For every business, there comes a time for every business when they must face one of the most complicated, expensive, and time-consuming events; rebranding. If done correctly, it can help increase exposure and drive better sales, but if done wrong, it can be embarrassing at best and destructive at worse. Even partial rebranding is no simple feat, which is why we have put together this useful rules of rebranding guide that offers some of the best advice to help.
What are the Rules of Rebranding?
Know Why to Rebrand
Rebranding is a serious undertaking with numerous risks and costs. Knowing why it is necessary to rebrand before any effort begins will save both time and money. There are many good reasons to rebrand; the customer demographic changed over the years, newer products dominating sales, mergers or ownership changes, and shifts in overall trends can make a rebranding necessary.
Look at What Has to Change
Once you have determined why a rebrand is needed, the next steps become much more evident. Keep in mind that a brand is much more than distinct lettering and an original logo. A brand represents the heart of a company, its attitude, its culture, and its quality. It’s a well-known fact that good branding can increase the value of any business.
Light Cleaning, or Full Over-Haul?
Very early on, you should decide how in-depth your rebrand should go. Once started, it can be tough to change the depth of a rebrand. Pushing a partial rebrand to a clean slate option can create a rushed, unorganized look while switching from a full rebrand to a lighter version can make it appear sloppy and disjointed. Partial rebrands need to be incorporated into existing material to allow for seamless marketing. Full rebrands usually start from scratch, where most of the older material is going to be discarded and is much more expensive to undertake.
Do Your Homework
A good rebranding effort always begins with research. Make sure to look at the latest trends of not just your competitors, but also at brands in different markets and industries. Also, look inward, involvement with internal company assets, and stakeholders can produce much-needed feedback at every stage in the rebranding process.
Don’t Be Afraid to Be Different
Rebranding is all about making changes to a company’s image; however, it is essential to try to retain loyal customers and preserve past company history. Tone and familiarity are as important as learning from the limitations and issues of previous materials. A good rule is “only change as much as you have to, and leave the rest alone.”
Tell the World
In the end, communication is the most crucial aspect of a rebranding campaign. From beginning to implementation, communicating with partners, shareholders, vendors, clients, and customers will reduce shock and help a full or partial rebrand transition smoother. Informing business partners helps them to get ready to receive new material and minimize confusion. Letting customers know what will happen can draw your audience in, allowing them to feel that they are taking part in the process.
