You’ve been in business for a while now, and things are going well. Your customer base is growing, and you’re starting to get good word-of-mouth buzz. But lately, you’ve thought that it’s time for a change. Your logo is a little outdated, your marketing collateral looks a bit too “old school,” and you’re just not sure if your current branding reflects the forward-thinking, cutting-edge company that you are. If this sounds like you, it may be time to consider rebranding.
Rebranding is changing your company’s look, feel, and messaging to reflect your current business goals and objectives better. It’s important to note that re-branding is not simply changing your logo or updating your website (although it may be part of the process). Instead, re-branding is about a holistic approach to updating everything from how you communicate with your customers to what colors and fonts you use on your marketing materials. In short, it’s about ensuring every touchpoint a potential or current customer has with your company is aligned with the image you want to project.
Why Should You Rebrand?
There are several reasons why rebranding can be beneficial for businesses. For example, maybe your company has undergone significant changes—such as a merger, acquisition, or shift in focus—and your current branding no longer accurately reflects what you do or who you serve. Or maybe you’re simply looking to breathe new life into your business and reach a wider audience. Regardless of the reason, re-branding can help companies to achieve their desired objectives.
Some of the benefits of rebranding include the following:
- Helping you stand out from the competition: In today’s crowded marketplace, ensuring your company stands out from the rest is more important than ever. A well-executed rebrand can help you do just that by differentiating you from your competitors and helping you better connect with your target market.
- Attracting new customers: Rebranding can be an effective way to reach new people if you’re looking to grow your customer base. By updating your look and feel and altering the way you communicate with potential customers, you can tap into new markets that were previously inaccessible. For example, Dunkin’ Donuts’ rebranding to just Dunkin’ has made it more appealing to modern consumers.
- Increasing brand awareness: Even if you’re not looking to attract new customers, rebranding can still be beneficial by raising awareness of your company and what it does. In today’s digital world, a robust online presence is essential for all businesses—no matter their size or industry—and a re-brand can give you the boost you need to get noticed online.
- Improving employee morale: Just as individuals go through life changes that prompt them to update their look or try something new, businesses also experience these growth spurts—and employees often feel them most keenly. So a rebrand can signal a fresh start for your company and help employees feel more invested in its future success.
If you don’t know where to start with your rebranding, consider doing these four tips first.
Change Logo, Name, and Messaging
If you’re planning to rebrand, you’ll need to consider updating your logo, name, and messaging. The first step is choosing a new name for your company that reflects its current business focus or industry.
Once you’ve settled on a new name, hire an experienced graphic designer to create an updated version of your logo that incorporates the new brand’s identity. Finally, you’ll need to update your existing marketing collateral with the new logo, color scheme, fonts, and other visual elements.
Create New Marketing Collateral
If you’re planning to rebrand, then it’s likely that some aspects of your current marketing material no longer accurately reflect who you are as a business. Rebranding provides the perfect opportunity to create more modern and up-to-date materials such as brochures, flyers, and social media templates.
Improve Online Presence
The next step is to improve your online presence. You can do this by updating your website, creating more engaging social media profiles, and ensuring that your online content is optimized for search engines. Feel free to hire a digital marketing agency to help you with this. The agency can do everything above, helping you save time and money.
Engage Customers
Finally, make sure to engage with your customers throughout the rebranding process. Tell them about any changes you’re making and listen to their feedback as you go along. This will help you build trust and loyalty with your customers, which will ultimately help you become more successful in the long run.
Whether you’re looking to attract new customers, increase brand awareness, or freshen up your image, rebranding can effectively achieve all those goals. By following the steps above, you can ensure that your rebrand is successful and help your company stand out from the rest.
