Looking to rebrand your business but not sure where to start?
Rebranding is more than simply changing your company name and logo, it’s creating a whole new identity, and it’s important that it’s done right.
Committing to such a change isn’t something that should be done on gut instinct, but rather with a well thought out and executed strategy behind it.
With this, there are a whole host of questions that you need to ask yourself before diving in with both feet first and having it potentially backfire or not deliver the results you were looking for.
Here are our top tips for successfully rebranding your business.
There are many reasons why companies choose to rebrand, and it’s not a process that happens overnight.
Behind every successful rebrand there is always a valid reason and without one, it would prove very difficult to set out a strategy to drive the new phase of your company to where you want it to be.
You may choose to rebrand because your current branding and messages aren’t resonating with your audience as well as you’d hoped; your company is heading in a new direction and your branding needs to reflect that, or you’re trying to recover from a negative image with a new, fresh face.
It’s likely that you’ll have your own reasons for wanting to rebrand, and it’s important that you lay these down and work out the why, how and when in order to create a clear and realistic plan.
Simply heading towards a rebrand because you don’t like your name or logo isn’t optimal, as this doesn’t pinpoint any clear objectives and the time and effort could be better spent elsewhere to generate real, profitable results.
For rebranding to be effective, it needs to be consistent. It’s important to create a thorough set of branding guidelines to ensure that your brand is portrayed in the same way across all channels, as standard.
This is particularly important when you have a large team of designers and marketers working on content, graphics, social media etc - you want to ensure that everyone is sticking to the same practice.
To ensure you’re covering all areas, look at creating brand guidelines on some of the following:
How many guidelines you create is entirely dependent upon your business objectives and what you deem is necessary, but ensuring that you cover all bases should get you off to a good start with a full, consistent rebrand.
How do you effectively rebrand your business without jeopardizing workplace harmony?
Involve your team in the process where possible, of course!
Once you’ve figured out why it is you need to rebrand, begin to consider how you can do so in a way that will resonate with your staff. Every member of the team from board level right through to the latest apprentice should, at the very least, be made privy to the rebranding strategy. Where necessary, they should be given the platform to voice their opinion on the new direction.
Encouraging team members to share their ideas can lead to some incredibly constructive results and feedback. Certain members will be sure to offer insights based on their experiences with customer relations, and may be best placed to feed back on how customers will perceive the shift in brand direction.
Besides, the last thing you want is for the team to find out about a rebrand when new promotional material gets dropped off at the office. Keeping everyone in the loop and active in the process will build employee loyalty and make the rebrand that much more valuable as an exercise.
A brand’s identity is far more than its logo. It is the sum of all parts and those parts are tied together by consistency across the branding, particularly with regards to the colour scheme that you choose to go for.
It’s up to you how much you choose to buy into the whole colour psychology thing, but plenty of research does show that it has an impact on brain function.
For an in-depth rundown on what different colour combinations mean then this article does the trick perfectly. As a first step, review what your current colour choices can connote. Following on from that you may wish to introduce some new colours into your branding, or alternatively, scrap your colour scheme altogether and start from scratch.
With colour you’ll often find that less choice is better, as it keeps things simplistic and there’s far less chance of any ugly clashes. Pick a primary, a complimentary secondary colour and a neutral tertiary choice. You won’t go far wrong.
When rebranding your business it is surely tempting to jump on the trends of the time, and incorporate them into your new identity.
The problem here though, is that these trends could die out within a year and you’re left with a look and feel that’s already well out of date.
By definition a fad is a popular practice or technique that has been followed for a short period of time with exaggerated enthusiasm. Badges and crests, used to connote security and officiality, are an example of an old design trend that have since begun to disappear from logo design.
As a business, how do you steer clear of this whilst also ensuring your rebrand is fit for purpose in 2020? Follow what is going to work for you, not work for logos in general. Logos will always be slightly reflective of trending styles but ultimately you need to develop your own visual identity. More on logos below.
First impressions really do matter when it comes to your logo, which is why it’s important to ensure your logo is clear and simple.
Of course, that doesn’t mean you can’t be creative - a visually appealing logo is still an important part of your brand, but sometimes designs can end up being too clever.
There might be elements of your brand that are a bit more cryptic or subliminal, and although they might make sense to you, it doesn’t always come across well to those on the outside.
Keeping it simple is easy to do - make sure your brand name is clear and easy to read, and ensure any imagery is related to your business and sector. As well as being memorable and giving off the right impression of your company, your logo should also be distinct, and there should be no doubt as to who you are and what your company does when people view it.
Your logo will be used across many varied applications - it might appear in a large size on an advertisement, or may be used in miniature form on smaller things such as letterheads. Either way, your logo needs to make sense, and look good across both sets of circumstances.
When blown up for larger purposes, you don’t want certain elements of the logo to appear poor quality or distorted, while similarly, having your logo shrunk down for smaller items shouldn’t mean it becomes unreadable.
One great way of maximising your logo’s scalability is to use a recognisable symbol that works both with and without text. A great example of this is Nike - sometimes you’ll see their famous “swoosh” symbol accompanied by the name of their brand above it, while other times you’ll find it without their name while remaining equally recognisable.
Utilising a symbol in this way is sure to help you grow your brand’s recognition, with you able to use your company name on larger spaces, while opting for your singular icon for things such as your social media profiles or website favicons.
Taking your new brand live can be a daunting prospect. Having taken all of the steps above, it is important that your hard work is recognised by your customers and partners. If the rebrand has been intended to refresh your company image, it is vital that this new message is spread as quickly as possible.
An excellent and memorable way to launch your new brand is through promotional merchandise. If a customer only sees your new logos and colours on a sign or banner, they are likely to forget it quickly. To achieve maximum impact, keep your new branding in your customer’s daily lives. Items like custom branded pens and other stationery are an excellent way to insert your brand into offices and homes around the country as everyone takes a pen, and with the recent shift in environmental conscience many people are less likely to throw it away, meaning your logo is visible to them for much longer.
You can also opt to use promotional items to breathe new life into your own office space. A simple act of replacing all of the old and tired office mugs with polished newly branded ones, and having branded tins of sweets in meeting rooms will portray a new and fresh image of your brand to your employees, and any clients who visit your office.
At Outstanding Branding we offer one of the largest selections of products available for branding in the UK. If you can imagine it, we can make it. Our printing professionals will advise you on the best practices for launching your brand with promotional merchandise, and we promise you will not be disappointed. If you would like to find out more, consider browsing some of our most successful products: Branded Pens & Stationery and Branded Clothing.
And that’s about it! If you follow these key steps to rebranding your business, you will find that your new brand set will have more impact, and will remain with your customers, partners and employees for a long time to come.