Rebranding a company is a massive decision. There’s a lot to consider when it comes to a rebrand. However, rebranding is a massive step in the right direction for the long term success of your business. Especially if your brand hasn’t been given the attention it deserves in the past.
If you’re considering a rebrand, here are some key things you might want to know about the process to help determine your decision.
Your Brand Is Much More Than Your Logo
This is the biggest misconception to do with branding. Your company brand is so much more than just your logo and identity. It encompasses EVERYTHING to do with your business culminating in the experience that customers have when coming in contact with your business. It’s what you believe in, and it’s the strategy that gets you to where you want to be. Your brand is the lifeblood of your business, and should be treated as such.
You Can Cover Some Of The Fundamentals Yourself
A lot of the fundamentals of rebranding a business can be covered by you in the initial stages of rebranding. You can start off by conducting a brand audit, which is the first step in any rebranding process. You need to know what exists already in terms of your current brand. A lot of businesses prefer to have a rough idea of their values, mission, story, and positioning before bringing in a branding service agency to help with their identity. It’s beneficial to engage an agency at this early stage, but some businesses prefer to do a lot of the groundwork themselves before approaching an agency to look at their brand identity.
Working With An Agency Is Always The Right Choice
Bringing in expert agency advice is always going to improve your rebranding project and efforts tenfold. A professional branding agency will offer great expertise and advice when it comes to your rebranding project. As they are experts in their field of choice, they will be able to provide valuable insight with regards to the positioning of your brand, along with communicating with your ideal audience.
The Rebranding Process Is Similar To The Branding Process
In terms of the branding and rebranding process, there’s not a world of difference between creating a new business brand, or rebranding an existing company.
So, if you’ve been through the branding process before, you’ll know what to expect.
There’s one added step at the beginning, which is conducting a brand audit, to find out exactly where things need to improve.
With rebranding, there’s two ways you can opt to go;
- A complete rebrand
- A brand refresh
A Complete Rebrand
A complete rebrand involves overhauling every single thing to do with your business. Sometimes, it might even prompt a name change. However, more often than not, it’s primarily the brand strategy and brand identity that are revised.
You might opt for this approach if your current brand has become completely outdated and irrelevant. Or, perhaps you’re trying to escape from a PR disaster, reach new target audiences, or are merging with another company.
A complete rebrand takes what you currently have, evaluates it, revises it, and starts again. Essentially, it’s a hard reset for your brand.
A Brand Refresh
The second way to go is to opt for a brand refresh and a bit of a tidy up. Nothing has changed in terms of the business strategy, but your brand identity has become dated.
This is a less drastic approach, but is a quick fix that can help make a brand appear relevant and current when compared to your competitors
Which route you decide to take, should be based on the problem you’re trying to solve and what your long term goals are for your business.
Rebranding Will Increase Your Bottom Line
There’s no reason to rebrand your company if it’s not going to have a positive effect on your bottom line. The investment in rebranding your company should make a return. After all, rebranding isn’t just an exercise address looking pretty. It’s a strategic way to solve the problems your company may be facing. There’s simply no point in doing it if it doesn’t generate a return, or improve the strategic placing of your company long term. Remember, rebranding is a marketing tool, it will make you money, not cost you money.
The Positives Will Outweigh The Negatives
Getting to work on a rebranding project is a business owner’s dream. We hear it all the time: “I’ve been wanting to rebrand for years. Now, we have grown. We know who we are and have the means to go and do it!”
When it comes to rebranding, you’re always going to be met with some trepidation. But the positives will always outweigh the negatives.
Rebranding doesn’t cost the earth. But having a weak brand will cost you more in the long run than investing in addressing your brand now. Running inconsistent marketing activity with a brand that’s out of date, and doesn’t connect with the intended audience is a bigger risk with definitely no return.
Conclusion
Deciding to rebrand a company is a big deal, and the decision shouldn’t be taken lightly. There are always going to be reservations and questions to ask.
If you know that you’re going to rebrand, then you need to go in all guns blazing and get it executed properly. You can’t be one foot in, one foot out. It just won’t work.
Conduct a brand audit, iron out your brand strategy (with our help), create the new identity, then roll it out.
We are here to help
Having a dedicated team on your side to help you to revamp your brand will be integral to the success of your business. Our team at D&Co Studio is highly experienced in providing rebranding solutions for a range of businesses.
To find out more about how we can bring your brand to life, chat to us today by calling 0411 261 815 or send us an email.
