Rebranding 101: The Ultimate Guide for a Successful Change

  • Date Published
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Here are seven reasons why investing in a rebranding initiative might be necessary for you.

Do your competitors have a marketing advantage over you? Are you not getting quality leads and closing sales? Does this mean it’s time to rebrand?

If you’re facing problems like these, taking a close look from the inside out can help you identify where the issues are and how rebranding can benefit your company. Here are seven solid reasons why investing in a rebranding initiative might be necessary for you.

Reason 1: Your Brand Is Not Futureproofed.

This is not the time to be sentimental — even the most iconic brands evolve. In fact, evolving with marketplace trends and keeping up with consumer demand is key to success. Smart brands look to the horizon to see where the industry is headed and make plans to stay ahead of the curve.

Reason 2: You Don’t Stand Out.

Multiple businesses are pursuing the same customer and proposing solutions to the same problem. Without careful consideration and self-awareness, these brands can start to look alike. If your brand no longer stands out amongst the competition, it’s time to rebrand.

Reason 3: Your Business Model Changed.

Have you recently streamlined your processes and for efficiency? Will that increased agility help deliver a better customer experience? Or have you become more environmentally friendly? Your external image should emulate these internal changes.

Reason 4: You’ve Changed Your Product Line.

If you’ve expanded your product offering, refreshed your existing product line, or changed how you deliver your products, your brand needs to reflect these changes.

Reason 5: Your Brand Is Tired.

Lethargy is the enemy of progress. If your employees are uninspired, that will be reflected in your customer service and the quality of your products. If everyone is losing interest, its time to breathe new life into your brand and your workforce.

Reason 6: You’re Involved in an Acquisition or Merger.

If your business is merging with another, acquiring companies, or spinning off to stand alone — it’s time to rebrand. These major initiatives are often a time of transition and uncertainty. It’s the ideal time to redefine your identity, define clear goals, and unify your workforce.

Reason 7: You’ve Suffered a Setback.

Setbacks happen. Many household names and iconic brands have suffered from negative publicity and needed a fresh start. If your business has suffered, a rebrand can help reinstate the optimism needed for your employees and customers to revitalize your business.

Once you’ve determined it’s necessary to rebrand, it’s time to lay the groundwork. Many entities tackling a rebrand are surprised by the scope of the project and the importance of incorporating an intangible asset during the change.  Here’s a checklist you can follow to ensure a successful project.

What Does a Rebrand Include?

A rebrand is more than a new logo and color scheme. It’s galvanizing your purpose and taking a unified approach toward a common goal, and it needs to be reflected within all touchpoints.

Digital assets:

  • Website
  • Social media
  • Email signatures
  • PowerPoint or presentation templates
  • Digital newsletter templates
  • Digital letterhead
  • Estimate and invoice forms

Other assets:

  • Store and office signage
  • Tradeshow signage
  • Branded giveaways
  • Printed marketing collateral
  • Business cards
  • Branded apparel
  • Branded vehicles

The most important intangible asset to evolve during a rebrand: Your culture.

Finally, the most important aspect of a rebrand is addressing your organization’s culture. Employees are your brand ambassadors, and they need to embody the new brand for it to be successful.

An effective rebrand is broken into a phased launch approach. Phase 1 is an internal launch designed to educate employees and generate enthusiasm, including distributing new business cards, providing new branded materials, and holding internal meetings to provide new information. Phase 2 of the launch is the external splash to your consumers, like email blasts, advertisements, and updating your social presence with your new identity.

Do you think you need to rebrand, but don’t have the time or resources to accomplish such a large project? The branding experts at id8 can help. From competitive research to concepting and design, id8 has successfully launched rebranding efforts across many industries. Contact us today to get started on your successful rebrand.