Rebranding your business is not a decision that is undertaken lightly.
It’s a huge commitment of time and resources, and if not done correctly, it can have dire consequences for your company’s future.
One of the most important choices you’ll make is finding the right rebranding agency – we know this because we’ve been helping businesses navigate their rebranding journeys for over 20 years.
We’d love to help. Meanwhile, here are five more helpful tips to make your rebrand a success.
Plan before you do anything.
Failing to plan is planning to fail. This quote has been attributed to Benjamin Franklin and Winston Churchill, but the truth behind it is universal.
Planning is arguably the most critical aspect of the process and can’t be rushed. The more preparation you do, the more effective and impactful your rebrand will be.
Part of your planning process will involve getting critical employees on board with your rebrand.
Your rebrand should incorporate key decision makers, including representatives from marketing, sales, HR, and customer support – anyone in a leadership position who interacts with either customers or employees daily. It’s essential to explain the importance of your rebrand and the benefits of getting it right.
Set up a realistic budget and timescale.
Your brand is a hugely valuable aspect of your business, and this should be considered when allotting time and resources to a rebrand.
Done properly, a rebrand can last for up to a decade.
A rebrand is typically a 6- to 12-month project, including research, strategy, and brand design, with brand activation taking another 6 to 12 months, depending on the size and complexity of your business.
Use data to drive your rebrand.
Brand research forms the backbone of any rebranding project. Internal brand research comes from the people that know your brand best – your employees. Understanding their experience of the brand is paramount.
External brand research shows you how you appear to your customers.
This can take the form of customer interviews, focus groups, surveys or polls. A complete brand reboot demands in-depth, comprehensive research before any strategy or repositioning can be considered.
Trust the process.
We know it’s easier said than done.
All rebrands tend to follow four key stages:
Each stage brings its own challenges but is essential to overall success.
Moving deliberately through a proven rebranding process will ensure that the final product—your new brand—is ready to stand the test of time.
Be realistic about your expectations.
Rebranding is an aspirational process – it relies on envisaging your brand where you want it to be and pushing it in that direction.
There’s never been a better time to think big and push your boundaries, but it’s important to keep your expectations achievable.
Branding is about authenticity, and it’s important that your branding offers something that your company can deliver.
Successful brands are powerfully aligned with the core value of their employees and customers.
The ultimate goal of a successful rebrand is to build a purpose-driven brand aligned with your business strategy and the values of those you serve.
Adam is a Creative Director at Toast and has worked on branding, logo design and visual identity projects for over 15 years.