Rebranding a business can be a daunting task, but it can also be a necessary step towards growth and success. Here are ten tips to help you successfully rebrand your business:
- Define your goals: Before you start rebranding, make sure you have a clear understanding of what you want to achieve. Whether it’s to appeal to a new market, modernize your image, or differentiate yourself from competitors, knowing your goals will help guide your rebranding efforts.
- Conduct research: Gather feedback from your customers, employees, and stakeholders to understand what they like about your current brand and what could be improved. Use this information to guide your rebranding strategy.
- Develop a brand strategy: Based on your research and goals, develop a brand strategy that includes your brand positioning, messaging, visual identity, and tone of voice.
- Create a brand identity: Your brand identity includes your logo, color palette, typography, and other visual elements. Develop a brand identity that reflects your brand strategy and resonates with your target audience.
- Communicate with your stakeholders: Keep your employees, customers, and other stakeholders informed about your rebranding efforts. Explain why you’re rebranding and what they can expect from the new brand.
- Develop a launch plan: Plan a launch strategy that includes a timeline, promotional activities, and communication tactics. Make sure your launch plan is aligned with your brand strategy and goals.
- Update all brand assets: Once your new brand is finalized, update all of your brand assets, including your website, social media profiles, marketing materials, and signage.
- Train your employees: Ensure that your employees are familiar with the new brand and how it should be represented. Provide training on your new brand identity, messaging, and tone of voice.
- Monitor and measure your results: Track the success of your rebranding efforts by monitoring metrics such as website traffic, social media engagement, and sales. Use this data to make adjustments and continue to improve your brand.
- Stay consistent: Once your new brand is launched, make sure to stay consistent in your messaging, visual identity, and tone of voice. This will help build brand recognition and trust with your customers over time.
Strategize your announcement
“With so much weight on the actual rebrand, it’s easy to forget about the strategy for announcing it to the world. When developing the strategy, it’s crucial to remember people don’t care about names or logos — they care about how the rebrand is going to positively change their experience with your company. At the same time, most people fight change. Make sure you’re not leaving behind the things people love about your company. You must articulate why this is better — explain they’ll still get the parts they already love plus new, exciting benefits.” – Shannon Fitzgerald, brand strategist and founder, Brazen Branding
Make sure it’s legal
“Make sure you have the right to use the name you chose. So many business owners make the mistake of choosing a name and then charging forward with branding efforts like signage, website, logo, etc. when they don’t even know who else may be using the same or similar name. Consulting with a trademark attorney to have a search report done on the name is the most essential step a business can take when it is rebranding.” – Sonia Lakhany, attorney and owner, Lakhany Law
Consider social media
“With clear rebranding objectives, work with an experienced branding company with experience in naming. Particularly with the advent of social media, you need to make sure that your new company name is a clear, available trademark, the domain is available, as are your priority social media addresses.” – Tammy Katz, chief executive officer, Katz Marketing Solutions
Don’t leave anything outdated
“Make sure you rebrand everything. Don’t leave traces of your old logo behind. It looks very unprofessional. When customers see your new logo in one place and your old logo in another, they’re thinking one thing — disorganized.” – Zach Alam, founder and manager, everbranded
Don’t surprise your customers
“Let your audience [and] customers know something big is coming. Post about it on social media and your newsletters, don’t catch them off guard with your rebrand. Start laying the groundwork that you have a special launch or exciting rebrand coming two weeks prior. This way if they visit your site, they don’t think they went to the wrong place. This is also a great way to engage with your customers [and] clients and get their feedback or thoughts and build a better relationship, which typically converts to more loyalty and sales in the future.” – Rachel Ritlop, career and business coach
Keep employees informed
“Communicating the brand’s new approach, vision and positioning to all internal employees is crucial. This doesnt mean sending out an email blast. This means educating all employees about the meaning of the rebrand, getting every employee on-board, and aligning them towards the common goal and purpose.” – Manika Bahuguna, marketing manager, Wavespot