Rebranding is not easy because you have to look ahead into the unknown using feedback from existing customers and looking at the kind of customers you want.
When you start to feel your brand is looking old and new customers don’t come as fast as before, you are likely having a branding challenge. Many leading brands refresh their brand very often making sure it’s up-to-date. Rebranding is not easy because you have to look ahead into the unknown using feedback from existing customers and looking at the kind of customers you want. Often times, we find business owners at a crossroad: to rebrand or not to rebrand?
Yes, a rebrand can be a huge success, but it can also fail due to a lack of purpose or planning – there’s a lot more to a successful rebrand than merely tweaking the logo and hoping it will go over well. The best way to ensure that success is on your side, is to plan your exact route of attack. If you haven’t thought about your goals and strategies, you can download our free Brand Refresh Questionnaire here.
So why is rebranding important? Firstly, your audience. If they are changing with times, you should probably follow suit to maintain both their interest and support. Secondly, competition. The presence of other companies often pressures us into evolving and innovating – especially when the competitor is chomping off large chunks of our market share. In cases like this, a brand transformation could potentially save the day.
But where does it start and how to go about doing it? Don’t worry, we’ve prepared this rebranding guideline for you.
1. Planning & Informing
As mentioned, planning your exact route of attack is crucial to a rebrand. Map out your business objectives and brand architecture to make sure the experience you want to evoke in customers align with your overall business goals. The key aspects to think about include:
- Your ideal brand story
- Your target audience
- Your brands long term goals
Here’s a comprehensive questionnaire to help you out.
Secondly, don’t have your customers, employees, and stakeholders caught off-guard with a sudden brand makeover. As you plan your transition, be sure to keep them in the loop and make them aware that a change is well on its way. That way, it also helps get audiences excited as they anticipate something big to happen.
2. Rebrand & Recharge
Once you’ve laid the groundwork, its time for the actual makeover. In this stage, designers will prepare moodboards – a collage consisting of images, colours, texts, and sample projects – as reference to reflect the desired mood and personality of the brand. The designing of the logo, typography, and graphic elements will then commence upon selection of the moodboard.
After the design stage is completed and details are finalised, be sure to request for a corporate identity guide that includes the following information:
- Logo (Colour Variations): full colour, black & white
- Logo (Colour Codes): Pantone, RGB, CMYK
- Logo (Sizes): resizing guideline, ideal size, maximum and minimum size
- Logo (Usage): where to place it and where not to
- Graphic Elements: patterns to be used as supporting graphics
- Typefaces: heading, sub-heading, body text
- Colour Palette: primary and secondary colours
This is to ensure that all future marketing and communication collaterals adhere to this set of guidelines; and as a result, establishes brand consistency and stronger brand recall.
3. External Implementation
Roll out your hard work. Transform your website, social media and other third party sites by uploading your new logo, imagery, and content. Then, strategise and execute an effective plan to introduce it to your audience. Most people resist change, so a good way to do this is to develop blog posts explaining the change, and selling the story of your new brand and how it will improve the customers experience. Intermittently share this via newsletters or on your social media to remind your customers of the change over the first 6 months.
4. Internal Implementation
Remove all traces of your old logo and other graphic elements on all internal materials. This includes all brand applications such as:
- Business cards
- Corporate stationery (i.e. folders, letterhead and envelopes)
- Presentation/sales pitch decks
Employers should also remember to provide ample training to employees (if there is a change in product/service offering), to ensure that they are better-equipped to serve your customers.
If you’re considering giving your brand an overhaul, have a chat with us. We will work with you to build a stronger alignment between your business strategy and brand experience.