A brand is much more than just an easy-to-remember name and a good-looking logo. For you to create a brand, you must make your business story a part of it. You have to work hard to build a reputation and establish your position in the market. However, time passes by, and you realize that things have changed. Your audience may be shifting, or maybe your business has evolved. Either way, it’s time to take a turn and refresh your image. And to help you do it, we’ve got a 5 step approach to rebranding your business to share with you.
It’s essential to take this job stage by stage and avoid rushing it. So, you mustn’t jump into redesigning your website right away as there are many things you need to do before it. Let’s take a look at what those are and how to handle them.
1. Reconsider your company’s goals, vision, and values
If you have all of these things in place already, with rebranding waiting to happen, it’s a good idea to rethink them. On the other hand, if you don’t have them, now is the perfect time to define them.
To find your way to these cornerstones of your brand, you should answer these three questions:
- What are we doing? The answer to this question is your vision. And here, you need to figure out where you want to be but also where you want your customers to be. For example, if you’re a B2B company, you want your clients to be as successful as you, if not even more.
- How are we doing it? With this answer, you explain to your audience what your mission is. If you’re changing it, you want to change your message as well.
- Why are we doing it? Finally, these are your values. It’s what should make your prospects feel emotionally close to you and pick you over your competitors.
If any of these things are different now than when you started, you want it to reflect in your rebrand. Depending on how significant the changes we’re talking about are, you might only need a new logo and a name. On the other hand, maybe you’ll have to go further and find a new feel for your business.
2. Do your research
For your rebrand to make sense, you want to make sure that what you’re doing is aimed at the right people and that it resonates with them. So, you need to think about who your target audience is once again. Take a look at your web and social analytics and go through your CRM. Talk to your employees about clients and ask the customers themselves to complete surveys.
Is your audience who you thought it was, or who it was a few years back? Maybe it isn’t, but that’s okay. Now, you know what people and channels you want to focus on, so things will be better in the future, and that’s what rebranding is all about.
However, one thing you need to pay attention to is that you don’t lose customers in the process. You want to retain all the clients that you work with at the moment and grow your business from thereon. This way, the whole process of rebranding will be less risky.
3. Find your unique selling point
Now we’re coming to the pivoting point in the 5 step approach to rebranding your business. And it’s finding what makes you different and better from all your competitors. After you’re all done, it should be the main asset of your marketing strategy. The more unique you are, the better you’ll be able to cash it.
And here’s how you can figure out what makes you stand out from the crowd:
- List everything about your product or service that’s different and better than your competition’s
- Think about a few assets of your product that can’t be copied or reproduced
- Connect what you’re selling with the customers on an emotional level
- Define what problems the solution you’re offering can solve
Use all of this information to create strategies across all your digital marketing channels that will focus on the strong sides of your product. Explain to customers how it can help them, and they’ll buy it.
4. Start redesigning
Here, everything takes shape. However, before you begin, it’s crucial that you know what aspects of your business need work. Think about how and when your customers might come in contact with your brand and start from there. Try to walk a mile in their shoes and ask yourself what you would need to see to pick your company for a partner.
When you know what you want to change, you can create a few mockups. However, that’s about all the work you should do. If you don’t have a designer in-house, be sure to outsource this job. Believe us that it’s not something that you can do on your own.
If you want to build a strong brand, you can’t underestimate the importance of visual identity. You must pay attention to everything from logo and color palette to typography and images that you use. The better job your designer does here, the better your brand recognition will be.
5. Launch the brand
Once you have everything ready, all that is left is to launch your new brand. Of course, you can’t just do it out of the blue. Instead, prepare the answers to all the questions they might have, and notice your internal audience first. Designate some of your employees to be brand ambassadors and let them talk to your clients to clarify any confusion.
Before it all goes live, make sure to build some hype. Get together a compelling story and create some buzz to get people talking about your brand. And to follow up the anticipation, consider activating the brand in an exciting way. Send out press releases and write your blogs that will explain what is going on. Keep everybody in the loop, and you won’t have any problems.
Don’t underestimate it
Rebranding is lots of things. It’s an exciting, scary, challenging, and sometimes even risky move. But all of that doesn’t mean you shouldn’t do it. If you’ve identified the need, it’s the only natural thing. A 5 step approach to rebranding your business will help you get through it, but be sure not to skip any of the steps. Only if you do everything by the book will you get the results you need.