What’s Rebranding?

Let’s start by defining what a rebrand is. Rebranding is more than just changing the name; it’s reshaping the vision of your company. In an effort to better embrace its core values and message to the consumer, it is basically the change of your industry’s name and graphic design. You might change your logo totally or partially, or you could even change the type of products you offer. 

No matter what, it will require a lot of work and attention to detail. So, how do you know if this is the right step? 

Here are 2 valid reasons. 

• You feel that your name or logo is outdated and doesn’t reflect your company’s values anymore.
• Your company has completely changed what it does in the last year.

These are valid reasons, but remember that rebranding is not easy and it will require a lot of work. These things take time and money; you could even justify it as an investment for your company. If you’re sure about this decision, here’s what you’ll need.

What You’ll Need to Rebrand Your Company

Before you even begin with changing the colors and logo, you must do the research. Being intentional about the new vision and mission of the company is vital. After establishing the core values, you must identify your target market with specific demographics. Understanding the message and who to tell your story is essential to your rebranding strategy. Define your mission, vision, and direction to gain the consumer’s attention. 

Here are important aspects to consider: 

• Time: Remember you will be redirecting a new message to your target audience. The biggest thing that you’ll need is time. You don’t want to bolt the process, as that can sometimes lead to a more poorly done rebranding.
• Money: Rebranding isn’t cheap, so it’s something you have to be willing and able to invest money on.
• Good Marketing: If you’re going to start rebranding your company, you have to think about how you will let people know that it’s happening; that means good marketing control and a coherent message across the board. Everybody must be on board with your new mission and vision both internally and externally.
• Be Patient: Rebranding will change who your company is, and it will take a lot of time for people to get used to the changes. You’ll have to be patient during this period, as you don’t want to lose customers because of unnecessary miscommunication.
• Creative Ideas: When rebranding your company, you have the chance to do something totally new and creative with your marketing. Use this to your advantage and consider your company’s strengths and opportunities. 

Your ToolBox for Rebranding your Company 

Other tools and concepts that you need to rebrand your company is: 

• Transparency, Understanding, Reliability: If you’re rebranding because people are no longer happy with your company or don’t see it in the same way anymore, make sure that’s clear in your marketing. When people see that you understand their concerns and take action, they’ll be more likely to trust you and give your company another chance.
• Combine The Old And New: If possible, don’t get rid of everything that was once associated with your company. Instead, keep what worked well while adding the new elements. That way, people will still be able to recognize it while you’re moving towards the future.
• Don’t Be Afraid To Go Back: This is also a valid reason, and if your rebranding didn’t work, don’t feel like you made a mistake in doing it at all. Remember that there’s nothing wrong with going back to what worked well for you before, and people appreciate knowing that they can trust you to do what’s best for them. 

Don’t Forget These Things!

You’re probably used to your current company and logo, but it’s important not to forget about these items during the rebranding process. These are all important parts of your company’s image, so make sure you keep them in mind as well.

• Your New Logo: If you do decide to change your company’s logo, make sure that the image you use is easy to read and makes sense of your company’s core values and vision. You want people to be able to look at it and instantly know who your company is.
• Your Website: People go online first when they’re looking for information about new companies; this is your chance to reach out and grab their attention. Make sure your website and all of its messaging have a cohesive feel and look to it, so customers know they’ve arrived at the right place.
• Your Colors: Although you may be tempted to change your colors in order to match your new logo or start fresh with something else, think carefully about the message you’re sending before you dive into the waters. If your colors are important to your company’s image, keep them how they are. Learning about color psychology is important in marketing.  
• Other Marketing Materials: Don’t forget about your product labels or any other marketing materials that you use. Keep them consistent with everything else so customers can recognize them at a glance and know exactly where they came from.

Taking the Next Step to Rebrand your Business

Hite Digital explores more in-depth details about Rebranding Strategies such as changing the logo, shifting brand positioning, creating new ads, and changing the brand’s voice. Hite Digital includes 7 key steps to the rebranding strategy. These are: 

• Reestablish your brand’s audience and market.
• Redefine your company’s vision, mission, and values.
• Rename your company during a rebrand.
• Reconsider your brand’s slogan.
• Rebuild your brand identity.
• Track brand sentiment.
• Plan a successful launch.

After careful consideration and research, you’re on the right track to rebranding your company with us!