It goes without saying that building a quality brand is no overnight process – rather, the result of diligent and strategic action and design. For many businesses with establish brand, there is an element of hesitation that comes about when seeking to make changes.
With the rapidly evolving nature of today’s marketplace, keeping your company’s brand up to date is absolutely essential to avoid becoming irrelevant, or appearing stagnant. A quick glance to some of the world’s leading brands (Starbucks, Coca-Cola, and Ford to name just a few!) provides a few outstanding examples of brands evolve over the years to reflect both changing consumer needs and changes in how these companies operate.
If your company sees the ROI of rebranding, the first step is to ensure you have a comprehensive plan for evolving your brand. A poorly planned or half-hearted rebrand can cause signiicant confusion and ultimately cause more damage than benefit.
To avoid rebranding disaster, we suggest the following 4 strategies:
Get Clear Around Your Vision: As much as we love branding, there’s rarely any use for change simply for the sake of it. This is exactly why we suggest your team starts with a clear vision of why rebranding is of importance, and a vision of what you wish for your brand to become. Has your team considered a 5-year vision? A decade from today? With a clear vision, it becomes easy to set a standard against which ideas are compared and ensures that in the rebranding process, the existing brand’s value is not diminished.
Remember What Comprises A Brand: While a new logo and stationary are both key elements in any rebranding effort, they are by no means the entirety of your brand. Succinctly stated, your brand is the totality of how your audience sees, talks about and experiences your company. During the rebranding process, don’t be afraid to talk with your customers to get an idea of their views and perspective – they may very well surprise you. Knowing how your customers see your company (and how you wish to be seen) will allow your team to consider your tone, messaging, and how to translate these elements into your visual identity.
Hold On To Your Value, Be Flexible To New Ideas: Over the years, your company has already established a reputation and some degree of recognition. How do your customers remember you – is it a logo, a tagline, or perhaps a color scheme? Keeping in mind what is most memorable about your current brand provides guidance on what elements may be preserved over the rebranding process. An example of this concept applied is that of Starbucks, who have kept many elements of their logo over the years; while still modernizing their overall brand identity.
Let Your Audience Know About The Change: Once your new brand is in place, don’t be shy about it! Customers will immediately notice changes to your visual identity, so why not publish a new release, communicate your brand evolution via your company blog, and publicize the change via social media.
Above all, keep in mind that your brand is your company’s most valuable asset – and deserves nothing less than to be relevant, engaging, and unique.