Is your company considering a rebrand? You’re not alone, of course. Thousands of companies of all sizes make the decision every year to change how they appear or sound to their customers.
Sometimes they believe their logo is outdated. Or maybe they feel they’ve evolved and are no longer accurately portraying themselves to their customers. Often, it’s simply because company executives are bored of how the company looks. Whatever your reason, here are three considerations your stakeholders need to think through before undertaking a rebrand.
“Whatever type of rebranding you want to undertake, consider the best ways to keep your customers engaged. Don’t become something so unrecognizable that they no longer know you.”
1. Define what you mean by a rebrand
Rebranding is more than simply hiring an agency to create a new logo. It’s the opportunity to rethink how you do everything. It’s the voice you use to write the script your customers hear when they phone your call centre. It’s the colour palette on your website that is subconsciously communicating your values to online users. On a larger scale, it’s your vision, your corporate purpose for being.
You need to determine what a rebrand means for your company. How far will you go with this? What are the parameters of this long-term exercise you’re going to take on? Depending on the size of your company, it is, after all, a process that can take a year. (Sometimes even longer without the right agency partner to walk you through all implications.) Think through how youare defining this rebrand.
2. What should you be retaining from your current brand?
Brand equity is real. Consider the implications if Coca-Cola changed their name. Obviously they never would because the brand equity in their name is monumental. Your company probably isn’t as large as Coca-Cola (yet!), but there are still likely components of your brand you should be retaining so as not to alienate your customers entirely.
Ask yourself what your company is known for or what you still want to be known for. Maybe your values will remain the same as you evolve. Maybe your customers know you for your one brand colour and that needs to be retained. Some rebrands are simply brand evolutions. Maybe your logo just gets some design refinements rather than a complete remaking.
Whatever type of rebranding you want to undertake, consider the best ways to keep your customers engaged. Don’t become something so unrecognizable that they no longer know you.
3. How will you explain your rebrand to your customers?
Here’s a question a lot of companies don’t properly consider. They love the idea of a rebrand because there’s a renewal. They’re distracted by that which is shiny and new. The reality is that there is a lot of work involved in introducing your new brand to your customers. There is a serious amount of messaging that needs to be crafted to ensure they understand why you’ve done it and how it affects them.
Be clear about your reasons why you’ve rebranded – even transparent about it if possible. Consider what parts of the brand your customers will still recognize, and are still familiar to them. (Hello again, brand equity.)
You’ll have to manage this messaging on social media. And in press releases. Email marketing. On your website. If your site is part of the rebrand and has changed, do you need an online tutorial explaining the new user experience? Does your new logo need messaging to explain why it’s changed? What are the implications of the different communications your customers will be receiving? Don’t leave them wondering who you are and how you operate. Walk them through the new brand. It matters to them. Consider this part of the process before you rebrand and avoid uncomfortable surprises.
Whatever size and type of rebrand you’re considering, it needs to start with questions. Begin from a place of stakeholder alignment so you’re all comfortable with what you’re undertaking. The proper agency partner will be experienced enough to guide you through these considerations and the process on a whole. Do this methodically, and with purpose. Your customers, current and prospective, will thank you.