Are you ready to rebrand, but don't know where to start?
A rebrand is an opportunity to refresh your brand identity, update your logo, and create a new visual language that reflects the new direction of your business. Here are the five keys to a successful rebrand and how they can help you:
Research your competitors - If you're looking at changing your branding, look at what other companies are doing and see how well their branding works for them. Pay close attention to what other companies in your industry are doing. Is there a trend toward simplicity? Or maybe they're going more bold and colorful? You want your business to stand out from the crowd, but you also don't want to stray too far from what people have come to expect from you.
Know your customers - You want customers who will appreciate your new branding effort, but it's not enough just to change up the colors on your logo or fonts on your website; you also need to consider how these changes affect the people who buy from you regularly. One way to do this is by asking them questions about their preferences through surveys or interviews conducted over email or phone calls. Another option is simply observing them as they interact with products or services in person so that you see firsthand how well these changes fit into their lives. It’s also important to listen to your customers' feedback. If they're saying they love your product but don't like the way it looks, then it's time for a new look! Take their opinions into consideration when deciding what direction you'd like your brand to take.
Create a brand identity guidelines - A brand identity guidelines (or brand identity guidebook) is an essential part of any successful rebranding process, as it outlines all of the creative decisions that went into creating your new brand look and feel, as well as how your brand elements will be used going forward. This includes everything from which fonts work best for each piece of collateral (such as business cards), to how many colors should be used in each print piece, down to which images should be included on each slide deck template.
Identify your target audience - Before you start spending money on a rebrand, make sure you know who you’re targeting. Knowing exactly who your customers are will help you make decisions about everything from color palettes to logo design.
Consider the cost - It's important that you consider how much money you're willing or able to spend on your rebranding project before you begin. This will help ensure that your expectations are realistic and that you don't end up spending more than necessary. Before starting any design work or hiring any outside contractors, take the time to do some research and learn everything there is to know about your industry, competitors and target audience. This will help ensure that when it comes time to execute your rebranding plan, every touchpoint will be perfectly aligned with what customers expect from your business.
Every business is different, and while the steps listed above are a good place to start, there may be some steps you might want to add or remove. A successful branding strategy can put your business on the path to growth, but it's neither quick nor easy. It requires thorough planning, and you'll need to stand behind everything you do—which definitely doesn't mean that it's a bad idea to hire someone who already has a track record of success in this area. The key takeaway from all of this: if you want your rebranding efforts to pay off, do your research beforehand, take the time to get your facts straight, and don't be afraid to make changes before things are finalized. Your business will thank you for it. Once you know that, you're on your way to a successful rebrand!