe your business has changed since you first launched and your current brand or logo no longer represent what you do. Maybe your customer base has changed. Or maybe your brand just looks a bit dated and in need of a refresh. Whatever your reasons for rebranding, your new brand will be with you for a long time, so before you go ahead, here are a few things to consider:
What’s your core message?
Before you think about design, set out a clear mission and vision for your business. It may have changed since you first launched. Style, imagery and even colours will depend on the core message you want to send.
Does a part of your existing brand still work?
If a graphic or tagline is still relevant and works for you, keep it or simply update it. Just because you’re rebranding doesn’t automatically mean you have to change everything. If it’s not broken, don’t fix it.
Futureproof your new brand
Of course your brand should work for you right away, but think about where you want to be in a few years and design your branding so that it still works if you expand or diversify, otherwise you might find you’ve to go through the entire process again much sooner than you’d planned.
Your new branding must appear on all marketing
Do you still have brochures, business cards or other marketing that carries your existing branding? If you have large numbers of branded items that you still want to use, hold off on launching your new brand. Once it’s been implemented you should never use your old branding on anything, including online.
Research your competitors
Have a look to see what your competitors or similar companies are doing. What are they doing well? Seeing what works for your competitors can inspire you to come up with great, unique ideas you may not have had otherwise.
Go public with your rebrand
Let everyone know about your rebrand. Use leaflets, greeting cards, emailed pdfs and online platforms to announce the news. This not only ensures potential and existing customers know about your new brand, but it can remind previous customers that you’re still here and ready for business.
Think about all the consequences of a rebrand
Remember that your existing branding will be very familiar to some customers so it’s important they know that you’re still the same business. Remember too that a successful rebrand takes both time and money. Consider the cost of the process itself as well as updating all of your marketing to avoid nasty surprises later on.
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