The excitement of rebranding!
Rebranding projects are creative, strategic and exciting – so we are always pretty thrilled here at Chatterson when we have the opportunity to dive into a rebranding project. Whether you need help with planning out the entire rebranding process, conducting research, re-naming, developing the brand story, creating a logo or updating brand materials, we have experience with all stages of the process. Whether you just need a refresh or a complete overhaul of your brand identity, rebranding can be a beast – and we love every step of it.
Embarking on a rebrand is not starting over. In fact, rebranding allows you to unite your company history with your vision for the future. A rebrand can officiate renewed company goals, integrate core values and the pillars of your organization, reflect a change in your organization or work as a way to showcase some new products or services that you have decided to focus on. It offers you an opportunity to reintroduce your brand on a broader scale, to freshen up your brand to attract new customers or re-engage current ones.
Whatever the reason, rebranding doesn’t come without its challenges. It can be a very personal endeavor for company founders and stakeholders, or it can confuse established audiences if handled incorrectly. Therefore, it requires an informed, thoughtful and collaborative approach to ensure the transition delivers results.
What to consider before you rebrand
Rebranding is a big investment of time and resources. It is important to understand the scope of the rebrand from the outset, so start the planning process with an inventory of all the items that will need to be considered. A few areas to consider include:
- Internal literature (company stationery, business cards, templates, manuals)
- Platforms & applications (internal and white-label, customer-facing programs)
- Marketing materials (brochures, handouts)
- Advertising initiatives (print media, digital advertising, OOH)
- Web presence (website, social channels, email signatures)
- Brick and mortar advertising (signage)
- Partners & distributors (anyone who utilizes or sells your brand on your behalf)
This list will not only help you determine a realistic completion timeline but will also allow you to plan out when you can invest the manpower resources and finances into updating, reprinting, reproducing and installing the various items. Once you know you are serious about rebranding you can dive into the fun stuff!
Be authentic and leverage your “why”
Many of the most memorable brands out there connect their purpose and the intrinsic values of the company to their brand look, feel and voice. If your brand genuinely reflects your company’s WHY, then it will have longevity and resonate with audiences looking for your services or offering. Some things to think about when rebranding include:
- What are your values and does your current brand align with them?
- Are there new products or a new service you are focusing on?
- Who is your target audience? Are you trying to attract a different demographic than before?
- How much resonance does your current brand identity have?
These questions will help you determine if you need a full rebrand or if you should leverage your existing brand as much as possible with an evolution or refresh. A brand refresh is still a worthy endeavor – it has the potential to attract new clients without alienating old ones, keeping the best parts of the old brand while changing the areas that aren’t working.
Fundamentals of rebranding
As mentioned, the more authentically your brand identity represents your company, your services and what you stand for, the more it will stand the test of time for you and your customers. Here are a few important elements to influence the direction of your brand:
- Your company values are key and should always be reflected in your new name, logo, messaging and colour palette. Staying true to your values will keep your brand on course, represent and guide your culture.
- Consider your demographic – you want your brand to appeal to your target audiences, so ensuring that research is done on who you are targeting and the aesthetic that could appeal to them primarily.
- Scope out the competition, see what they are doing, and who is doing it well. Especially if you are in a competitive market, you want to ensure your brand is standing out.
- Don’t go too trendy. Trendy things inevitably fall out style or need to be refreshed sooner than later. Avoiding graphic treatments that don’t stand the test of time is ideal, this usually means keeping it simple.
Launching your new brand
There are so many components to rebranding. Unfortunately, as much as you love your new logo and want to show it off immediately, there is a lot of planning and processes involved with rolling out a new brand. The last thing you want to do is make a big splashy announcement about your rebrand when you still have your company image inconsistently represented across the various channels that your audience interacts with.
So, revisit the inventory checklist to ensure all your items or at least your must-haves are ready to go first. Then like you would prepare for a special occasion, get all your beautiful assets ready and show it off with a celebration! Making a definitive transition will align the team members in your company and call your audience’s attention to the change.