We can’t quite believe it’s already been over a year since our brand relaunch. It feels like just yesterday that we were throwing our sweet 16 celebrations and now this bright, shiny new identity is an essential part of who we are.
And, as fun as it might look, undertaking a rebrand is no easy task.
A brand is so much more than just a logo. It’s often the first point of contact to your business and therefore the first impression it conveys needs to be strategically thought through and carefully managed. From visual identity to tone of voice and values, reinventing a brand involves a number of steps, all of critical importance.
Not sure where to start? Take a look at our top tips to deliver a successful rebrand for your business.
There are plenty of examples of rebrands that haven’t quite worked. They often have big aspirations, but not the strategic planning to match. Some have even invested millions into their new identity only to then revert back to the original after receiving negative feedback from their customers or witnessing a dramatic drop in sales. So the critical first step is to understand whether a rebrand is even necessary in the first place.
Ask yourself why a new identity could be beneficial and why now: is it to mirror changes in the company’s values and culture? To better reach your target audience? To appeal to a different market? Or is it a simple image refresh? There are lots of questions to ask of yourself before moving forward, and it might be useful to bring on board a brand strategist or agency to guide you in the process and help you set clear timelines and achievable goals. Essentially, you need a reason first and a watertight one. Rebranding is a big step, sometimes a big risk, and certainly a big commitment from a resource and cost perspective. So define your reason first and make sure it’s strong enough.
MORE THAN SKIN DEEP
A rebrand is more than a fresh logo and a new strapline. Before overhauling your image, you should relook at your values, your goals and your proposition as a business – all aligned to your overall strategy – and how the rebrand will reflect all of these. They should serve as framework for your style and design and ensure you are telling your story coherently through tone of voice and content, which is key to building a strong brand and communicating it effectively.
GO ON A JOURNEY
Often a rebrand is an evolution rather than a radical transformation. The hardest part is understanding what to keep and what feels outdated and irrelevant. Think of what is hindering your performance as a company – a difficult name to pronounce and remember? An illegible font? A dull logo? These are all areas that you might feel need improvement.
Once you have identified what needs changing, go away and experiment. Allow for blue sky thinking and give your team the chance to have a play with your brand. At this stage, set no limits but then bring it back ‘home’; and make sure whatever you end up with feels right and fits with your identity and goals.
FOLLOW A PROCESS... RELIGIOUSLY
Depending on the size of the company, changing a brand will affect a number of people in all different areas of the business – from marketing and design to legal and finance, and several departments will be required at different stages. It is therefore crucial to establish a clear process and chain of responsibility and follow it meticulously. Every step should inform the next one in a coherent way to ensure consistency and clarity of understanding throughout.
Although a broader spectrum of people may be initially involved and indeed beneficial to initial brainstorms for example, ultimately only a selected few should be in charge of the rebrand as a whole – from creative inception, through implementation and delivery of both conceptual and practical elements. So, decide who they are, ensure their roles are clearly defined and timeline the deliverables.
BREATHE IT, LIVE IT, LOVE IT!
We know how daunting a rebrand can be – we have experienced it first-hand! However it is also an exciting opportunity to reinvent yourself and inject new life and passion into your company. Part of your budget should be invested in ensuring the changes are understood and reflected internally rather than all the focus being on external audiences. Make sure you live and breathe your new identity by bringing elements of it into the office space - from refreshing the environment where you work, to setting up a brand reveal event for the whole team to enjoy, every small step helps bringing your new brand closer to its employees. Ultimately your staff are your best ambassadors and as such they should be part of the rebrand as much as the CEO. And finally don’t forget to have fun with it! You changed it for a reason so why not stretch your imagination and try something different?
Do you have a brilliant idea for a new brand? Find out how the team behind the OrangeDoor can open up the amazing in your business.