Rebranding has a lot of moving parts and pieces, so it can be hard to make sure that all of the steps you’re taking are lining up with rebranding best practices. Let’s talk about how to make sure you’re on the right path.
Why are you rebranding?
Think carefully. The way you answer this question will set the foundation for your entire rebranding campaign.
Perhaps your business goals or values have changed, you’ve upscaled your business, you’re moving into new markets or your current branding needs to be refreshed in order to appeal to modern consumers.
Whatever the reason is, your reason is the goal we’re setting out to achieve. Make sure everyone on your rebranding team is on board with your goal, or goals, so all of your efforts and ideas moving forward will be on target.
Tell your brand’s story
To develop your brand’s story, take a deep look at your mission, vision, and values. Get down to the heart of your company. Ask yourself why you created your business; what consumer needs or personal experiences influenced you? What inspires your business? What do you envision for your company’s future? It’s important to understand who you are as a company from the very the beginning of the process, so you can ensure your brand story is being effectively communicated in your rebranding.
Involve your employees
Your employees are the backbone of your business; they drive your success and they are often hands-on, interacting with your customers and championing your products and services. They may not be making key decisions, but they should have a stake in your rebranding.
Use their voices to help build parts of your brand’s story. Ask them why they love working for you, what aspects of the business inspire them and what they think the company mission and values are and should be.
Identify staff from across all areas of the business to act as “brand champions.” They will be vital in helping you develop a brand that’s consistent and relevant throughout your company and will be a critical part of getting buy-in from their peers.
Involve your customers
Find out what inspires loyalty in your existing customers. Ask them about the overall customer experience. How would they describe your brand? How do they feel when they interact with your company?
It may be critical to avoid changing elements that resonate with your customers, but that doesn’t mean you can’t make improvements. By engaging your current customers, you can build a brand that is more relevant to them and respects their investment and loyalty.
For an effective brand experience, your brand has to be consistent throughout every single area of your business—no matter the department or function. Your internal stakeholders and employees must live and breathe the brand. And external marketing and customer experiences should fully reflect your message in all visual and verbal elements.
Look for inconsistencies within your business and implement solutions to resolve them as part of your rebranding strategy.
Get the professionals involved
You know your business best, but sometimes you can be too close—and that can cloud your vision. Experienced brand professionals (like us!) are experts at delivering a successful rebrand that involves research, strategy, and implementation. You know your business like the back of your hand, and we know branding like the back of ours.
Rebranding can revitalize your business! To put more rebranding best practices into play, download our Strategic Guide to Rebranding Success. Then contact us, so we can build a great brand together.