If a business is around long enough, there will likely come a time when the owner considers rebranding. Rebranding your business encompassess many aspects of your company. It isn’t just about the smaller things like designing a new logo; it could mean coming up with a new mission statement, picking different colours, changing your font, and, of course, ensuring that your message is accurate across all of your marketing materials.
Whether you’re going for a total image overhaul or you just want to make a few subtle changes, knowing how to re-brand and get it right is key if you’re going to make it a success.
Here, we’re going to give you some advice on what you can do to get your re-brand right. Take a look:
Know Who You Are
First off, you need to define who you are as a business. Knowing exactly who you are and what you’re all about will inform the image that you put across to your audience. You can’t expect a successful re-brand without knowing this.
All businesses should be customer focused, providing value for money as well as a useful product/service. However, in order to rebrand effectively you should ask yourself the following questions:
Who are your audience? – keep your audience in mind as you re-brand, as they are one of the main reasons you are doing it. Figure out what they would be most receptive to in order to get the most results.
What industry are you in? – various branding elements will suit different industries. If you want to differentiate yourself, you should look at what your competitors are doing with their branding. Many businesses actually have numerous brand refreshes regularly, as they want to stay ahead of the curve.
How do you want your audience to see you? – figure out the emotions and mood you want to put across in your branding. Investing in a design that lasts many years is a good idea. This should be a design that expresses your ideas and beliefs visually, but in a simple way. Complicated branding is no longer a good idea.
Make What You Offer Clear
Now, you need to make what you offer perfectly clear in your re-brand. To do this, identify and analyse your unique selling propositions. This is what will set you apart from your competitors in the long run. It’s a thoughtful process, and you should make sure you really consider this so you can present your projected qualities in an accessible, visual way.
You should further make what you offer clear by asking yourself the following:
What are you good at? – think about what you’re really good at. Maybe you’re great at going above and beyond for your customers, or you know your product is the most effective out there. Make sure you portray your strengths in your branding to reinforce those positive qualities in the mind of your audience.
Nailing Your Logo
Your logo must be well designed, so getting a professional to help you come up with some ideas could be beneficial. Usually, a simple design is best. In the past, companies tended to use complex designs with lots of shapes, colours, and imagery, but this is no longer necessary. You can often convey the message you want with a simple logo, and even make it memorable.
Getting Your Brand Colours Right
Getting your brand colours right is something else you will want to consider. You might want to stick with the colours you’ve always had and simply instantly add energy by increasing the vibrancy of your colours. Brighter colours could be all you need to get that new image across.
Alternatively, if you do want to change your brand colours, you can look at the colour wheel to figure out what colours work best together. You can also find numerous resources on the internet that will help you to work out what sort of moods the colours give off. You want to put yourself into the shoes of your customer – many of them don’t even realise that brand colours give off subconscious messaging, but they do.
Red can be energetic and give a feeling of urgency, which is why many low price food stores use the colour. It makes customers feel like they must buy lots of items, and emphasises that they are a bargain! Blue is calming, while yellow is happy and friendly. You may use one or a couple of colours depending on what your business is all about. A good way to decide what you should do is looking at your competitors.
Choosing Your Ideal Typography
Finally, choosing your ideal typography is going to help you to complete your re-brand. The typography you use will need to be assessed depending on the qualities of the brand and the overall look you want to achieve.
You will have to select this based on how you want your company image to come across, so make sure you keep on thinking about how you want your audience and potential customers to view you. Typography can often carry a brand, and many businesses rely on it to help them get their message across. Make sure you take it seriously, even though it is one small element of many.
Can You Re-brand And Get It Right?
Using the information above, you can figure out how to make the right changes to ensure your audience and potential customers see your business in the right way.
To further help you figure out what to do, consider looking at popular household brands and see how they have rebranded over the years. Many have done it so subtlety that many didn’t even realise they had undergone an image change. Some took a giant leap from one image to the next.
How you do it totally depends on what you think your company needs. Rebranding is completely different for each business, so use the information above to do what’s right for yours.