So, You Think You Want to Rebrand?

I’ve been recently working with a client going through a rebrand, and also had a conversation the other day with a designer about rebranding. It has reminded me of so many businesses I’ve talked to who want to “rebrand” but aren’t really prepared for what that means. Most think that means a new logo. Which is not necessarily the case. So, if you’re thinking about rebranding, creating a new logo, or telling a new story for your business, let’s get you prepared:

From the customer view, when thinking of entertainment options on a Friday night, it might look something like this in their brain. If you’re at the movie theatre, you’re not just competing against other movie theatres, but you’re also competing against live performing arts and Netflix. Do you appeal or differentiate based on price? Service? Selection? How does this thinking change your marketing strategy or brand story?

10+ things you should ask yourself before you contact a designer about a rebrand:

1. What is your goal of the rebrand? What are you missing now that you think a rebrand/new logo/new image will fulfill?

2. Has there been a major shift in your business / industry / customer that’s prompting it? Or are you just tired of your logo?

3. Are you ready to hear what customers and non-customers really have to say? Are you ready to listen?

4. If your customer’s mind is a filing cabinet, which folder are you, and which ones are you nearby? (Check out the photo caption for more on this.)

5. What is your timeline? Can you spend 2-6 months or longer on this project to get it right?

6. Who do you have helping you? Is this the highest priority and best use of your time?

7. What resources have you allotted to your rebrand after the message/story and visual identity is created? (Time and money)

8. Are you open to changing your operations, staffing, product line, distribution channels, or promotional/sales strategy if the new brand strategy requires it?

9. You can only influence your brand, not dictate it. Your customers ultimately determine your brand. Are you ok with that?

10. How will you measure the impact of the new brand?

What’s with all the questions? I just want to hire someone to create a new logo for me!

When I ask these questions of business owners or marketers, it’s not intended to scare them off, point out that they haven’t thought of everything, or get answers for all of them. The point is for them to really take time to think about their business and to set realistic expectations and goals of the project they're about to embark on.

Making the decision to change your business name, logo, story, or how you position yourself in the marketplace is a big one and can forever change the course of your business. It’s important to consider those questions, and it’s ok if you don’t have all the answers. Sometimes, taking a little extra time to think about it, talk about it, and work through your own assumptions and perceptions makes a world of difference in how you move forward. You may determine that a rebrand isn’t really what you need!

It’s also important to understand that you’re not doing this for you, based on your perceptions, to fulfill your needs. You’re doing it for your customers, because it will help them, because it will make more sense and be more relevant to them, because they are having trouble associating you with what you do, because there is dissonance (lack of harmony) in buying from you, meaning your brand promise doesn’t match the experience. Where there’s dissonance, there’s a brand problem.

So, you’ve thought about it, and you’re ready for a rebrand. Now what?

Here are a few simple steps that a client started with on a recent rebranding project:

• Talk to your existing customers. Is it easy for them to talk to others about what you do? Why or why not?

• Test your message with people you know, or strangers. Does it make sense them? Why or why not?

• Know your ideal customer. Describe them in detail as much as you can. If you have a couple of segments you want to target, prioritize them. You can’t be everything to everyone.

• Study your competitors, but don’t obsess. Know the folders in the filing cabinet and how they’re organized. Consider not just those with which you directly compete, but alternatives also.

• Research domain names. You don’t want to go through all this only to find that you can’t get a domain name that fits.

• Brainstorm, but with purpose. Let feedback, market opportunity, customer needs, and goals drive your brainstorm.

• Create a brand story. If your brand was a person, what would it be like? Describe it, give it a personality or characteristics that solidify your story. What should people feel about your brand?

• New name, message, tagline? Test it again. Ask people. Talk about your business with the new story/name - does it resonate? Do people get it?

• Give all of this info to a designer, or engage them in helping you with the previous points. They’ll have more questions and will work closely with you.

• Test your initial concepts with customers or potential customers that represent that ideal customer. (Remember, it’s not about what you ‘like’. It’s about what will resonate with your audience.)

• Consider digital and interactive uses of your identity, consider small and large options, consider simple and complex versions. Your designer will help you with all of this.

• Launching - what’s your plan to bring your new brand into the light? How will you transition your existing customers? How will you update your business operations to reflect a new name or new visual identity?

Need help?

Rebranding doesn’t have to be a nightmare, but it can easily become that without the right expectations, plan, or professionals in place to help you. If you’re looking for help with a rebrand, or you’re not sure if that’s the right move for you, give us a shout! Maybe we can help you find the answers so you can move forward. We also know a lot of great designers that can help if you’re looking for someone to work with.