Rebranding - is it time for a change?
1st November 2018
It’s a fact of life that sometimes things need to change. Just like people, sometimes brands need a makeover to accommodate changes within the business and/or industry.
By definition, rebranding is a marketing strategy that aims to change the image of an organisation. Whether this is done with a new name, logo, message or a simple change in design, rebranding is about creating a different brand identity to set you apart from competitors.
Why should I rebrand?
We are here to help you identify exactly why your business needs a rebrand and help determine the type of rebranding that needs to take place to reach your desired goals. Although there is often one leading reason for rebranding, there can be a combination of factors swaying the decision. To assist you, here are some of the most common reasons your business may need a rebrand.
1. Your brand name no longer reflects your brand vision
2. You’re struggling to differentiate yourself from the competition
3. Your brand mission has changed
4. You’re undergoing a merger/acquisition
5. You need to disassociate from a negative/expired brand image
6. You’re trying to reach a new target market
What will it take to get my rebranding right?
If you’re contemplating a business rebrand, the team at Glow Creative are here to help. Whether you need us an extra pair of hands or to take the reins completely, we will work with you every step of the way to fulfil your business vision. To do this, there are a number of steps we follow to ensure the rebranding process is successful.
1. Establish the reason(s) why your business needs a rebrand
It may be one or more of the reasons we’ve mentioned above, or something completely different, but knowing why you need to rebrand will help us inform your strategy and make it a success. If in doubt, we will reach out to your customers to find out what works and what isn’t working for your brand and take a look at your competitors to determine what they’re doing, what we think is working and what isn’t.
2. Construct a definitive plan
It’s crucial that the rebranding process starts with a clear plan of action outlining exactly what it is you want to achieve. We advise in your research and brainstorm ideas to develop a strong brand identity that is in line with your new message.
3. Work with your employees
A successful business has employees that feel excited and energized by what they are working for. As such, it’s important that your employees are not the last ones to know about a rebrand. The last thing your business needs is employees that feel devalued because they were alienated from the conversation. We will work with you to involve them in the rebranding discussion to ensure that this is the case.
4. Get customer insight
We believe that getting your customers involved in the rebranding discussion will make the change as successful as possible. If you’re wanting to change the brand colours, ask them what they prefer. If you’re looking at a new logo, ask them for suggestions. By doing this, we remain confident in the knowledge that your business will keep its loyal customers happy whilst on the quest for new ones.
5. Appear cohesive on all platforms
When your business is present across a number of different platforms, it’s vital that your new brand image is everywhere. It’s no use having a revamped logo on your website but the old one across social media. All this will do is confuse your customers and make your business look disjointed. Social media pages, an email signature, business cards, online advertisements, websites – wherever your business appears, we will make sure it looks consistent across the board.
6. Don’t throw everything away
Rebranding is important, but that doesn’t mean every element of your business is worth getting rid of. It’s important that time is taken to assess what’s working, what isn’t and what could work better with a little reimagining. A successful rebrand isn’t just about creating the new, it’s about recognising whether to develop the old as well.
Glow Creative have the knowledge and experience to help you with rebranding, improving your communications and brand performance. We will bring focus and help you make decisions to evolve and rebrand to a stronger, more consistent future.
If you would like to know more, speak to the team today on 0191 375 3878.