Getting familiar with the concept
If you’re not familiar with the concept, a rebrand can seem like a daunting task. With that in mind, we’ve written this blog with the goal of answering a few basic questions some of you may have about rebranding.
What Is rebranding?
Rebranding is a pretty general term that can mean anything from updating your logo (partial rebranding) like Uber & Starbucks or a complete brand overhaul (total rebranding) like the infamous Cecil Hotel becoming Stay on Main.
When to rebrand?
Now you know what rebranding is, it can also be helpful to understand when companies usually rebrand and why.
There are many occasions where a rebrand can be an appropriate solution to achieve the desired business goals. For example, when your brand is repositioning itself in a new market, in the eventuality of corporate mergers or acquisitions. It’s also common for brands to rebrand in the wake of any kind of PR disaster (i.e. The Cecil hotel rebranded to Stay on Main after gaining a reputation for being a dark and dangerous place for people in New York to stay in. They’re also used to demonstrate a significant shift in a company’s ethos/beliefs.
Rebranding is a great way to distance yourself from the previously tarnished version. Giving consumers a new design & messaging can be instrumental in winning back their support after any kind of event that affects your brand negatively. It can also be a great way to attract users from a different demographic.
How to rebrand?
As previously mentioned, there’s a long list of actions you could take that would qualify as a “rebrand”, and we’ll give you that list shortly. But first, there are some key steps to take before the actual rebranding begins. First, it’s very important to make sure you understand the reason for the rebrand. This greatly informs the decisions you make about specific actions to take. If you’re rebranding in an effort to attract a younger audience, a little brand design updating may be more suitable than a total brand overhaul.
It’s important to make sure you’ve familiarised yourself with your new target audience, to assure that your rebranding efforts are tailored to the wants and needs of the right group of people. Finally, defying your position in the market is a key part of making sure that your newly implemented branding works harmoniously with your business’ new goals and objectives.
With all that in mind, here’s a brief (by no means exhaustive) list of some steps you can take to rebrand your business:
- Website redesign
- Logo update
- Name change
- Significant change in marketing messages
- Updating company literature
- Merging with other businesses
While rebranding is a relatively straightforward process, it can be difficult to navigate if it’s your first time. Thankfully, here at Ford Creative, we’re branding/brand strategy specialists who also offer design & digital services. Not sure how to go about your rebrand? Not even sure where to start? We’ve got you covered. Get in touch with us now and let’s schedule a free 15 minute chat to discuss what issues your business is facing, and what we can do to help!
By Ore IgeBack to insights