Rebranding Strategies: when and how you should consider a rebrand
In the hustle and bustle of the business world, staying relevant to your customers and ensuring your brand stands out for the long haul is important. With markets changing and considering audience relevance, companies often think about giving their image a facelift. Brand design is a big aspect in this makeover because it's how people see and remember a brand – it can either give it a boost or let it fall behind. After all, a wise man once said “A logoless company is a faceless man” — David Airey
So, in this insight, we're going to chat about the steps to rebranding to freshen up your brand design game, when it's a good idea to do it, and what kind of hiccups you might run into along the way.
When to Consider a Rebrand
Adapting To Changing Business Objectives:
If your company has undergone a significant shift in its mission, vision, or values, a rebrand may be necessary to align the visual identity with the new direction. Updating the brand look when a company shifts its goals is a savvy way to show everyone, both inside and outside the company, the new direction. It makes sure that the brand style matches up smoothly with the updated mission, vision, and values, avoiding any mixed messages that might puzzle customers or employees. A fresh new look that mirrors the updated business goals can grab attention and get people interested, making it easier for the company to connect with its changing audience and market. Customers who are fully connected with a brand are 52% more valuable than those that are not connected.
Revamping An Outdated Visual Identity:
Consumer expectations are rising, with 45% of consumers expecting remarkable design across marketing and sales collateral. Trends in graphic design evolve rapidly. If your logo, colour scheme, or overall visual identity looks outdated, it might be time for a refresh to resonate with contemporary aesthetics. Following trends for campaign ideas or temporary product launches is fun and will grab consumers’ attention, but following trends for a long-lasting brand won’t work. Trends come and go too quickly and constantly updating branding to keep up with the current trends every year will harm the brand recognizability over time.
Navigating Mergers and Acquisitions:
Giving the company a new look after mergers or acquisitions is important because it helps everyone see a cohesive image that reflects what both companies are about. This visual consistency is key for showing a united front to the people working inside and those on the outside, making everyone feel like they're on the same team. Also, changing things up helps everyone, like customers and partners, understand what's going on and prevents any mix-ups, keeping trust intact while things are changing. Plus, it's a chance for the company to show off the new and improved version in a positive way, giving it a fresh start in the market.
Target Audience Evolution:
Giving your brand a makeover to connect with a new audience is important to keep up with the times and stay relevant. As people's tastes change, making sure your brand’s visuals with what they care about helps you stay in the now and relatable. This upgrade not only helps the brand connect better with the updated audience but also builds strong loyalty and brings in new customers. If you don't give your brand a facelift for the changing audience, you might miss out on connecting with folks who could identify with your evolving values and vision. Plus, the numbers don’t lie; branding is very effective and can increase revenue by up to 33%.
How to Execute a Successful Rebrand For Your Company
Conduct a Comprehensive Brand Audit:
Start with a brand audit to evaluate your brand's current standing from your customers' perspective. It's about resolving issues, connecting with the right audience, and excelling in your industry—plenty of reasons to feel enthusiastic about! Identify what is working and what needs improvement. Learn more about the 5 reasons you should have a brand audit HERE.
Define Clear Objectives:
Defining clear objectives for a rebrand involves first pinpointing the specific goals you want to achieve, whether it's refreshing the brand's image, targeting a new audience, or aligning with evolving company values. Be specific about what success looks like for the rebrand, whether it's increased brand recognition, improved customer engagement, or a boost in sales. Align these objectives with the broader business strategy to ensure consistency.
Hire Professional Designers:
Investing in skilled designers for a rebrand is necessary. Professional designers know their stuff when it comes to creating a stand-out brand. These designers can take what your brand is all about and turn it into something aesthetically pleasing, making sure it all fits together and packs a punch. With their know-how, they can give your brand a makeover that not only catches the eyes of your ideal customers but also keeps up with what's going on in the ever-changing market. Invest in skilled graphic designers who understand your industry and can translate your brand's goals and values into a cohesive identity. DIY design can lead to inconsistent messaging and an ineffective rebrand - which then turns into wasted resources.
Maintaining Transparent Communication:
Being open and honest with customers about a rebrand is crucial because it builds trust and keeps everyone on the same page. Transparent communication ensures that customers understand the reasons behind the changes, reducing confusion and potential concerns. It also invites customers to feel part of the journey, fostering a positive relationship and loyalty as they witness the evolution of the brand.
Challenges and Considerations When Rebranding
Risk of Alienating Existing Customers:
Rebranding carries the risk of alienating existing customers because sudden and drastic changes can disrupt the familiarity they associate with the brand. Customers who have formed emotional connections with the current brand identity may feel disconnected or confused by a radical shift (this is why communication is so important). Failure to maintain key elements that resonate with the existing customer base may lead to a loss of loyalty. Remember, a rebrand doesn’t mean you have to start from scratch. Ideally, a rebrand will keep the core elements and modernize the look. For example, Apple created a successful rebrand, Airbnb was a successful rebrand vs the not-so-successful rebrand of Burberry and Twitter/X.
Budgetary Constraints:
Working with a tight budget during a rebrand can be tricky because you've got design, marketing, and communication costs to consider. It's all about being smart with your limited resources and making sure you tackle the must-haves without going overboard. Finding a sweet spot between keeping things affordable and still making the rebrand look good is key to handling the money side of things without compromising quality.
Consistency Across Platforms:
Ensure consistency in the implementation of the new brand across all platforms, including digital and print media. Rebranding requires that you strategize how you will roll out the changes across all of your marketing channels. Inconsistencies can dilute the brand message. However, a professional designer will have a plan for every element of the brand and its transition to the new look.
Running A Competitor Analysis:
A thorough competitor analysis informs your rebranding strategy, helping your brand to stand out. Checking out what your competitors are up to is crucial when thinking about a rebrand. When working with a professional designer, understanding your competitors is their first step before even picking up a pencil. Understanding their strategies and visual identities helps you find ways to stand out and be unique in the market. A thorough competitor analysis gives you insights into what's working for others and what isn't, guiding your own rebranding decisions. By staying informed about your competitors, you can ensure that your rebrand is not just a change but a strategic move that sets you apart and keeps you relevant in the competitive landscape.
Long-Term Planning For Rebranding Strategy:
Long-term planning in rebranding is an important consideration because it makes sure the changes match up with the company’s short-term goals, long-term goals and values. If you rush things, consistency, messaging and growth may be sacrificed. But with a well-thought-out plan for the future, your brand can grow and change slowly, keeping up with what your customers like and want. It's like having a map to keep showing off the new look, building trust and making sure people remember your brand in the long run and stay relevant.
The decision to rebrand should not be taken lightly, and the role of graphic design and graphic design professionals in this process is vital. By understanding when to consider a rebrand, how to execute it effectively, and the associated challenges, companies can navigate the waves of change with confidence, ensuring that their visual identity remains a powerful asset in an ever-evolving marketplace.
In weaving these strategies and considerations into your rebranding initiative, you position your brand for enduring success. Understanding when and how to implement a rebrand, coupled with professional guidance, can transform your brand into a resilient and captivating force in your industry.
Contact the talented designers at Sunday Roast to get your dream brand - rebranded!
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