Companies go through a rebranding process for a variety of reasons. Whether you have new products that don’t seem to be reflected well with the current company image, or need to make drastic changes to your digital marketing strategy, you need to be very careful with your rebranding efforts. If not done correctly, rebranding could hurt you more than it could help.
Here are a few tips for making the transition easier
1. Get expert advice
It doesn’t matter whether you have a small startup business or a large company; it’s always a good idea to consult with experts. Your own team may be a bit too close to the brand to be objective. A good consultant will be able to provide you with sound, unbiased advice on which steps would be best for your company. What will need to go? What would be ideal to keep?
2. Look for Opportunities to Create Continuity
It can be difficult to break emotional ties to your current brand. It can also be confusing to both employees and customers if there is little to no consistency with the old brand and new. An article on Medium.com explains that “most rebrands value heritage”.
You must try to create a clear line of continuity in both the image and story of your identity. Even if you’re doing a major rehaul, there are still some little aspects of your business that you can keep the same, whether it’s the base colors used in your logo or your website domain.
3. Don’t do Anything Your Customers Will not Expect
Keep them informed that something big is coming. You don’t want to catch anyone off guard. Start laying the groundwork for the changes at least two weeks in advance.
Take advantage of online marketing tools to inform your audience on social media and through newsletters. If you’re moving your site to a new host, put up a notification on your landing page that there might be some downtime in the near future.
4. Make Sure all Employees are on Board
You’ll want every employee to be involved in the rebranding effort in some way. To ensure that the transition goes smoothly, make sure they are all aware of the changes and that they support those changes. Training may be necessary for some team members as well. In order for customers to understand your brand’s new identity, the employees must first understand it.
5. Choose a Theme and Stick With it
Vagueness is easily forgotten. Choose an angle that is unique to your company and make sure all content, including your social media, blog, website, offline advertisements, etc. is consistent. There should be uniformity with every aspect of your business.
6. Test the Design Before Implementing it
How well do the new design elements translate to various brand touch-points like vehicles, signage, the web, stationery, etc? A logo that looks great on a piece of paper might not look as great on a large sign or mobile phone. Don’t start on implementation until you are certain that the design works across all mediums.
You could also involve your customers in the design process by asking them for their thoughts on the logo, use of colors, tagline, etc. Marketing Land recommends asking these questions on social media.
Rebranding doesn’t have to be difficult, just as long as you and everyone involved have a clear understanding of what must be involved, and how to put everything into place.