Most Important Things to Remember When Rebranding
Rebranding is not unusual; many prominent companies, such as Dunkin’ Donuts and Uber, have done so in the past. Consider whether you should rebrand your business if sales have been sluggish and brand awareness campaigns aren’t working. Developing a new marketing strategy or performing market research to determine why people are avoiding your goods or services may help you avoid these problems.
However, suppose your brand no longer represents your company’s vision, objective, values, or market, and you’re considering a rebrand because of that. In that case, it may be the ideal option.
Here are a few rebranding strategies that have been proven to work:
Get a New Logo
Your logo is the first and most noticeable element of your brand. It’s also one of the most important, as it can communicate who you are and what you do in a single glance. When redesigning your logo, make sure to keep these points in mind:
- Keep it simple: Complex logos are difficult to remember and often reduced to a single element, such as a symbol or typeface.
- Make sure it’s scalable: You should resize your logo without losing quality for different applications, such as print and digital media.
- Reflect on your brand identity: The colors and fonts you choose should reflect your firm’s values, mission, and vision.
Rethink Your Brand Positioning
The words you use to describe your brand and the values it represents should remain consistent and authentic to build a strong brand. However, how those terms are combined and expressed can vary. You can use this knowledge to shift your company’s positioning.
Come Up with Brand-new Ads
Create new advertising and material with your new messaging in mind in mind. Advertising must clearly show the modifications to your brand and what they signify for consumers. This might help you attract a new demographic while also reaching larger audiences.
Some markets can get pretty competitive, especially in Southeast Asian countries like Singapore. And that means you’ll need ads that stand out from the rest. Of course, advertising and marketing need funding. You can try getting a low-interest loan to cover the expenses. This will give you room to get creative and hire the right people to execute your rebranding campaign effectively.
Create a Solid Voice
Your brand’s voice should be consistent and clear across all platforms, including social media, websites, and print collateral. This includes tone of voice, writing style, and even the images you use.
Launch a New Website
Don’t forget about your website when rebranding. Make sure the design and content are updated to reflect your new look and feel. You may also want to create a separate microsite to house all of your new branding materials.
Plan a Phased Rollout
Introducing a new brand can be a daunting task, especially if it’s your company’s first rebranding in years. To make the process smoother, plan out a phased rollout. This will allow you to test the new brand with different audiences and make modifications as needed.
When rebranding your company, it’s essential to keep the following in mind:
- Make sure all aspects of your brand are cohesive: This includes logo, website, advertising, voice, and messaging.
- Take the time to plan out a phased rollout: This will help you avoid any hiccups and make the transition smoother for your audience.
- Make sure your brand is true to your values and mission: Rebranding can be an excellent opportunity to redefine your company, but don’t lose sight of what made you successful in the first place.
Reestablish Your Audience and New Target Market
Some companies rebrand to expand their target market and audience. This is especially true for cosmetics and skincare companies that want to include a younger demographic.
Alternatively, you may want to establish a presence because there’s a new competitor on the market, and its goods or services are directly competing with yours.
Look at who’s purchasing from you and who they’re buying from rather than you. Do you have a clear understanding of who your ideal clients and consumers are? Are they still in the same target market and audience as you originally planned? This can show up some significant differences.
You must first define your real market and audience before you can start rebranding your firm to connect with your consumers (and outsmart your rivals).
Have Branding Guidelines
Some companies call it their bible or their style guide. Whatever it’s called, make sure you have a comprehensive guide that covers every aspect of your brand. This will help establish consistency across all platforms and improve the look and feel of all communications.
Including your logo in the branding guidelines is a good start. It should specify its colors, fonts, dimensions, and other required or suggested materials. You should also include your tone of voice, writing style, and voice. This will help other people working on the rebranding effort to do their jobs effectively.
More prominent companies stand to lose more from a total rebrand. A complete rebranding may be more difficult if your company is older. However, it can help you retain brand loyalty while rejuvenating the image to keep up with changing trends. On the other hand, small businesses gain from a reinvention and relaunch due to its low cost and ease of implementation. In this way, a rebrand is an effective tool to fight against more prominent competitors.