Change is the only constant in this world and if you are here, on this blog, we take it that you may be contemplating a brand refresh for your business.
If that’s the case, then let us tell you first and foremost that thinking of rebranding is not a bad sign for your business. On the contrary, it is a sign that your business is progressing and, now, requires to be more than what it started off as.
Rebranding, in fact, is a great opportunity for businesses to make their market presence more solid and upscale the overall brand identity among the consumers.
It is a process which several business owners, especially the smaller ones and startups, tend to overlook and consider as regressive. But, as explained earlier, keeping the look and feel of your brand fresh and current can be the key to keeping your company at the top of your consumers’ minds.
However, rebranding is a highly strategic and tactical process and, therefore, you need to be smart about how you are going to execute it.
So today, in this article, we’ll discuss in detail the entire process of rebranding and how you can execute it for your business.
By the end of this article, you’d be able to understand the following;
·What is rebranding?
·Reasons for rebranding
·Benefits of rebranding
·How to rebrand successfully?
·Role of graphic design in the successful rebranding process
So, let’s dig in!
There are several different definitions of rebranding that you may find on the internet, however, the essence of all is the same.
According to Wiki, “Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Often, this involves radical changes to a brand's logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upward; they may also communicate a new message a new board of directors, wishes to communicate.”
It is clear from the above explanation that rebranding is much more than simply changing your business logo design.
It is a lengthy process that, over a period of time, transforms a brand’s existing identity including the core values and the central brand message.
But, why do businesses need to rebrand? Let’s take a look.
The need for rebranding can occur for several different reasons for different organizations. Some of the commonest reasons for businesses to feel the need for rebranding are;
- Shifting the target audience: When you plan to expand your business operations, it is highly likely that your consumer base also expands; or shift focus on other demographics. So let’s say you started off as a burger-only café in the neighborhood. But, over the period of time, you are now planning to become a casual diner with several other cuisines getting added to your menu.
- Change in product/services: Often it happens with companies that start out with one single product and create a brand identity around it. However, as the business grows, its product line and aspirations grow too, which means its branding may need to be revisited to reflect these changes.
- A merger or take-over: This particular reason often leads to a complete makeover of the brand through a new name, a new logo, and a re-evaluation of all brand materials.Outsourcing graphic design services to experienced agencies can be of great help in this situation as they have the resources to handle the entire transaction.
- Staying with the trends: One of the basic reasons to rebrand a business is to live up to the latest trends. With a quickly advancing technology and new expectations of the consumers, it may not take long before your brand starts to feel outdated.
- Differentiate yourself from the competition: Being from the same industry, offering the same kind of products/services may often become a huge deterrent for businesses to grow; especially, if the competition has already established its base and has been in the market for way longer than you. So, rebranding can be of great help in establishing the USP for your brand and help take an edge over your competitor.
The benefits of rebranding are, more or less, aligned with the reasons for rebranding; as discussed in the previous point. Other benefits that are attached to a successful rebranding of a business are;
-It improves the overall brand awareness for your business. When consumers see a brand putting in efforts to get their attention, it invokes interest and loyalty.
-In the initial stage of its operations, a business is seldom out of contention to target the top tier consumers; especially in a B2B segment. However, rebranding allows such businesses to focus on their marketing approach more aggressively and reflect growth; which can get attention from the top brass.
-Rebranding is the process that not only helps in creating a fresh image for your business but, also helps in the overall growth. And, one of the major factors involved in such business growth is the expansion of the consumer base.
-Whether it’s about establishing consistency in your marketing messages or across your social media profiles when people see a more unified look and hear the same messages, your brand becomes more easily ingrained into their memory banks.
As discussed earlier in this article, the process of rebranding is not simply aboutredesigning your website or changing the color of your logo.
It involves a lot of brainstorming,design thinking, and execution management considering the scale and scope of the process. What that means is, whether you are looking to make minor redesign changes to your business or a complete overhaul.
Since we are discussing a complete rebranding of business in this article, we’ll explain the steps required to achieve that successfully.
Begin with your brand message and value
Having a core brand message is important for any company to establish a unique brand identity. This includes the vision, mission, goals, and values that the company stands for.
If, for any financial reason or otherwise, you were not able to establish a brand message for your company in the beginning, rebranding is a great opportunity to do so.
Create and follow a brand style guide
As mentioned several times in this article, rebranding is not simply about changing your company logo. It involves a 360o overhaul of your brand’s identity.
And, therefore, it is important to have a brand style guide that you can follow for each and every segment of your business.
This also helps in establishing consistency throughout all your marketing channels and communication tools; such as social media, website, email, packaging, labels, brochures, stationery, etc.
In short, you should have a holistic approach towards the rebranding strategy.
Pick the right elements
One of the common challenges that brands face during the process of rebranding is the conundrum of what to keep and what to do away with.
Not everything needs to be tossed over when rebranding your business, as some elements may well be working in favor of your company; for example, the name of your company.
Study the market (and the competition)
One of the best ways to ensure you are on the right track of your rebranding process is to analyze the market trends.
See what’s attracting the customers in your segment and include that in your plan. Stay updated with theupcoming design trends to ensure all the elements are in place.
The trick, however, is to stay updated with the trends but, optimize your designs in such a manner that they support brand longevity while differentiating from the competition.
Check out more blogs on the upcoming design trends in 2021;
Take professional help
A rebrand, especially one that completely overhauls your look-and-feel, can be a very effort- and time-intensive process. And, therefore, a strongly recommended way to ensure successful rebranding of your business is by outsourcing it to a professional design agency.
Not only do they have the resources to manage the entire project but, also have the experience in executing design plans professionally.
Looking to rebrand your business? We can help!
Get in touch with us at firstname.lastname@example.org for any graphic design requirement and get unlimited graphic designs with a simple subscription model.