How to Rebrand a Business for the New Year
It’s a new year, which means businesses, brands, and individuals are rebranding. So, how to rebrand a business for the new year? If you are currently in the process of rebranding, and not sure where to start, these effective tactics will assist your rebranding process.
Embrace the Change
Whether we want it to or not, most things on the internet are forever. In some digital library, server, or hard drive there is a record of everything we’ve done online. Though this may be true, it doesn’t have to be an obstacle when rebranding a company.
By embracing the change, you maneuver your brand through a perception that it has been labeled or a bad public image. Eliminating these perceptions are possible by rebranding.
Rebranding with a Purpose
In rebranding your business, you are repositioning its placement in your audience mind. Similarly, it alters how your business is thought about, talked about, and maybe even what it does or offers. A new brand identity can lead to attracting new audiences for your brand.
How can this be done? There are several ways, ranging from large to small changes. An example: something as simple as changing the signature color of your business can seem small, but have significant impacts. A signature-color can help improve your brand recognition by up to 80%.
Though color can be the beginning of changing, rebranding can involve one or more the following options. It depends on what will serve your business.
- Visual Design
- Brand Personality
- Brand Mission
- Brand Vission
- Function
- Offerings
Automate Your Brand
Various strategies and tactics can be involved in rebranding. Digital marketing technology and tools are advancing every day, and utilizing these updates can be critical for your business — this where automation comes in.
So, what is marketing automation?
Marketing automation refers to software that exists with the goal of automating marketing actions. Such automation alleviates repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.
Automation can help any business stay ahead of the curve when used correctly when rebranding a business. Marketing automation can make things more efficient by taking smaller tasks, such as: posting on Facebook, sending out a tweet, and more. Moreover, this can allow you to focus on the critical aspects of marketing.
Time to Rebrand
If you believe it may be time to rebrand, you might consider the streamlining your focus. A clear understanding of your focus will better suit your business if you think:
- Altering your business function will attract more or higher quality customers
- Streamlining your concentration will improve your promotions
- Your business has become outdated
- The market is oversaturated
- The reputation of your business needs a restart
Communicating and Establishing Brand Values
We have moved past the time where your audience, and people in general, no longer wants to with faceless businesses. They prefer to interact with a brand that reflects their values. A brand that has a consistent look and impression to consumers across platforms can increase revenue.
A New Function for a New Brand
To undertake this particular avenue of rebranding comes with its challenges. These challenges can incorporate severe alterations as it can be a complete overhaul, which can be messy.
For instance, a corporate rebranding can include:
- Changing your entire function
- Removing and replacing staff
- Cutting tides with a certain clientele
When considering this form of a rebrand, make sure it’s something you will want to commit too. Function rebranding at mostly enacted by more prominent corporations that need a new branding identity.
A Focus on Design
A design rebrand is less severe but still can involve its challenges. Though, if done correctly, it is much simpler to accomplish. Every few years, you should be refreshing your brand’s image. If your company has continuously used the same visual elements to market itself for years, then it is time for a change.
Rebranding through design can c changing your colors, fonts, logo, and graphics. Completely transformation of design can utterly shift the brand’s perception to the world. This is where a brand style guide should be produced.
A style guide is a set of standards for the writing, design of documents, general use of logo, organization, or colors. A style guide establishes and enforces style guidelines for consistent branded communication.
When to Change the Design of your Business
Rebranding for the sake of rebranding is will NEVER turn out good. A successful rebrand must focus on its purpose to indeed be effective. When developing a new brand strategy, many businesses opt for visual as it the most prominent way to display a new style.
- A business changes their function and needs visual to match
- Brand Logo and visuals are outdated
- Your current brand needs a reputation redo
To be a successful online business or brand visuals are immensely valuable. Online marketing thrives of visual communications to reflect a brand’s message. If your website has a high bounce rate, it could be how your visual branding is expressed on your site. Research has shown that users will opt to stop using a business’s webpage if it looks unappealing.
Rebranding in Action
After deciding the why and how you will rebrand, then it is time to start the step to a rebranding process. A significant part of rebranding strategy is making sure that your audience and company are on the same page.
Make Sure Your Audience Understands
Now that know the how and why you want to rebrand, and which aspects of the company you want to alter or change entirely, the real work begins. Constructing a cohesive and living marketing plan will the next step. A rebranding marketing plan should inform your current and new audience why you made the change and who you are, now.
You have to be confident when presenting your rebrand design. People are creatures of habit and will be resistant to the change. To smoothly make sure you effectively communicate the changes of the new brand, ensure you update across any platforms your business is active.
For each business this is different – it can include your website, social media accounts, blogs, and emails.
To be a successful online business or brand visuals are immensely valuable. Online marketing thrives of visual communications to reflect a brand's message. Click To TweetBranding from the Outside In
It is vital that internal rebrand processes and procedures should line up with your new brand messaging. All outgoing marketing content has to be consistent in its messaging. This can be accomplished by not ignoring from within.
When your brand is doing something new, the business infrastructure, employees and operation are to be incorporated. Staff will need to be informed of what exactly is being altered and how that effects what they need to do. Doing this will allow your rebrand to be efficient and consistent.
Rebranding and It’s Benefits
Rebranding a company can work on a plethora levels as no two brands or rebrands are similar. It all depends on the necessities and goals of the business.
In some rebrand strategy a new logo, new visual rebrand, or complete reconstruction of a company can be necessary. Not all businesses and not every business will need each aspect, which is why this idea needs to be approached strategically.
Developing a rebranding process and steps will prevent blindly entering into a rebrand unprepared. This is never a good idea. As such, a thoughtful and appropriate procedure should be enacted for each situation.
Whether it’s a large or small rebrand, incorporating it into a digital marketing strategy, even the simplest changes can work wonders for a business.
If you are experiencing slow growth, unsatisfactory reach, or reputation issues, rebranding is something to consider. It can assist in revitalizing a brand, whether it is struggling or needs some retouching.
Need help determining your brand? Download my Brand Discovery Guide! This discovery guide will walk you through developing a brand identity, brand philosophy, and audience personas.
