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Block 81 is a design studio producing beautifully crafted websites and brands for independent businesses and startups.
April 25, 2018
Rebranding your business can serve as the perfect way to introduce a new line of products or recover after a marketing disaster.
However, it’s not always easy. When you’ve based everything around your original brand, it’s hard to create something new that helps you reach your target audience.
With careful planning, you’ll uncover an even better version of your brand. Plus, a rebrand could be just what you need to help your business grow faster.
Rebranding your business isn’t something to take lightly. It’s not like posting a quick update on social media. This new brand affects every aspect of your business. The first step is to carefully consider why your business needs rebranding.
For instance, maybe you want to stand out more from the competition or appeal to a new audience. The reason behind the new branding affects how you proceed. If you’re trying to stand out more, you’d want to take a look at how your current branding seems similar to your competition and do something different.
After defining your reason, it’s time to create a clear purpose. This is where you set a goal that you want your rebranding to achieve. For instance, if you’re targeting a different demographic, you’ll want to ensure your new brand appeals to what’s important to them.
Rebranding doesn’t have to mean a complete overhaul of your brand. For instance, a company trying to target a greener audience might change their logo and slogan as they introduce a new eco-friendly product line. This partial rebranding works well for that purpose.
A complete rebranding means adjusting everything from your products to the tone of posts on social media. Everything needs to be updated to reflect the new tone of your brand. Otherwise, customers might not realize anything’s different.
A rebrand could be just what you need to help your business grow faster.
One of the main purposes of creating a brand is to build a relationship with customers. You work to create a recognizable personality that’s unique to your business. That personality also has to have its own values and purpose. This is what your customers relate to.
If you want your rebrand to be successful, start by changing your mission statement on your website to reflect your new personality and values. This is where customers are going to look to see if your brand really has changed or not.
This is one of the hardest parts of rebranding your business. Just think back to how hard it was to settle on a logo and color scheme the first time. Now, you get to do it all again. This means choosing a new logo (which can be similar to your old one), new colors, new profiles on social media, website overhaul and new marketing materials.
Take your time with the redesign portion. These are the things your customers see and interact with. If they don’t reflect your new values and purpose, your rebrand could fail. Instead, take it slow and ensure you’re creating the perfect brand for your target audience.
Out of everything, this is the single most important part of a successful rebrand. Get feedback every step of the way from experts, people that represent your target audience, employees and anyone else who might interact with your brand. Think of it as product testing. You don’t just build a product and release it without any testing, right?
Do the same with your rebrand. Create a testing group and see how people react to your changes. The last thing you want is to see all your hard work end in disaster. Testing throughout the process helps you work out any bugs in your plan before you introduce your new brand to the world.
You might second guess yourself and wonder if rebranding your business is even worth it. If you’re doing for the right reasons, yes. In fact, rebranding has helped many businesses, both big and small. If you need inspiration, check out the examples from Business Insider, INC and The Guardian to see how brands like Apple, Lego and McDonald’s used rebranding to go from near failing to highly successful once again. Need inspiration from smaller companies? Take a look at the branding work we did for some clients.