Branding is amongst the most powerful tools for businesses (when it is done right of course!) but sometimes it can be all too easy to get lost amongst the creativity, meaning the basic principles fall by the wayside.
It's important for businesses to take a step back and look at their branding every so often and ask themselves; ‘Does this still represent us?’; ‘Do our customers know who we are and what we’re about?’; ‘Do we still love it, does it still excite us?’. If the answer to any of those questions is no, then maybe it’s time to look at rebranding.
There are different levels of rebranding, so it’s important to identify what it is that needs to be altered and why. Does the logo just need a little ‘jazzing up’ to keep it fresh and modern? Or do you feel that a complete overhaul of typefaces, colour palettes, tone of voice and values could be what your brand needs to engage its audience and be accurately represented?
Nowadays, customers and clients want so much more than just attractive branding from the businesses they interact with.
They want to know who you are, your values, your mission, and why they should trust you.
So, before you go crazy with new logo concepts and colours, it is well worth taking a look at the five key things you need to consider to make a killer rebrand below. If you can answer these, you’re setting yourself up to create a kick ass brand.
1. What’s your business’ mission?
This may sound like an obvious question, but if you are considering a rebrand it might be worth taking a look at that mission statement again to establish if it’s still true to your business and your core values.
For those who aren’t sure what a mission statement is, it is one sentence that sums up the purpose of your business and what you can do for your clients or customers. A fantastic example of a snappy and engaging mission statement is that of Elon Musk’s company, Tesla.
Mission statements don’t have to be overly complicated but you can never go wrong with being short and to the point. Tesla has managed to sum up their whole $830 billion business in just seven words.
2. What makes your mission unique and relevant to your brand?
It might be that you already have a mission statement, but it’s always good to keep referring back to it and asking; ‘Is it still relevant?’; ’Is it clear?’. Answering these questions (or struggling to, in fact!) can help you to refocus on why you are rebranding and what you need to do to effectively reflect and relaunch your business’ purpose. Once you have nailed the all-important mission statement, the rest of the rebrand will fall into place.
3. Who is your audience?
Rebranding is about refocusing and realigning and your audience needs to be at the forefront of those elements. Research is vital for understanding more in-depth and relevant information about your target market; what do they want? What do they need?
The answers to these questions will certainly help to point your rebrand in the right direction, as they enable you to identify what it is that your business brings and how it can add value to them. You can then incorporate subtle details of how your business or service could be the solution they’ve been looking for into your messaging, allowing your rebrand to capture attention and bring in potential customers.
4. How is it going to look?
Now you’ve got the ‘what, why and who’ nailed, it’s time to consider the look.
Did you know it takes just 0.05 seconds for people to form an opinion about a brand just from its logo? (Source.)
No pressure, but the visual identity and aesthetic of your brand is crucial. It’s well worth making sure that every element of your branding is spot on, as it is the first thing that clients and customers see. If you are rebranding, you want it to make an impact and make you stand out and be remembered for the right reasons.
So, here are some important things to remember when creating your new branding:
Keep it simple but bold - remember your logo is your name; it needs to be impactful and memorable
Be adaptable - your business will change over time, make sure your brand can change and grow with you
Think about your audience - you may love your branding but your customers need to as well.
5. Where and how are you launching your rebrand?
Now you have everything ready to go, that’s it, right? Not quite, unfortunately. A common mistake that brands make when they rebrand is, they don’t tell people they’ve rebranded! Suddenly, a company will appear under a different logo and/or with a whole new look and that’s that. All the work and preparation and the reasons for the rebrand suddenly amount to a great big anti-climax. So, you need to think about where and how you are going to tell the world about your new branding to really maximise the benefits.
As we’ve said before, a rebrand is a great way to drum up attention for your business - both with existing customers and prospects! There are so many ways that this can be done; through newly branded gift boxes to your clients, teaser graphics and videos on social media, revamped email campaigns offering a discount to customers on launch day - and so much more! Think about where you are telling people about your rebrand and why they should get excited about it. Get the word out there and be proud of what you’ve created!
Think it might be time for a rebrand? Unsure if you need one? Our team of creative marketers and designers are here to help with anything and everything from print, all the way to digital. Have a chat with one of our friendly team today by dropping a line to email@example.com.