In the wake of Google’s recent logo change, it seems everyone is jumping on board the rebranding bandwagon, revamping, retooling and repositioning their businesses to better target a more modern digital audience.
But rebranding isn’t as simple as hiring a graphic designer, whipping out a new logo and changing your company motto. It’s an extensive, step-by-step process that should be developed and executed with the utmost strategy in mind.
Are you looking to rebrand your business? Here’s a guide to getting it done:
- Start with research. Conduct surveys with past and current customers, as well as other professionals in the industry. Get an idea of what works with your brand, what doesn’t, and what its reputation is. Also take time to learn about your customers – their likes, dislikes and needs. With all this information on hand, you can better understand the direction your brand needs to go.
- Develop a brand story. Overall, what do you want your brand’s story and message to be? How do you want customers to feel with then interact with you? What role do you want to play in your industry and in the world? Make sure you talk to employees when developing your brand story. They need to feel as passionate and excited about it as you do.
- Translate that story. Bring in your department heads, and translate your brand story into real, strategic efforts in every part of your business. Work it into your sales process, your packaging, your logo, your website, your customer service and any other element of the customer experience you can think of. Make sure your brand’s story is obvious and apparent every step of the way, from start to finish.
- Be consistent. Get the whole team on board with your new brand position, and make sure every department, employee and manager knows how to work that new brand into their everyday work. You don’t want any second-guessing or faltering. Commit to your new brand, and your customers will too.
- Test it out. Once you’ve rebranded, go back to square one, and do some research. How have people responded? Have sales been impacted? What do customers think about it? There’s no harm in retooling your brand yet again, if it means a more effective, profitable business. Keep at it until you get it right!
Remember, rebranding isn’t immediate. It’s take a lot of time, forethought and effort, and it’s not something you should rush into or hurry along. Make sure the timing is right and that your whole team is on board before jumping in, and if you need guidance or help along the way, contact the team at Haley Brand Intelligence. We’ve helped hundreds of brands reposition themselves and their businesses over the years, and we’re here to help you too.