Your brand is the cornerstone of your business know when to update your look, how and why.
The ancient Greek philosopher Heraclitus is famous for his notion that” “The Only Thing That Is Constant Is Change”. But even though this discovery was made circa somewhere 500 BC, it is still a challenge in the modern western world for some Business Owners to understand the values of rebranding or determine when and how to refresh their Brand Identity.
In an article for VIM Group, “The top ten reasons for rebranding”- Wendy Bolhuis explained:
“On average, organisations and brands change their corporate identities once every seven to ten years. This often involves restyling logos, colour palettes, visual language and the photographic style. In a small number of cases, the name of the organisation is also changed during this process. Although there is usually one main reason for making the change, the motivation behind a rebranding project is often a combination of several factors.”
so what is the value of rebranding?
Rebranding at its core is a chance to have a blank page again, the appeal for many businesses is that it gives you all the launch power of start-up company, but with the added benefit of an existing audience.
Beyond this rebranding creates multiple opportunities to grow, expand and diversify your existing brand or at the very least re-align your customers’ experience with your core vision and mission.
Whichever result you prefer, a fresh new look has the potential to generate great new levels of excitement around your brand and propel your business forward.
When is a good time to rebrand?
As mentioned in the VIM Group article, there are multiple reasons to rebrand, here are the ten highlighted by Wendy:
- When mergers, acquisitions and demergers are happening.
- When you are trying to Reposition your brand in a new market segment.
- Are you going global? Internationalisation, is a great opportunity to refresh your brand and maximise your reach potential.
- Are changing markets threatening your brand’s existence? Reinvent your brand.
- Made some big mistakes before? Nothing calls for a rebrand like a bad reputation
- Having conflict with stakeholders?
- Did you recently hire a new CEO; a new brand might help with the transition.
- At some point you might just have an outdated image. Does your brand follow current trends?
- Changing your brand portfolio for cost effectivity? Rebrand your image to house all acquired companies under one name.
- Further development of corporate identity. Getting to know your own brand better could call for a new look.
Okay, but how do I approach a rebrand?
The most important take away from Heraclitus’ profound revelation is that everything, absolutely everything is subject to changing at some point. This is a fundamental principle understood by trend forecasters in Economics and the Fashion Industry.
You have to keep in mind that people’s behaviours and needs are affected by changes in pop culture trends, politics, technology, social environments, nature, habitat, aesthetics, heritage, etc.
Knowing this can help you run your business with an open mind and have a clearer understanding of the consumer’s perspective. This way you can assess your market before you become “outdated” and keep ahead of the curve.
Anticipating changes your brand needs to take before it comes outdated.
There are numerous tips and tricks we can give you to build the ultimate brand, but sometimes it’s best to leave the tricky stuff to the specialists and just stick to the core ideals that would help you achieve the best results throughout the rebrand process.
So here are some key factors for you to focus on:
STEP 1: Get to know your brand again:
It is possible that you have focused on managing and growing your business so much that you might have forgotten your true sense of brand identity.
Measure your views against this quick Rebranding Checklist, and jot down the answers:
Why did I start this business?
What did I want to achieve in the beginning?
Have I achieved what I initially intended?
If Yes: what can I now do differently? What’s the next BIG goal?
If No: What do I still have to do or keep on doing, to achieve that goal?
What is my Vision and Mission Statement?
Do I still feel the same about my Vision& Mission?
If Yes: is your business currently still aligned with your core Vision & Mission?
If No: Define and implement a new Vision & Mission.
What do I like about my business?
What don’t I like about my business?
How do I feel about the look and feel of my current Brand? (Get input from key staff members as well).
What can my business live without? (What aspects of the business can be done away with)
What can’t my business live without? (What aspects of the business is integral to its existence)
What does my business need in the future?
STEP 2: Detach yourself from your brand:
This might sound counter intuitive considering we just asked you to answer a bunch of personal questions about your brand. But consider this for a moment: although the principles of the original owners of Blue Chip companies are still visible in their brand identities. Beyond the core ethos and vision, these founders have very little and some cases no involvement in their visual branding and marketing.
Why is this? Because they clearly defined their core vision for their brand and developed their brand’s own unique character, but they removed their personal feelings from the equation.
Why is this important? Having a clear brand vision & purpose is all your design and marketing team needs to build a compelling brand identity. Freeing your brand from your own personal sense of style and aesthetics allows the brand to flourish on its own.
Ideally a successful brand should reflect its original founder’s motives for creating it, but ultimately communicate its true purpose.
STEP 3: Hire the right people for the job:
Rolling out a new brand across multiple platforms is quite a process.
There are different dimensions and colour outputs for both printed materials such as signage, business cards, letterheads, as well as for various digital platforms: social media, websites, advertising, mobile devices, Word Doc templates, and even PowerPoint presentations.
Finding the right team to assist you through this process is integral. If you’re going to make the effort to refresh your look, it’s important that you collaborate with a team of creative professionals that can serve your exact needs.
We’ve also compiled a quick Reference Guide to help your business move forward, quickly and creatively. SIGN UP HERE to receive the free download.
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