There are many potential reasons to consider rebranding, from outgrowing your image to moving into a new market. Ensuring a successful rebranding project depends on careful planning, in-depth research and putting an effective strategy in place.
Below is our step-by-step guide for creating a successful rebranding strategy.
Any rebranding strategy must start with a thorough understanding of the business reason behind the rebranding. Has it been driven by a need for growth? Are you trying to compete with larger and more established competitors? Or have you simply outgrown your image?
Whatever the reason is behind your need to rebrand, without a clear understanding of the reasons driving your efforts, you risk wasting a large amount of time and resources.
Some of the potential reasons for needing a rebrand are:
This first step is extremely important for ensuring an effective and successful rebranding strategy. It’s also worth reiterating at this point that brand is so much more than skin deep. A cosmetically updated logo and fresh colour scheme will not change your fortunes if there are deeper, more fundamental issues at play. Take the time when considering your brand strategy to asses your strategic fit as a business, that your products, services and positioning fully meet the needs of your audience and connect seamlessly with them. Any improvements you can make here is where the real brand magic happens.
Once you are clear on the reason behind your rebranding, the next step is to conduct in-depth research on your target audience, your competitors and your current positioning. The goal here should be to have a deep understanding of your current brand perception, what your competitors are doing and what your target market perceives as value.
If you don’t perform this research, your rebranding strategy will be based on internal factors alone and assumptions of the external environment. This often results in false assumptions and a rebranding strategy which fails to have the desired effect.
It’s important to consider your positioning in the market as you are developing your rebranding strategy. Are you a low-cost provider or high-end luxury option? This positioning will drive all of the decisions behind your remarketing strategy to ensure effective communication to consumers.
Your desired positioning needs to be based on who you are as a business as well as who you want to become. Once you understand your positioning, you must ensure your messaging communicates this in a consistent and professional way.
At this stage of your rebranding strategy, you need to begin developing the visual elements that will communicate your brand and the story behind it. This includes your brand logo, name, colours, your slogan, business card design, etc. These elements are often outlined in a brand guidelines document which contains all the information and rules to stick to when communicating with consumers.
It’s important to keep in mind that these visual elements are not your actual brand. Your brand is your reputation and the way consumers see you, not your logo or colours. These elements are the visual aspects of your brand and a way for consumers to identify you.
Your website is an extremely important tool when it comes to communicating your brand and values. It’s a place where you can tell a compelling story to your audience and it’s the first place a potential customer will visit to find out more about your business.
Therefore, any rebranding strategy requires looking at your current website and altering it to represent your new brand and it’s values. Look at the tone of voice in your content, is it still relevant? Maybe you need to restructure the user journey slightly to better align with your new branding, or maybe you need a new website design altogether. You should also look at altering your social media channels to represent your new brand.
At this point in the process, you should begin to look at all of the other marketing materials that you will be using to communicate your brand and your products or service. This could be brochures, proposal templates, or any other offline marketing tools you use.
It’s important to ensure that all of these materials are consistent in representing your new brand, including tone of voice and all other elements including in your brand guidelines.
Finally, you need to consider how you are going to promote and strengthen your new brand. How do you intend to launch it internally? Ensuring your employees understand and embrace the new brand is crucial, as they play a significant part in ensuring consistency of all experiences that consumers have with your business.
It’s also important to consider how you are going to build your brand in a way that communicates your reputation, expertise and unique selling points, as well as communicating your market position.
Singletons approached Workhouse to update their brand identity to position them strongly in new markets and push the heritage of their artisanal cheesemaking. Find out how we helped them.Read our case study