In our last blog post “10 Questions to Ask When Designing a Logo” we briefly touched on the idea of companies who opt to rebrand. That’s a complex topic, so we decided to dive a little deeper. It’s not a task that should be taken on lightly and there are a lot of things to consider. Here are some tips to help you navigate the decision making process.
1. Why are you rebranding?
The first and arguably most important step is to figure out why you’re moving away from the old logo. Is it dated? Does it no longer connect with your customer base? Are you looking for a new logo to accompany the launch of new products? Decide first what’s not working with your current brand so that you can fix those problems. You want to be sure you “don’t fix what isn’t broken”
2. What does rebranding mean to you?
Know specifically what rebranding means to your company. While logos are important, they don’t encompass the entire process. Take time to evaluate what other changes your company needs to make. What are the new objectives? Do you need an updated mission statement?
3. Do you want to involve your employees?
Well-established companies often have employees that are invested in the future success of the business. Do you intend to gather feedback from them and incorporate it into the rebrand? Often your employees have insights that can be helpful in the design.
4. How do you rebrand?
Think long term. Consumers tend to view brands that remain consistent as more reliable (which makes sense), and it’s important that you aren’t undergoing a rebrand every 2-3 years. Most brands undergo an update every 7-10 years, but updating more frequently than that might be seen as instability by your customer base. Determine what kind of a story you want to tell through your brand – storytelling is a great way to connect with customers.
5. What’s your budget?
Re-branding can have a trickle down effect to all aspects of your company. In addition to the logo, you’ll want to make note of the other areas that might need a refresh. Do you have a website that will need an update? Are there a number of print pieces in circulation that need to be redesigned to match the new brand? It’s important to make sure you understand the full scope of your project and fine-tune your budget accordingly. We’ve all seen the companies that only take the rebranding part of the way; it’s never a great way to present your company. Make sure you identify all the areas that need to be refreshed and tackle it head on.
6. Can you be consistent?
Consistency is critical to any re-brand process. Make sure that everything you have is ready for a comprehensive launch. Set a date for the rebrand to take effect and be ready with all the pieces of the puzzle.
7. GET YOUR BRAND OUT THERE!
Before your launch, be sure you’ve identified the best way to market your new brand. Your company has just undergone an exciting thing so you’ll want to share it with the world in an organized and cohesive way.
