Rebranding is the activity of changing the complete image of an organization, especially the corporate image. It can be considered a marketing strategy. Rebranding gives an already established business a newname, symbol, or logo, change in design, etc. If a company decides to change
its logo, slogan, vision, values, and name in its journey, it makes the brand
more attractive over time. So it makes the brand more relevant and also it
helps in making brand awareness.
Any business can rebrand and even they can make changes
in their target audience. Rebranding can be a reflection or effect of so many
reasons such as international growth, outdated image or goodwill-related
issues, and so on.
In rebranding, it is very important to make sure that the
current customers are engaged throughout the process.
Before rebranding a brand, a business should understand
the need for rebranding. By analyzing every aspect of the present brand, a
business can get a clear idea about the change that it needs. In a business
mainly there are three types of rebranding. One is a brand merger and the other
types are brand refresh and a full rebranding.
Now let us look at the different steps in rebranding.
STEPS IN REBRANDING
Rebranding
has many steps and all steps are essential for any successful rebranding in
marketing. Surely, this article will help you, if you have a plan on rebranding
your business. First of all, you should know the reason behind your decision to
rebrand the business.
1. Know why a business needs to do a rebrand
If a business is exhausted or getting bored over time while seeing its logo, doesn’t mean that the company needs rebranding. Rebranding requires a lot of observation, time, thinking, planning, resources, energy, and also sometimes money. Every brand is different and unique. Even though a change is required for any business it must change its logo, name, design, or symbol. After all, if a business decides to rebrand its company it might find out the core reason for the change. After analyzing the exact problem they can make a solution by changing the complete image of the business.
2. Do identify the brand team of business
To rebrand a company requires a lot of human resources. That means, skillful, expert, and sharp thinking with a creative mind team of people can give a new face to the business. If a business needs to rebrand its current brand it can approach the in-house or the team members in the business. Or otherwise, you can contact any other brand agency for doing the work. Only some creative and talented people can give good results in the rebranding of your business. So make sure that the brand team is always perfect with the appropriate qualities.
3. Do a competitive analysis
Competitive analysis will help a business to understand where to make difference and where we put concentration while rebranding the business. By critically analyzing other businesses, you will get a clear idea about how to build a unique, attractive, and something different brand identity. When doing competitive analysis you will understand how many similarities you have with the competitors of your business. If you find that some brands used black color in their logo design, you can make a difference and put a different color on your new brand logo.
4. Know the target people
Before rebranding a business, a business owner must think about the target people of them. That means, knowing who you are and who you’re for. It is significant to remind who we’re speaking to. Identifying the audience makes rebranding so easy.
5. Brand auditing
Brand auditing is also an important thing in any business. That means we should research to gain knowledge and to know more about the brand identity. Like competitive analysis, brand auditing also helps you to look over your brand.
Brand auditing can influence and make an impact on your decision making and it will inspire you to go with rebranding.
6. Articulate the brand heart.
Brand heart means the core intentions of a brand. That means the purpose of the particular brand, vision, mission, and values. Purpose means why the business exists. That means the reason behind the existence of the business. Vision is the ability of the business to plan for the future and the mission means how to do a business creates the future. Apart from this, we have to determine who we are and how we work. It is called the values of a business.
7. Clarify the brand message of business
The seventh step is to clarify your brand messaging. That means a business should dive into the logo design first. It is the visual asset of any business. After that, it is important to articulate the brand messaging including brand essence, tagline, value properties, brand messaging pillars, etc. To clarify the brand images, a business should write effective and attractive taglines, write a strong value proposition for the business, and also it should complete the brand messaging. After that, a business should find the brand voice and should discover the brand personality.
8. Should design the visual identity
The next step is visual identity designing. It means that before rebranding, we should focus on the visual identity of the brand. Visual identity can be considered as the reflection of the brand personality of the business and also the answer for who and what our brand is. It is very important to design the visual identity of any brand before rebranding it. The visual identity of the brand must be comprehensive, flexible, intuitive, and accurate. To update, revise, and the visual identity, certain elements like illustration, logo, colors, iconography, data visualization, interactive elements, photography, hierarchy, video, motion, etc.
9. Should create the brand guidelines
To rebrand a business or a brand, we should make sure that there are enough guidelines to be applied. A well-established team and skillful human resources are essential for getting good and effective guidelines for rebranding a product, business, or brand. Brand guidelines empower the entire team so they can apply branding to the whole level of the business by giving visual identity, message, and overall identity.
10. Finally, roll out the brand
After all, it is very important to roll out and release the rebrand to the whole world. That means, after taking all efforts to rebrand, we should announce to the outer world that the brand is refreshed or updated. It needs better preparation to smoothly run the process of rolling out. Roll outing is the process of briefing the team to announce it to the press or media. With a better rollout strategy, any business can successfully do their rebranding.
If you are a business person who wants to update your logo, name, vision, and mission, I hope that this article will help you. Have a blessed and successful year ahead!
