Rebranding is a marketing practice for businesses or individuals looking to reinvent their reputation for a targeted audience through their services, products, and/or personal/company values. This marketing practice has become a trending topic in recent years, but why? New features and updates to social media platforms like Facebook Ads, Instagram IGTV, and other accessible designing apps like Canva have allowed people to create innovative marketing strategies right from their phones.
If you are looking to rebrand your image or overall customer experience, here are five ways we suggest to get started.
1. Define Your Objective
Rebranding can be overwhelming and time-consuming, so it’s important to answer the first question, “Why am I rebranding”? We suggest defining what your goals are through these three types of rebranding strategies.
1. Brand Refresh
A brand refresh is simply a re-evaluation of what needs to be updated to keep your image fresh such as a new look for your logo, your workplace design, and/or your social media presence. This type of rebrand is the most common of the three.
2. Brand Reboot
A brand reboot is when you have outgrown your initial brand identity as a result of circumstances including changes within the work environment or a shift in your core values. Most businesses use this type of rebranding to analyze a new approach for targeting and reaching their audience, which requires more strategic research of their business-to-consumer (B2C) or business-to-business (B2B) marketing.
3. Full Rebrand
A full rebrand is a complete make-over of your brand, and it is the most time-consuming and expensive of the three. Most companies that are facing multifaceted challenges and/or new expansion/contraction opportunities/decisions use this type of rebranding. A full rebrand requires qualitative research on every aspect of your company to ensure the success of your new branding and the resulting influence on your organization’s culture.
2. Establish a Game Plan
After you have defined your objective, you should organize your thoughts and ideas into a step-by-step plan of action. Your marketing strategy should be broken down by these following steps:
- Identify your core values and how they correlate to your rebrand.
- Analyze what is and what is not working currently in your branding approach.
- Identify and clarify your targeted audience.
- Research your industry market and discover new competitors, opportunities, and demands.
- Establish the objectives of the message you are promoting and how it reflects your core values and the audience you want to reach or keep.
- Establish different design concepts through signage or digital media that can enhance your brand and make your message clear.
3. Gather The Team
If you have a team working with you, everyone should be on board with decisions and ideas. Remember business owners: You are not rebranding alone! Your team has also invested time and work with your company, so it is fair they have a chance to express their opinions and help find solutions to any problems.
Assign tasks and roles to department heads and create a check-off list to make sure everyone is held accountable.
4. Create a Budget
Rebranding can cost as much or even more than what you invested in the original design of your brand. As you create your marketing strategy and decide what things are being added or changed, you should gather employee costs and quotes from any third-parties that you may use. Creating a budget helps you stay cost-efficient through the entire process so you won’t overspend on anything that doesn’t require high fees.
5. Update Consumers
The customer always comes first! Before you launch your rebrand, we suggest you inform your customer base of any upcoming changes. As a consumer, there is nothing worse than scrolling through your phone one day and seeing your favorite media influencer or company promoting a new motto or logo without any previous warning.
We suggest getting creative with sneak-preview or coming soon media posts or newsletters about what is in store! Doing so can create a boost in your content engagement and reach when you do launch your rebrand.
You can also host a pre-launch party to discuss the rebranding process in detail with employees and a portion of the public. A pre-launch provides another source of feedback to help work out possible unseen problems that need to be resolved prior to the BIG reveal.
FINAL FUN TIP :
Creating a video for your rebrand is a fun way to engage your audience and enhance the visual experience like Doritos did in this “Anti-Ad” commercial to target Generation Z.
Rebranding your company takes a lot of work, but in the end, it is rewarding to see the positive outcomes. Even if things do not work out as expected after the launch, there is nothing wrong with going back to the drawing board and creating something even better.
If you could use a helping hand in rebranding the look of your company, we at 12-Point SignWorks offer custom design & build services for branded corporate interiors and environmental graphics. Our staff is qualified to provide you with effective strategies and solutions to get your brand noticed.
We also specialize in the design, fabrication, and installation of effective vehicle advertising wraps for cars, trucks, vans, trailers, and more.
Call us today at (615) 595-6564 or click on the button below. Estimates are always complimentary!