Rebranding your business is one of the most high profile and potentially stressful projects you can undertake, as well as one of the most exciting. Navigating the process successfully requires care and attention as people care about the identity of the company they work for/affiliate with. They often really care.
The process and journey that the rebrand takes you and your company is as important as the new logo because it defines you, what you buy, what you do, how you do it and what you believe. What could be more emotive than that?
As a rebrand is a very emotive and opinionated time we thought we would share a strange number of tips (we all love a strange number of tips) about how to make the process a successful and enjoyable one. This way you’ll get the most out of the rebrand process, create a stronger organisation and make it an exciting time for your company.
8 Rebranding tips
- Ask & listen – Everyone has an opinion on what the business stands for, what it does well and what it doesn’t so ask them. Do surveys, take vox pops, email suggestions, testimonials, interviews with your staff and your customers and let them know what others said. When you hold workshops and discuss these findings listen to the opinions of your key stakeholders as well. The brand is a collective idea it so it needs as wide an input as possible and people need to see what is said so they can come on that journey too.
- Not everyone will agree – Some elements of the brand will appeal to different types of audiences both internally and externally, accept this. Facilitate the discussion. Often the 2 positions will lead to something more interesting.
- Stand for something – A belief is more powerful than a product. Reconciling different products/offerings/audiences that seem impossibly different can be often easily reconciled by looking at the belief or feeling they share – Aviation, Healthcare, Farming, Digital and Energy Creation are all united by GE under “Imagination at work”
- You’re telling a story – We all love stories. People are 22 times more likely to remember a story than a fact. The story of your brand, it’s origin, it’s purpose, the colours, the photography, the composition of the logo all need to be told as story; to your stakeholders, staff and customers alike.
- Look to the future – Your brand values should state where you want to go as well as where you are now. A re-brand is a chance to repoint the ship. Use it.
- Link to your past – If you try and be someone you aren’t then your consumers and staff will spot it a mile off. Grounding your discussions, values, logo in what is really happening on the ground, your heritage and your history is difficult but needs to be done. Go back to your initial consultations at each stage and make sure what you are promising as a brand can be delivered.
- Look past the launch – The launch is just day 1. For a brand to be effective you, your employees, your communications need to bring the new brand to life otherwise the story won’t match the reality and that’s when brands fail. Keep it alive. Remind people. Hold training. Take feedback and evolve what you are doing constantly.
- Be different – Often competitors are held up as someone to emulate as they are the ones leading the field. If you emulate them you are letting them lead the field. Confidence is needed to zag when your competitors zig but all great leaders have confidence.
Most of all enjoy the change because “What’s Next?” always beats “What Happened?”.