Rebranding Strategy
Reinvent your business
The rebranding process will require some forethought on how you are going to go about communicating these changes internally as well as externally. There are many considerations that need to be made during this phase including a communications plan for internal employees; a communications plan for external stakeholders (employees/clients); new signage or other typeface requirements throughout office space. You'll need to recraft your company's mission statement, re-tell your company story, and develop new branding guidelines.
Rebranded
Name
If you didn't get your name right the first time, you'll want to take some extra time when coming up with a rebranded business name. . This is your company's public identity, and the name should be carefully selected.
Your new business name will go a long way in defining what type of experience consumers can expect from you.
Rebranded Logo
Design
It may seem like overkill at first glance but updating or overhauling your logo during this phase has two distinct advantages:
- It reflects the changes that have been made,
- and it provides a fresh start with regard to how people perceive you.
Rebranded Colors
& Typography
Take care when selecting a new color palette to match your new branding. Subtle changes in color can provide a completely different feel and tone for the brand, so take time to consider your options carefully before deciding on one.
The font you use will also be integral to how people perceive your rebranded business name (and thus what they expect from it). Don't forget that this is an important factor when considering all of the moving parts involved with this phase of rebranding!
Rebranded
Strategy
The root of a successful rebranding is strong brand values, story, positioning, and messaging that both resonate with current customers while also attracting future ones.
It's important to take into account the different audiences you want to reach when developing a message about what makes your business compelling—what are its core values? What does it do differently than competitors or other brands in the same category? How can people benefit from doing/using something they traditionally would not have done before because of this business?
This exercise may require some research on who exactly comprises these groups (demographic profiles) so as to tailor messages for them accordingly.
Rebranded
Guidelines
Once you have all of the other elements of your rebrand fleshed out, you need to recreate a new brand style guide to direct your employees on how to use these new elements.
This should include brand colors, typefaces, and logo usage guidelines as well as explanations of the meaning behind some of the company's more abstract principles (such as a particular value or belief).
