Let's talk the IFs, WHENs, WHYs, and most importantly...HOW!
It's 2023 friends, and that means a strong brand identity is more important than it's ever been. Businesses face more competitors in flooded markets, have heightened expectations from their audience and customers, must keep pace with the boom of aesthetic excellence and wealth of knowledge, and are often with limited budgets and resources. To have an effective edge over your competitors you have to make sure your brand presence is not only STRONG, but also in line with the current trends, market, and customer needs. It also has to have the ability to evolve with your business as it incurs changes. If your brand doesn't check these boxes or doesn't strongly and efficiently support your business...
It might be time for a rebrand.
But - don't jump into remodels just yet! Let's dance over WHAT a rebrand actually means - plus a few things to consider when deciding IF you should rebrand, WHY you should rebrand, WHEN you should do it, and HOW to go about it for optimal success.
What exactly IS REBRANDING?
Rebranding is the process of strategically changing a company's image or organization that may include creating a new name, symbols, color kids, logos, visual assets, tone and sometimes even slogans. Rebranding DOES NOT typically include changing a company's values or mission statements or their general services and products. You want to maintain the trust you have from your current loyal consumer base, while giving yourself the opportunity to stand out and gain a larger one. The goal of a rebrand is not to fold and start a new corporation entirely. The goal of rebranding is to develop a new, unique, and strong brand identity in the eyes and minds of your target audiences, potential customers and clients, competitors, and the general public.
Rebranding is not a full restart. It's a complete refresh.
DO You Need to Rebrand?
Ask yourself these questions:
~Has your performance stalled?
~Are you struggling to come up with content that meets your current visual assets and brand identity?
~Are you losing customers or failing to gain new ones?
~Have you reached a creative or professional plateau and feel like you need a boost?
~Is your brand getting lost amidst the competitors online?
~Has your business evolved to the point that your current tone and visual assets no longer support these changes?
WHEN Should You Rebrand?
~When your aesthetic is outdated compared to the current market trends
~When you've developed a poor reputation
~When your business evolves or expands
~When you've outgrown the details of your original mission
~When you opt to chase a different market
~When you change locations
~When you've undergone a merger or major personnel change
~When your foundation and funds are strong enough to undergo potential risks and costs
WHY Are You Rebranding?
When you've decided it's wise to rebrand your business, and have assessed the reasonability of the timing (or planned for a better one), it's time to ask yourself what the GOALS of your rebrand are before you map out a strategy. Here are some things to think about:
~Who is your target audience? Is there differences from your current target?
~What do you want to be the "thing" that sets you apart from competitors?
~Do you want to increase revenue? Do you have a financial goal and time frame?
~Is there a particular product or service you want to be the highlight or signature of your brand?
~Are you hoping for increased foot traffic? Digital orders? Inquiries?
~If you are service based what is your goal clientele number? What is your threshold?
HOW Do You Rebrand?
Yes, bestie! You did it - you freaking made the CHOICE! You're going to rebrand your business! What now though? How exactly do you do that?
Strategy. Strategy. Strategy.
Before touching any of your content, creating any new pages, making any changes, or hauling out your current digital neon sign...BUILD. A. STRATEGY.
First - are we keeping the name or changing it? A strong brand identity starts with a strong name, OR one that is well recognized and long standing.
Redefine your target audience. Even if it's not changing drastically, iron out the details of who your aiming to market to.
While keeping the same core concepts, you'll want to fine tune the wording and details of your mission and values. You'll also want to re-outline your main short/long-term goals and priorities.
Do your research. Some of the main goals of a rebrand are attracting higher quality consumers and raising the perceived value of your brand. Research the market and your competitors to find out what your target audience really wants.
Build a Brand Kit with all of your aesthetic assets, to maintain content consistency across all platforms, that aligns with the business and will help you stand out in a positive way amidst your market.
Bank one to two months of high-quality, engaging content that follows your Brand Kit and supports the overall goals, mission, and voice of your newly rebranded business, and speaks to your target audience.
Schedule a launch date - and let your current audience know it's coming!
Automate your posts, and schedule time to commit to engaging with your online community through direct messages, comment responses, shares, outreach, and post interaction.
Show the world your PUMPED for this rebrand and let your audience know how it will benefit THEM!
Stay. Consistent.
With a recent rebrand of our own under our belts, as well as several successful and effective client rebrands, we would definitely say our walk backs our talk.
As valued part of the Brand|Uncommon community, we want to see you SLAY! A rebrand can be wildly impactful to the success of your brand, and can be filled with excitement and growth. Rebranding also comes with risks and potential challenges. If not done well or carried out without a comprehensive strategy in place, it could mean disaster for your business that you've worked so hard to build.
Make sure you've taken the time to think it through...and think it through again. Then strategize, fine tune, and plan for consistency. If you are considering a rebrand, reference these tips to elevate your success.
Need more help? We'd love to chat! Schedule a FREE discovery call with Bronte and Gabby so we can dive into the details of your business, current branding, goals, and vision to help you decide if a rebrand is right for you. Then we will help you execute it flawlessly!
Let's start a conversation! Head over to our Instagram or shoot us an email to info@thebranduncommon.com and let us know if you're considering a rebrand. If you've put your business through a rebrand, tell us how it went!
