There are lots of reasons a company might want to rebrand themselves. Some might be trying to market to a new region and grow perhaps, globally, while other businesses may be trying to update their image entirely. Or, it could be that there are new products and services and/or new ownership and vision.
Some of the most noticeable changes you might see when a company rebrands are those aspects having to do with visual identity. These items might include first and foremost, the company logo, then business cards, brochures, website along with the smattering of changes that will have to be made online on the various social media sites for consistency.
The less obvious, but most important changes that will, or should be made within a business during a rebrand are those related to company vision and mission from which everything else will spring. As you might know, a logo is the face of the company, but for a successful rebranding, there will have to be a lot of collaboration and research to produce a new ethos, and manage inevitable shifting in the way the business functions. Sometimes, radical and profound changes will have to be considered for a complete evolution of the company. Often, many systems that are in place need to be stripped and rebuilt from the ground up. Of course, the depth of change depends on the scope of the rebrand and new vision of those in the front seat. New market research, such as focus groups and surveys may need to be part of the rebranding process. Additionally, the budget will have to be able to withstand a windfall of expenses.
Before attempting to rebrand, it’s wise for the company to invest in some brand audits to determine if it’s even necessary to put all the time and money that into this arduous process. It may be that the business is healthy enough as it is, and maybe just a little marketing push will be sufficient. Auditing will also help to measure the scope of the project as well. Very often, a company can get away with implementing a simple refresh rather than an entirely new start in which case the logo could remain the same. In some instances, the team will want to keep the logo as it may have a good reputation or some nostalgic value that would be foolish to do away with. Also, if your business has a following, you don’t want to lose or confuse them.
Take a look at some signs that it may be time to rebrand your business.
It’s important for companies to be sure about their objectives. Why the need to rebrand? What results are they hoping to achieve? Are they prepared to sink a lot of money into to it? Realize that it will take careful thought and consideration, team work and time. PR groups will need to join with a good local marketing company to get the job done right.