Rebranding is a common strategy for rejuvenating a business and bringing it more in line with customer expectations. But there’s more to rebranding than changing a logo, and lots to think about to guarantee success.
Since the emergence of eCommerce and social media, having a strong, discernible brand is more critical than ever. From your imagery to your messaging to your employee ID cards; everything needs to be in sync, on brand and immediately recognisable.
To help you make a success of an upcoming rebrand, we’ve put together this essential guide to rebranding, covering do’s and don’ts as well as guidance on getting your rebranding project off the ground. Use the links below to navigate or read on for the complete guide.
- When Should a Business Rebrand?
- When Shouldn’t a Business Rebrand?
- Key Things to Consider When Rebranding a Business
Before you start tweaking your company image, ask yourself: is now the right time to rebrand?
Rebranding can be a disruptive and costly undertaking. It can interrupt day-to-day operations, using up resources that may be better spent elsewhere.
That’s why you need to be sure now is the right time to rebrand. Your decision should be quantified with facts and evidence, confirming to partners and shareholders why rebranding is the right step, and the benefits it will bring.
There are many reasons for a business to rebrand, including:
- To reinvigorate the business – has your brand been around the block for a few years now? It may be time to switch things up. On average, businesses rebrand every 7-10 years, with a new logo, imagery and messaging helping to reinvigorate their offering.
- To differentiate from competitors – when a business is doing well, others want a slice of the action. That’s why we often see the emergence of similar brands offering similar things. As a brand, it’s important to stay ahead of the competition, introducing subtle or radical changes that set you apart.
- To pioneer the next chapter – every business is built with a key mission in mind. But what happens when you achieve this? To maintain progress, a rebrand is a great way to spearhead a new direction for the business – helping to accelerate momentum and growth.
- To distance itself from bad press – if your business has suffered a reputational body blow, rebranding can help the recovery effort. Changing logo, colours, visuals, and, in the most severe circumstances, even name can help to galvanise the business and bring it back from the brink.
- To recognise business growth and evolution – over time, a business’ offering, output, market position, and areas of focus can change beyond recognition. Thus, a rebrand can help assimilate these changes, ensuring that brand image continues to reflect the company’s service and value proposition.
Though a rebrand can pay dividends, it isn’t always the wisest step. To further help your decision in whether to take on a rebranding project, here are a few examples of when a rebrand is not a good idea:
- You’ve rebranded the business in the past 1-5 years – regular rebranding is a problem, muddying your brand image and confusing customers and shareholders.
- You lack the resources to follow through on a complete rebrand – as we touched on earlier, rebranding is expensive and resource-intensive, so you should only take on such a project when you have some capital in reserve.
- New shareholders or senior managers want to make changes – a business should never feel pressured from above to change its image and identity, particularly if it’s resonating with paying customers. Think carefully before allowing any changes which go against the grain and ethos of the business.
While a logo is one of a company’s most valuable assets, it doesn’t represent the entire brand. So, if you want to rebrand your business from the ground up, you need to consider all elements to be sure of a cohesive and consistent brand identity.
Here, we’ve put together a checklist of items you’ll need to update and assess when rebranding your business:
- Logo – do you plan to alter your company logo? Unless you’re making major changes, we’d recommend subtle changes and enhancements so as not to confuse existing customers and followers.
- Visual assets – changing your company’s colour palette is a popular way to undertake visual rebranding. Applying to your website, collateral and premises, a change in visual assets is a powerful way to reinvigorate your brand.
- Name – if your business is in its infancy and you’re looking to change direction, a full rebrand including a name change may be on the cards. Of course, changing the name can be hugely impactful, so think carefully before making a decision. Remember, too, that you’ll also have to update a range of business-related collateral, from insurance policies to the URL of your website.
- Messaging and tone of voice – changing how your business communicates both internally and externally is classed as rebranding. Any updates to your tone of voice need to be carefully considered and aligned to customer personas and target audiences.
- Typography and iconography – many businesses steer clear of calling a rebrand project a full rebrand. Instead, it’s often labelled a ‘brand refresh’ or ‘visual rebrand’. This typically encompasses subtle (but no less important) visual changes, including fonts, typography, and iconography. Improvements of this kind generally don’t need as much forethought as other broader changes, but we’d still recommend testing and evaluation.
- Operational collateral – your rebrand should encompass all company assets, ensuring total cohesion across the business. This includes things like office design, uniforms, staff lanyards and employee ID cards. Rolling out changes to all types of assets, both internal and external, helps to bring your brand image to life while maintaining complete professionalism.
We hope this guide helps steer you through an upcoming rebranding project. For more business-related tips and guidance, explore the Swype blog here. If you’d like to learn more about how we can help support your business rebrand with our range of professional card and print services, visit the homepage or call us on 01744 815475.