At
times, it’s necessary for organizations to update their visual identity to
reflect a new direction, draw attention to significant shifts in their product
line, or just bring themselves up to speed with the times. In general, a comp
any
will rebrand itself every seven to ten years. Here are the six steps every
business owner should take to ensure a smooth re-branding, whether they are
simply altering their logo or introducing an altogether new brand.
6 Steps To Rebrand Your Business
Step 1: Create A Re-branding Strategy
Re-branding your business needs careful preparation and execution. It is critical to
think about why you are re-branding. The answer to this question will assist
the team in determining the target goal and which re-branding activities should
be included in the project. For example, if you are re-branding because your
major product or service has changed, this will assist the team in focusing on
eliminating any elements that tie you to your previous offerings.
Step 2: Select A Brand Team
Depending
on the size of your company, you may or may not be able to put together a team
to help with your re-branding efforts. You should ideally have team members who
are experts in marketing, graphic design, web design services, social media, and
communications. Most firms, particularly sole proprietorship, lack these
resources, therefore you will have to complete the task yourself or employ
freelancers. Learning how to delegate your re-branding efforts is a good method
to strengthen your management and business ownership skills.
Step 3: Evaluate Your Competitors
Evaluating
your biggest competitors can provide you with insight into what design aspects
are popular in the sector. It can also assist you in avoiding developing a
brand that is too identical or may confuse your target market.
Step 4: Make A List Of All Branded Items
It
is vital to analyse and inventory all of your marketing materials, web pages,
social media sites, and other goods (business t-shirts, for example) that carry
your firm’s brand, name, or colours. You don’t want to rebrand some things but
not others. This may confuse your customers and make your branding appear
inconsistent.
Step 5: Create A Communication Plan
When
re-branding a company, you should have a communication plan (akin to a public
relations plan) in place so that your consumers are not caught off guard. It’s
best to notify them several weeks ahead of time that a new brand is on the way,
especially if you’re planning a name change that will change your website
address or social media handles. Use this as an opportunity to get your
consumer base excited about the new look. You may even organize a special event
or sale to coincide with the relaunch. Combine this with an updated business
plan and marketing plan to ensure that your company is on the same page with
the new path you’re pursuing.
Step 6: Design And Launch Your New Brand
Depending
on the level of your rebrand, this phase may or may not constitute the majority
of your re-branding activities. The average redesign takes 12 to 18 months,
according to Forbes. Updating your logo or brand colours will take less time
and effort than changing your entire identity. Make sure you have a cushion
built into your timetable in case your scheduled launch date is delayed.
