How to Complete a Successful Brand Refresh
Establishing a brand that’s recognisable and loved is one of the most valuable assets a business can own. Through a successful rebrand, a company has the power to create a huge buzz in the industry. But you need to consider the criticalness of every step first. When it comes to rebranding, everything plays a vital role. From font to colour schemes and the clarity of the message you’re sending out – all of it matters.
Your logo is the face of your company. It’s a strong message about your brand to the world, so imagine the difference a simple change can make. Typically, the logo is the first noticeable asset a customer comes across. And as a graphical visualisation of your brand’s concepts, it pays to invest wisely!
So when should you consider rebranding? A brand refresh should be prepared if you’re moving beyond your initial target market, sales have significantly decreased or if the brand is no longer in sync with the latest relevant trends. Rebranding can also be a smart idea if your business has evolved and it’s time to rethink marketing strategies, if there’s a problem to be solved or if its associated with something that’s no longer meaningful or trustworthy. Here’s how to make sure your rebrand is a roaring success with a long-term focus on converting site visitors:
Do Your Research
Before any big company change, research is inevitable; but it’s amazing how many businesses brush over this step. Research should be conducted to determine competition and foster new relationships to assist with the rebrand. A brand refresh is the perfect time to reassess your audience and truly identify who your customers are. Make sure the new logo, colour schemes and message convey this.
Relevant market research will help to understand how your audience perceives the brand and how the new process will be taken. This will provide a solid benchmark on where to begin. A successful rebrand is all about giving consumers what they want; so it’s essential to evolve with their tastes and preferences so your brand doesn’t get left behind. Adequate research will also help to tackle marketing gaps, answer any questions and identify problems too.
Determine Your Mission
Define a branding mission your customers can trust by determining the value of what your business provides. This offers a purpose for the brand existing and helps to build it better and stronger than before. All parts of the rebrand from your logo, colour scheme, voice, message, tagline and personality should strongly reflect this mission.
Create an action plan of what it is you want to fix with a timeline implementing changes. Set clear goals to measure the short and long term successes of the impact to establish whether you’re putting your brand on the right path or not. It’s important to lay down all the facts at the very start of the process and make sure all key players are on board with the changes.
Hire an Expert
A successful rebrand is a big step for any company; even more so for start-ups. Hiring an expert to assist with the process is a smart idea because often you and other team members are too close to the brand to be objective. Hiring someone to serve as your brand manager will keep the rebranding process in check and offer a third person support system. Whether you hire them for a few hours or 3 months is up to you, but their unbiased opinion and trained professionalism will be invaluable for the early stages.
Strategise Your Announcement
A big mistake companies make during a rebrand is they forget about the importance of the announcement. With so much weight put on the actual rebrand, it’s paramount to inject effort into how you’re going to articulate the changes. Consumers don’t always care about pretty logos and names – they want to know how the rebrand is going to positively change their experience with your company. And it’s your job to give them this information.
A lot of people don’t like change too, so you need to strategise your announcement in a way that doesn’t leave valuable customers behind. Communicate why this change is better and make sure your target market is still going to get the parts they love about your company and brand, just with new and exciting benefits!
Follow Design Principals
Steve Jobs once said, “simplicity is the ultimate sophistication”, and he couldn’t be further from the truth. Whilst some complex designs can certainly make an impressive impact, find a way to say more with the very little. Some key design principals to implement include:
- Brand Positioning: Where smart design starts! Make sure your brand’s personality and core essence has a distinct place in the market.
- Colour Scheme: A brand’s colours can be as recognisable as the logo. Be careful with a complete colour scheme change as it can do more harm than good. Instead, consider extending the colour palette to add new dimension to your identity.
- The Endurance Test: Don’t build your entire identity around a trend that will pass soon. Utilise inspiration from classic shapes and ideas that have stood the test of time to form your own great design.
- Keep it Simple: Less really is more.
A successful brand refresh involves updating everything. Your company’s new brand should be applied to all forms of communication; website, social media, print materials, email marketing templates, signage, partner materials, brand identity materials and corporate swag. It’s a smart move to think about any intangible changes within the business too, for example; the way you talk about your products and services may need to adapt to the rebrand. Make sure you look into marketing automation software to save you time aswell. Ensure all staff are familiar with the changes to execute this properly too.
Utilise Social Media
Spread the word and keep your customers in the loop through relevant social media channels. If you’re going to change, you have to tell the story why and social media is one of the best formats to use for this. It’s a good idea to let your audience know that change is coming before it actually happens too. Post it on your social media, in the company newsletter and as a news feature on the website. This can also be used an effective tool to engage with customers in the lead-up to a rebrand to gain feedback and thoughts, and ultimately build a better relationship with them.
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White Chalk Road are a specialist Search Marketing Agency based in Perth, with over 20 years’ experience in the industry. As a Google Premier Partner, WCR specialise in SEO, Search Marketing, Advertising & Marketing Automation. WCR help Perth businesses, across both B2B and B2C markets, who need help being found online by their customers.
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