Is your brand stagnating, has lost the spark, or needs a thorough shakeup? If so, rebranding may be the answer. However, it is a challenging process and you need to be ready for it. Equally exciting and challenging, rebranding requires a lot of commitment, patience, courage and investment.
What are the key steps in this process?
1. Define the “Why
Write down a list. Do a brainstorming session with stakeholders. Ensure you have all valid and correct reasons to rebrand. Be reminded that this strategic move is no “magic pill” to your brand problems. It is a serious decision that, if implemented wrong, can do more harm than good.
2. Ask your stakeholders
When you´ve successfully ticked off the first task, look at your business environment, both externally and internally. Get the full picture by conducting a variety of surveys that will provide valuable insights. The most crucial one being your current brand perception. This will further clarify any deviations between desired and actual brand image. Grasping the new brand and preparing for effective change will therefore be much easier.
The integral part of this process is also competitor analysis. Without it, you´re blind. Identifying competitors’ strengths and weaknesses and benchmarking them against your brand is the key strategic exercise. Uncover the differentiators and unique features and smartly position your brand on the market.
3. Define your brand philosophy
Behind every good brand is a great story (not a beautifully crafted logo or strong slogan) leaning on a powerful philosophy. A philosophy that connects with consumers both logically and emotionally. It sums up all audience associations with your brand. If you want them to be positive and aligned, it is essential that you define them correctly.
How do you create brand philosophy? Think about it as a character that people like and admire. Somebody charismatic that leaves a mark on you. And now think about what would his/her key message be, what values does this person stand for, and what is his/her mission? The more human and tangible it is, the more realistic will your brand philosophy be. This unique character will make it clearly and consistently identifiable inside and outside your company. Don´t forget to use the data from internal and external surveys.
4. Creating your new brand identity
You´ve done your homework. All the bases are covered, your vision and mission are fully drafted and your character ironed out to the last detail. It’s time for the next phase – to visually transform your brand and breathe life into it. This tangible form is represented with a new unique name, tagline, attractive logo and consistent visuals.
Start with the hardest – brand name
Your new name should be original, attractive, memorable and universally applicable. There are several ways how to go about it – you can: add or omit vowels, prefixes or suffixes to an existing word, merge 2 words, omit words altogether, create a completely new word in different languages.
The ideal name is simple, easy to understand and pronounce and does not create unwanted connotations in your market of choice. Usability is another factor to consider. The new name should be flexible enough not to limit you semantically in the future while covering your portfolio at all times.
Lastly, always check the name availability (so you don´t get into legal disputes). Meaning – review if it is not already registered by another legal entity.
The Dunkin´Donuts, hugely popular in America, decided to rebrand in 2019. To fully unlock the market potential and accelerate its strategic plans (including diversification to on-the-go food and beverages), the firm rebranded to simply Dunkin´.
source: underconsideration.com
Kick off the brand’s renaissance with the new logo
A logo and visual identity are the “glam face” of your brand. Redesigning a logo can be done in 2 ways: either you “only” modify your original logo, or you create a completely new one from scratch. Which option you choose is tied back to the reasons why you decided to rebrand in the first place. When redesigning visual identity, you need to zone in on typography and the colour scheme. Both need to be modified so that they correspond with the new brand character and support its consistency.
The extent to which you change the original visual elements will again depend on the needs that led you to rebrand (and subsequently answers the below questions):
- Do you want to reach new target audiences?
- Do you want to enter a new market?
- Do you want to expand/change your product portfolio?
A beautifully crafted timeless visual identity that considers consumers’ expectations is your main competitive advantage. It successfully underpins your business strategy while connecting with the target audiences.Matador, pre ktorú sme vytvorili novú vizualitu a inovatívne sound logo. Leading by example in this case is the iconic Matador brand, for which we created a new visual identity and an innovative sound logo.
The Brandbook is the essential tool for maintaining visual consistency. This brand manual encompasses the entire story – from defining core values, vision, and mission statement, to defining the positioning, to the tonality of the communication.
French carmaker Peugeot also jumped on the bandwagon of logo and visual identity redesign recently. The final logo is simpler, more minimalist and intuitive. It aims to elevate the brand perception to a higher, more luxurious level and aspires to support the vision of a global leader in vehicle electrification.
5. How to activate your brand online and offline?
Tell the story of your rebrand. You just finished a significant marketing exercise and you must let consumers know. Explain the reasons that led you to rebrand and invite them on a new exciting journey. A gentle reminder, don´t forget to cover all relevant media channels – both online and offline.
Launch an updated or fresh website. Keep the friendly UI at the heart of it. This online channel creates a new connection with your consumers, and it’s a powerful information source. Have you thought about a microsite that will introduce the rebrand and all the aspects of the new brand? If not, perhaps it’s time.
Also, tap into the immersive world of social media. The ideal place for fast and flexible interactions with your audience, allowing you to build valuable relationships. Lastly, harness the power of PPC campaigns and PR to get your message in front of a mass audience and bring your brand to life.
Final words…
Did we persuade you? Build a solid case? How is your brand doing? Are you ready to rebrand or still contemplating? Either or, we´re here to help. Why not get in touch and we’ll be happy to discuss your next big change.
