Evolution is inevitable. If you have found that your brand is tired and outdated or simply doesn’t adequately reflect your business, it may well be time for a rebrand.
Whether you have decided on a complete overhaul or a few adjustments, rebranding is more than just a change of logo or website. A successful rebrand should define your business’ identity and communicate your brand message, your story and how you want to be perceived in the market for years to come.
This is the place to start. Think about how your brand is perceived across every marketing channel, from your website and social media to your printed material and consider how you want to be perceived. Once you have clearly defined your brand characteristics, culture and qualities, what you want people to think and feel when they see your brand and what sets you apart, it’s time to put the following re-branding steps into action:
Decide What You Want to Change
Firstly, you must identify how much of your branding you want to change – are you looking to completely redesign your brand or are there aspects of your brand that do work, such as colours and graphics, that would benefit from a refresh?
Ask for Feedback
Obtaining suggestions and insights from your clients, associates and employees can be valuable in helping you understand what people do and don’t like about your current branding to assist you in forming your rebranding concept.
Take note of what works well for other brands but be careful not to closely replicate another brand. Be aware if your competition so that you can stand out from the crowd.
Create an Action Plan
Consistency is key to a successful rebrand. Create a step-by-step plan including timing, budget and a list of items to be updated, so that your rebranding is rolled out across all of your business collateral and marketing channels including website, online directories, social media sites, stationary, business documents and every item of printed material, without missing a thing. Having your outdated branding overlapping with your rebrand is not a good look, so choose a launch date based on the timeframe necessary to design and implement your new branding and update it across the board simultaneously.
Design to Impress
Great brands have a style and design that is recognisable, professional and readable. Give your designer guidance up front about the kind of look and importantly the feel that you want your brand to present, your target audience, your design preferences, brands and styles that you like and why. Your designer will not only love you for the detail of your brief, but will have greater ability to precisely communicate your brand visually.
Create a Brand Guide
In keeping with consistency, a brand guide will help you ensure that your brand will be presented correctly going forward. Brand guide essentials include your logo (and how it should and should not be used in designs), colour palette, typography (fonts), imagery and tone of voice (copywriting style). This is a fantastic tool to provide to third parties who are involved in any form of design for your business in the future, from graphic designers to advertisers and web designers.
Rather than let your clients, suppliers and associates be surprised (and possibly confused) when you rebrand, let the world know about it. Use your rebrand as a positive marketing story and spread the word on your social media sites, client email, newsletters, email footers and in your salon. Also, don’t forget to include your employees (aka brand ambassadors) and get them on board and excited to celebrate the launch of your new branding.
For more information on rebranding, head to www.leticiahurst.com.au