Everything to Consider Before Rebranding.

What is Rebranding?

Rebranding involves giving your company’s brand identity a complete makeover. This means updating everything from visual elements to messaging, and how people perceive your small business. It’s a strategic process designed to breathe new life into your brand, enhancing its image and positioning it for long-term success.

Why Consider Rebranding?

We spoke about unnecessary rebranding in our blog post about getting branding right the first time. Sometimes business owners are a bit addicted to the process of branding. It’s exciting developing a new identity however a rebrand will not fix fundamental underlying business problems. There needs to be a real reason for rebranding- not just because you are bored with your branding colours and you want a new look for the sake of it. Unnecessary rebranding can be costly.

Rebranding helps address changes in your business or target market. It’s not just about changing your visuals; it’s about creating a story that reflects your unique values. This story should connect with your audience, capturing their interest and building trust and loyalty.

Successful rebranding can boost brand recognition, attract new customers, and strengthen relationships with existing ones. It also helps you stand out from competitors and position your small business as the go to business in your niche.

If you’re a solo or small business owner considering rebranding, embrace this chance to redefine your brand identity and connect with your target audience in a more meaningful way. Approach the process with careful planning, research, and strategy to ensure that the rebranding gets desired results. 

Rebranding To do:

• Assess the reasons for rebranding (e.g., outdated image, market shift, change in business direction).
• Identify specific goals (e.g., reaching a new audience, differentiating from competitors).

Market Research and Analysis

• Conduct a brand audit: current brand perception, strengths, and weaknesses. (side note all of this is in our dna see here)
• Analyse market trends and competitor brands.
• Understanding your target audience: demographic changes, preferences, and needs.

Define Your Brand Identity

• Clarify your brand values, mission, and vision.
• Create a unique value proposition.
• Develop key brand messages and a brand story.

Involving others

• Involve key people: employees, customers, etc. getting feedback from them.

Budget and Resources

• Estimate the cost of rebranding (design, marketing, legal aspects).
• Allocating resources and setting a realistic budget.
• Ensuring you have the necessary skills and expertise to actually do the rebrand (outsource if you don’t have the skills).

Legal Considerations

• Depending on the nature of your business and rebrand there may be legal issues to consider eg. new business name or trademark availability and legal compliance issues.

Website considerations

If you are worried about SEO impacts read this post.

Design the New Brand Elements

• Redesigning the logo, tagline, and other visual elements.
• Choosing new brand colors, fonts, and imagery.
• Ensuring consistency across all brand touchpoints (website, social media, packaging, etc.). 
• Renaming your business (if applicable- make sure you list the pro’s and cons of doing this also).

Develop a Rebranding Strategy

• You should have a plan for the rebranding timeline and key milestones.
• Creating a comprehensive marketing and communication plan.
• Preparing for the launch: teasers etc on social media or events

Implementation and Rollout

• Coordinate the rollout across all channels.
• Update digital and physical assets.

Monitor and Measure Success

• Set key performance indicators (KPIs) to measure rebranding success.
• Collect feedback from customers after your rebrand launch.
• Analyse the impact on brand awareness, customer perception, and sales.

Approach your rebrand STRATEGICALLY don’t hesitate to reach out if you are considering a rebrand and have questions or want our help in doing so.