A Guide on How to Do a Successful Rebrand

In today’s fast-paced world, trends are constantly changing. As a result, your image can quickly become outdated. When this happens, it could be time to rebrand in order to maintain a modern image. Keeping the look and feel of your brand current could be the key to keeping your company at the top of your field.

What Is Rebranding?

How do we define rebranding? Rebranding your business has just one goal:  to keep your brand current. Even if your company does not operate in a trendy industry, design trends do play a role in how your company is perceived by your customers. Keeping your look on trend conveys to your customers that you pay attention to what is going on in the world and in your industry.

Before implementing a rebrand, start by deciding whether the brand needs a partial or total rebrand. Then, re-establish the brand’s target market using research to identify the audience you want to reach.

When Is It Time To Rebrand?

It is time to rebrand when your company is experiencing change such as a merger. AT this point, careful consideration  just be given to the new logo and brand ethos so that customers loyal to both or all the brands that are joining do not feel excluded or disengaged from the newly merged brand.

Expansion can also create a need for rebranding. For example, if your business’s name is tied to its original location, a rename could be in order. Expansion into new regions always entails new customers with different needs. Therefore, the basis of a rebrand is thorough customer research.

With today’s ‘woke’ culture, a rebrand could be necessary to disassociate your brand from a negative concept. With social media, words and concepts can become unacceptable almost overnight, leaving a brand in a weakened position. Rebranding is - in such a case - the most effective solution.

How To Rebrand

Rebranding can be a massive undertaking, especially if you are unsure of how to let people know about your brand changes. The danger with rebranding is that your new brand will not perform as well as your old one did. Proper planning will minimize this risk, but nothing is foolproof. Knowing the risks of rebranding will help you determine whether or not you are doing a rebranding campaign for the right reasons.

One of the main rebranding strategies is changing your logo. Using a brand new logo informs your customers that your brand’s identity is changing. Today’s trend is to make logos sleeker, using different colors. The reason to change a logo is so it matches with your new identity that is being marketed with the rebrand.

A reason for a revised logo must be conveyed to the public; change for the sake of change does not inspire confidence. Shift your brand positioning at the same time. You cannot simply change your colors and logo and leave it at that. The content of your marketing needs to communicate a message, whether that’s your mission, values, or vision. Shifting your brand positioning will let your customers know what your new mission, values, or vision is. If you’re doing a full rebranding, you should refresh your mission statement and brand values. You will probably need help with this; a digital marketing agency can assist and provide you with the creative help you need for this mammoth task. 

If you are looking for a reputable branding agency in Alberta to take care of all your marketing, branding, and rebranding requirements and provide excellent customer service, contact Strand 360 Marketing today.