How do you execute a successful rebranding campaign? What should you expect during the process? How will everything turn out in the end?
This article will help you answer these questions and lay the groundwork for a smooth and successful revamp of your firm’s brand. Every firm is different, but there are rebranding strategies that work for all companies, regardless of size or industry.
We will explore the typical steps for rebranding a business. Learn how to rebrand your company in six steps that deliver clear messaging, strong differentiators, and a fresh visual identity. Let’s begin!
Bullet-Proof 6-Step Rebranding Process
You can waste time and money rebranding your firm without a plan. Conversely, a solid foundation and methodical approach will ensure a smooth and enjoyable process. The following step-by-step process is based on years of experience from rebranding firms. Each step builds on the one before, which is precisely why this plan works.
1. Think About the “Why”
Understanding your reason for rebranding is the first step to any rebranding strategy. Does it stem from a desire to accelerate growth? Are your competitors larger and more established?
When your business reason is unclear, you risk wasting time and resources. Here are some other top reasons you may wish to rebrand:
- The brand you once had does not reflect who you are today.
- There is a need for you to compete at a higher level or enter a new market.
- There are legal reasons for you to make the change.
- Your brand is a spin-off of an existing company.
- Your company is launching a new product line.
- Your marketing team has changed.
- Your message needs to be simplified and focused.
2. Examine Your Target Audience
As soon as you’ve established the business case for rebranding, it would be best if you researched your prospective clients. It is crucial to understand how your current brand is perceived and how it is performing.
You will only be able to operate from an internal perspective if you do not conduct this research. Most firms have blind spots, distorting their market perception. We are all human, after all. A brand built without objective analysis runs the risk of being based on faulty assumptions.
3. Set Up A Consistent Messaging Architecture
Developing your company’s market position and messaging architecture will help you identify the essence of your brand strategy. A market positioning statement summarizes where you fit within the market. Do you lead the way in innovation or provide low-cost services?
The positioning of your company will determine many of the decisions you make in the future. However, you cannot just make things up. As a firm, you need to balance what you are and what you aspire to be. If your positioning is not supported, your brand will lack credibility.
A messaging architecture outlines the messages you want to communicate to each of your primary audiences. Consistent and believable messages are essential. Essentially, this is the framework for your marketing copy.
4. Establish Your Visual Identity
This is the part of the branding strategy where you create the visual elements to convey your brand’s message. Consider your brand name, tagline, logo, colors, stationary, business cards, etc. Brand style guidelines provide a set of parameters for ensuring your brand is consistently portrayed in all your marketing materials.
These elements are often confused with a brand. However, branding isn’t about the name of your firm or its logo; it’s about your reputation and visibility. The visual identity is your brand’s visual shorthand.
5. Grow Your Online Presence
Nowadays, your website is the most crucial tool for communicating with customers and developing your business. Using it, you can convey a compelling message to your target audience. Prospective clients and employees will go there first to find out more about your company. You can reach agencies interested in your project through an effective website request for proposals.
Your website will inevitably play a role in any rebranding strategy. Essentially, websites are built around your messaging architecture. This is your complete online presence and other channels you may use (such as social media).
6. Stick To The Plan
To strengthen your new brand, you must develop (and stick to) a promotion strategy. Firstly, your employees must embrace your new brand. In the end, they are your most important brand ambassadors.
Additionally, you should communicate your firm’s reputation and expertise, not just try to get its name in front of as many eyeballs as possible.
Some rebranding strategies fail because they try to speed up the process. Other companies fail because they work with the wrong partners. Make sure your rebranding strategy is sound. Find a partner with experience.
You will reap the rewards of rebranding if you give it the attention it deserves. Well-positioned companies that communicate their brand clearly are formidable competitors.
If you are considering rebranding, follow the roadmap above for the best return on your investment. The right strategy and mindset can help you enjoy change, although it can be challenging. The process of rebranding can, and should, be an exciting and rewarding one for your business. With the right approach, rebranding could give your team, prospects, and clients renewed faith in your business.