Rebranding doesn’t mean just rebranding your logo or design, it’s also about refining your business vision and optimizing tactics to facilitate its goals.
repositioning your brand can bring you access to new consumers and gain market share as well as building brand equity and product line.
Identifying the Trigger
Rebranding business for various reasons, like being on trend or losing their voice. Business owners should think through and implement rebranding efforts carefully, lest they lose their identity along the way; for example, brands that go for trendiness by redesigning the logo may lose clients who connect the brand with sophistication and quality.
Moreover, branding can be used by an enterprise to set itself apart from the others. In this way, new entrants to a market, for example, might redesign to inform future consumers that they’ve changed and what they require. Duolingo had huge rise in app downloads and engagement after their TikTok image change to look younger and quirky (new tab).
Rebranding can also come into play when undergoing adverse press or public perception; for instance, after BP spilled oil, or data breached, and need to create a strategy to reinstate the image and reputation. Rebranding may also be able to remove imagery or message that is no longer applicable to their audience.
Creating a Plan
Rebranding initiatives might be required to reflect the transition in a company that might occur, either because of expansion, services or technology upgrades. The trend of companies putting eco-products or stressing sustainability has driven the adoption of it.
Rebranding can also occur when a brand no longer exists within the marketplace. Rebranding can give firms the ability to restore history and attract fresh audiences – this could be particularly important if a company has been subject to any form of scandal (eg, Facebook).
You should have specific objectives before you get started on rebranding. This will ensure your efforts are tightly aligned with overall business goals and allow a cost-effective way of getting to them. Set primary and secondary targets – e.g., more sales or consumer demand for products or services – to build a messaging strategy to better engage each audience.
Designing a New Logo
Rebranding demands a logo. A new logo can rebrand you, represent growth and attract new customers, and visually fit with your other brand pieces.
Logo revisions may also be required to align the company transitioning into new or more green-friendly markets. Another usual reason for rebranding is to offer services that appeal to a targeted audience – such as professional services firms may opt to offer an e-commerce platform in order to attract tech-savvy clients.
This should also be a part of your rebranding strategy, as it involves building a messaging framework that clearly defines your key messages for each of your audiences. It is the core of what will eventually become marketing pieces such as websites, one-sheet flyers and pitch decks. A brand style guidelines sheet is also needed to keep all these pieces consistent.
Creating a New Website
A new website is also an integral part of rebranding techniques. Website can also convey the vision, mission, and core values of your organization to external target audiences while offering continuity for existing customers. For example if companies were changing names and simultaneously introducing new products/services, it would be smart for them to create pages for each new product/service.
A new website, SEO, can benefit a company as well. Meta-tags and category tags on the site should also be updated as a part of any rebrand to make the content already available to potential customers.
Rebranding can involve anything from changing images on your site to switching company names and products all together. However, regardless of its size, taking time and creating a plan of action before acting is crucial for implementation.