Rebranding can be a complex process for organisations of all shapes and sizes, yet it can pay dividends providing it’s done with a framework and strategy in place. A common misconception is that a rebrand consists of just a new website and logo; however, the design is one of many core aspects. The most critical work is done before a first design is ever created.
As a company reaching its first decade, we have recently completed a full rebrand. This was months in planning and execution, we wanted to share with you our top 5 things to consider when rebranding from our own experience.
- Understand your brand strategy, including. mission, vision and values
- Do your research into your competition, market and audience.
- Know why you are rebranding
- Get employees on the same page.
- The transition (how are you going to let your audience know)
Out with the old, in with the new!
It’s all about the strategy
Understanding your brand strategy and reason for the change is knowing that it is more than just a logo. Your approach to the rebrand is the foundation on which all communications will be built.
You need to take into consideration your fundamental messaging and values. Think about the way you describe your brand to others and the language you use. It’s important that it is consistent and coherent. There is no point in updating your look and feel to something bright, fun and playful when your messaging is still very business-minded and corporate.
Research, research, research
Are you rebranding to reposition yourself within the market or stand out from the competition:? It is essential to understand the industry like the back of your hand. Understanding your competitive set and how they marketing themselves is crucial. We do this research quarterly. The key is to make your brand for the moment you live and what makes things relevant.
Why all the hassle?
To avoid confusion and convince anyone involved with your brand that it’s the best choice, you need to have a solid justification as to why it’s necessary. Rebranding for the sake of change is not required. Is your current brand digitally outdated? Has there been a change in the competitive landscape? Are you looking to futureproof your brand? And so on. So think about what your brand represents and why you feel the need to change it and while doing so, make sure it synchronises with your brand values.
Take your team on the same journey
The key to a successful rebrand is that it starts from the inside. One successful key aspect with our rebrand here at Capsule was the collaboration of the whole team from start to finish. We all played a part in the critical messaging, values, colour palette, design and overall brand positioning.
The team should all flow in the same direction; there is no point changing the image of the brand if the workforce doesn’t buy into it. Your team will also play a vital role in the language and the tone of voice when describing to friends, clients or prospects.
The transition is the biggest part of carrying out a rebrand to avoid confusion between your audience, stakeholders and employees – It is best to create a plan of action in order to roll everything out with minimal disruption.
You will also need to think about what will need updating or if you will need to start from scratch with things such as your website, logo, and social media profiles as well as the costs involved of doing these tasks.
Here’s your quick rationale checklist
Our quick 5 point checklist is just the tip of the iceberg, there’s a lot more to rebranding than this but we hope this helps put some perspective or a framework around your decision to rebrand:
- The current brand is tired or outdated
- You want to reposition your brand
- Keep up to date with the competition
- Reputation management
- Digitalisation (Keeping up with the digital age)
Rebranding can come with many benefits but also many risks, so you have to make sure you are prepared and remember, you can never be over-prepared. Convincing an audience or even stakeholders that it’s the right choice can be a difficult task so whatever the reason you may have, it is important that you make the right decision and you have the right people around you to help.
Think you’re ready for a rebrand?
We have had an incredibly successful rebrand here at Capsule now it’s your turn.
Our highly skilled team of strategists, designers, SEO specialists, Web Developers and Digital Marketers, will set out to uncover your brand’s vision, goals and expectations from the inside out to ensure we bring your vision to life. We are Capsule.
Get in touch today and speak to one of our brand experts.