Rebranding can be tricky, especially if your business is established and has a history. Rebranding means overhauling your company’s goals, message, and culture — not just its logo. We thought we’d share some tips that can help ensure a successful rebranding effort. Before you rename, rethink, or redesign, take a minute to review this checklist.
4 Tips for a Successful Rebrand:
1. Know WHY you’re rebranding.
Does your brand accurately reflect your values and what you do? Has your audience or your industry changed over time? Is there a new product or service that represents a significant shift in your offering? Do you stand out among your competitors, and if not, what makes you truly different? Knowing the answers to these questions will help you determine whether a rebrand is necessary and if so, how to develop your rebranding strategy.
2. Know your customers.
Consider doing some focus groups to discover (or confirm) your customers’ views, their needs of your company, products, and services, and what differentiates you from your competition. Keep communication open-ended to gain feedback that reveals additional opportunities. Do your research to understand the needs, habits, and desires of your current and prospective customers so you won’t be guessing what they want—you’ll know what they want.
3. Engage your stakeholders.
This includes your leadership, staff, and board. Let them know why the company is rebranding and build enthusiasm for the process! Getting their buy-in can mean the difference between success and failure. Consider surveying your internal stakeholders at the beginning of the process to hear their ‘on the ground’ feedback regarding gaps that need to be addressed. When the process is complete, create a brand guide and train the staff and board on key messages and design-specific details so they can articulate what your brand stands for. Appoint a person with oversight for the brand to answer questions, approve materials, and provide feedback in addition to training newly-hired staff. Even as you make changes, educating stakeholders makes them ambassadors for your brand and keeps it consistent.
4. Beware the details.
When creating a new logo or name, be sure to work with professionals, including an intellectual property attorney, to ensure domain and trademark availability and eliminate possible conflicts. If you sell internationally, educate yourself on different countries’ guidelines that may include requirements for multilingual packaging. If you are a specialty food company, be sure to hire designers who are experts on the FDA’s labeling and nutrition guidelines.
Debra Lamfers is principal of Lamfers & Associates, a branding and design firm located in the San Francisco Bay Area. For more than 15 years, L&A has been developing brands and creating award-winning visual identities and packaging for housewares, specialty foods, technology, and healthcare clients. To learn more visit www.lamfers.com.