Business Rebranding Guide | Is Change In The Air For You? 5 Foolproof Tips For Rebranding Without Losing Your Identity
Business Rebranding Guide | Rebranding is inevitable for most long-running businesses, both big and small. It’s a marketing tactic that involves a shift or a complete reboot of a business’s corporate image. By changing the logo, color scheme, slogan, overall design or even the company name, a business can change its basic identity. However, the decision to rebrand a business should be weighed carefully, as it can be a difficult and challenging task even for big corporations.
Before you take the risk of rebranding your small business, it’s vitally important to seriously think about whether you should reboot your brand in the first place. After all, rebranding isn’t a “fix” if you don’t know what is broken or why. Perhaps the business is under new ownership, is trying to expand its market reach or is trying to keep up with advancing trends. Or maybe you’re trying to modify your brand’s image after a widely publicized public relations disaster. No matter what the reason behind it is, the rebranding process must be done the right way, so as to leave no confusion in the minds of your existing and potential clients.
Why Rebrand? | Business Rebranding Guide
Rebranding may happen for a variety of reasons. Are you losing sales or, even worse, are you losing regular clients? Has a new competitor come into your market and is forcing you to change what you do? And looking forward, do you think rebranding will solve those problems? No matter the reason, increasing sales and client databases are usually the goals when a business rebrands.
Find Ways To Create Continuity | Business Rebranding Guide
If you’re trying to reinvent your business because of a PR disaster, it might be a good idea to build a completely new brand. However, in all other scenarios it’s wise to some, if not most elements of your old branding. Rather than completely wipe the slate clean, see if there are ways to maintain continuity. Figure out ways to redirect former paths in a new way that satisfies your business needs. Look for opportunities to bring elements that really matter, both to your business and clients, to the new brand. It might be as simple as a color, or font. Or maybe the new logo can retain parts of your former logo. This will help you attract new clients while staying relevant to former clients from the past.
What Gives You The Edge? | Business Rebranding Guide
You’ll find it hard to make the necessary changes if you’re unable to define who you are and what your business is all about. What is your company’s mission? What do you stand for? Who is your target audience? To find out why your clients come to you, the easiest way is to actually ask them. Very often the responses and reasons why people do business with you are not what you thought they would be. This is especially valuable if you’re not sure what gives your business the edge — identify this and build your core brand around it.
Create A Narrative | Business Rebranding Guide
Make sure your rebrand tells a story. A “change story” should be defined from the get-go, connecting the change with who you are as a business, how you bring value to your clients and where you are going. Generic ‘corporate swoosh’ logos and bland designs are a waste of time and money. Make sure your updated brand has a simple, easy-to-understand vision behind it, and communicate this to your clients.
Make Sure Your Brand Can Evolve As You Grow | Business Rebranding Guide
A brand is more than just a color, logo or graphic; it is the core of the company. Ideally, it will stick around for years, so make sure you’ve got something that can change and evolve, while staying true to its essence. Just because something sounds good today doesn’t mean it will be as effective tomorrow. Regardless of how you go about rebooting your brand, continue working on it. Changing a brand can be risky, but if you do not violate a brand’s established equities and values, you can still add flexibility into a brand without losing relevance.
Rebranding is no simple task. However, by following these tips, you can alleviate much of the headache that surrounds this transition and build a lasting brand. When done right, a new brand can inject fresh energy, and provide you with opportunities for new conversations, communicate new value, and reach broader audiences than before.