Is your image woefully outdated?
Is your reputation down in the dumps?
Has your leadership team changed dramatically?
Do you need to reposition yourself to appeal to the right audience?
It might be time to rebrand.
To grow your business or change its direction, sometimes you need to go back to the drawing board. Rebranding allows you to start with a clean slate. Much more comprehensive than a logo redo or a website update, rebranding is the process of overhauling your company’s image to help you:
- distinguish yourself from competitors
- connect with a new audience
- reflect new products, services, values and/or leadership
- stay current within your industry
A rebrand can be extremely exciting, but it’s also a major undertaking with important ramifications for your business. So plan carefully! If you’re considering this marketing strategy, here’s where to start:
- Clarify your goals. Why are you rebranding? Make sure everyone within your company understands what you’re doing and why; getting buy-in from the top down is essential for smooth execution.
- Do your homework. The more you know about your market, your industry, your competitors, your target audience and how you’re currently perceived, the better prepared you’ll be to position your brand well and communicate that identity effectively. Conduct thorough research to develop a comprehensive understanding of these elements that influence the brand you want to build.
- Start at the top. A rebrand starts with a great strategy – it’s the foundation upon which all of your subsequent decisions will be made. Your blueprint should include:
- Core identity (company mission, vision, values)
- An internal review of what elements of your brand work – and which need to be changed
- Analysis of your competitors and market (based on your research)
- Customer personas
- Brand messaging – including your positioning, value proposition, and core story
- Visual identity (i.e., brand guidelines)
- Draft a creative brief. Once you’ve set your goals, do your research and set your strategy, make sure your visual and written communication support your efforts. Write a strong creative brief that defines the problem you’re solving with your rebrand, and clearly explains how you will achieve your goal. Include sufficient detail, so that the brief can serve as a roadmap for executing your plans.