2019 marks a year away from a new decade, and what better way to start the decade right than with a rebrand? If you’re looking to initiate rebranding for your business, you need to focus not just on your brand name and brand identity. More than that, you need to put attention to certain aspects in your branding that may impact overall customer perception.
- Do you have a promise you want to follow through?
- Do you have plans based on your goals?
- Do you have plans to invest on research?
Do you have a promise you want to follow through?
You’ve most likely decided on proceeding with a rebrand because you want a change to happen in your company. This shouldn’t be your only consideration, though. It’s important to establish a new “promise” you want your brand to embody. This serves as your “core” message you will enact with your products, services, and campaigns.
- Identify why you want to rebrand in the first place: An important consideration to make when rebranding is to be very sure why you want to establish a rebrand in the first place. Two (2) main reasons to do this would be that, a.) you’ve grown too much that you’ve evolved into something away from your original branding, or b.) your exiting branding doesn’t meet your needs anymore.
- Find values to embody that reflect your branding: The most important aspect of rebranding is to determine new values you want to follow in the first place. If you’ve determined why you want a rebrand, just how exactly do you want to be seen? Determining this allows you to zero in on the kind of values you want to embody, and therefore the approaches you need to take to embody them.
- Stay away from a marketing initiative: When you rebrand, it’s important to remember that it’s not just a “marketing initiative.” Your marketing director shouldn’t be in charge of your rebranding. It should start from the highest level, as in the CEO themselves should embody these new values. A marketing initiative should be built after you’ve established your new brand, not the other way around.
Do you have plans based on your goals?
Once you’ve settled with a promise you want to pursue, you’ll be able to develop concrete plans based on your chosen goals. These plans range from marketing campaigns to products and services you’ll launch. Having this into consideration before fully proceeding with a relaunch enables you to give your campaign a concrete direction.
- Develop a way to embody your new brand: An important aspect of your rebrand has a lot to do with your execution. Rebranding can take a lot of steps that may branch out depending on your chosen approach. For instance, rebranding with a focus on customer engagement might have you focus on social media marketing or email marketing. If you rebrand with a focus on getting more sales, you may revamp your approach to gaining customers. When you do choose a way to embody your brand, make sure it reflects your brand’s new vision.
- Encourage your employees to be on board: You can’t fulfill your rebranding properly if not everyone is with you in the first place. It’s much better to have everyone contribute to the rebranding effort, so all of your employees feel as though they also embody your brand’s new values every step of the way. This also ensures you’re aware of how everyone can contribute to your rebranding effort.
- Establish a timeline: Another important consideration for your branding will be your timeline. You may have developed a good marketing strategy, but it will forever stay a “strategy” unless you find a way to fulfill it. When you’re all set with your approach to your rebrand, have a timeline and stick to it. A rebrand can take a long time to fulfill, so it’s better to be clear with what you want to achieve across your brand’s timeline.
Do you have plans to invest on research?
When you’ve settled with your goals and your intended processes to achieve them, you can start developing better plans on refining these methods. Before you launch your rebranding, you need to make sure you’ve done enough research and you have plans on investing on research in order to be consistent with your plans.
- Identify points of research: With your approach settled in the above considerations, remember to take note of things you need to keep track of or constantly research on. These include analytics on audiences and campaign goals, as well as developing technologies you can utilize in the future. Staying on top of these developments can help you position your brand for better growth in the long run.
- Appearances don’t always dictate the rebrand: When you rebrand, it’s not “just” about fancy graphics and new logos. This is definitely part of the design process, but this should come out from your branding’s purpose. For instance, if your branding has changed your company’s approach to your services on an emotional level, design should reflect that. Your design is a reflection of your branding “spirit,” which means it’s not just aesthetics alone but rather what it also represents.
Rebrand Your Business With The Right Considerations
If you’re looking to rebrand your business in 2019, it’s important to remember to focus not just on your aesthetics but your values as well. Focus on making sure your branding reflects what you have to offer to your customers, and the kind of brand identity you want to be remembered for in a long time. If you’re a local brand, you need to remember that your branding will have to stick with your local customers, which means considering what value you can be remembered for.