Rebranding is all about repositioning your brand. There are plenty of reasons to do it: dated branding that no longer fits, a merger, going international, or simply fancying a fresh start. It can be small-scale (just the logo) or sweeping, with the entire brand torn down and rebuilt: from the name right through to the fonts. But how do you tackle a (full-blown) rebrand?
Before you start
Before you dive into a big rebrand and start throwing money around, it pays to sit down properly and get crystal clear on paper about what you want to achieve. Who do you want to reach with the new brand? When are you rolling the rebrand out? It is a long process that calls for a solid approach. This article is a great starting point. Feel free to add your own twists.
Your brand
Start by putting the vision of both your current and your new brand down on paper. What changes do you want to make? What does a rebrand actually add to, say, your goals? Dig out the old vision and give it a fresh coat of paint.
Listen to your audience
There is a give-and-take between a company and its audience. You offer a product or service, your audience takes it up, as long as it lives up to expectations. So do your homework on who your audience is and what they expect from you, and make sure you match those (new) wishes as closely as you can.
Is now the right moment?
Think hard about why the rebrand needs to happen right now. Bear in mind that working it all out takes time. There is quite a gap between the decision and the launch. Are you launching everything at once or in phases? Be critical, and let others weigh in on your reasoning too; they bring a different perspective.
So now what?
By now you know what you want to get across, to whom, and why you want to do it right now. Run it past a few colleagues once more, so you are sure you can back up every choice. After that you can really get cracking on the rebrand. You will work through this process in a handful of steps.
The process in six steps
Why rebrand?
Right at the starting line, pin down your motivation: why are we doing this, and what do the changes add? With clear reasoning you stand stronger, and your audience gets why you made the choices behind the rebrand. That makes talking to customers and other curious folks a whole lot easier.
You can't do it alone
A rebrand is not something you pull off solo. Bring in someone from marketing, design and/or communications for an outside, professional take. Involve your colleagues too: it boosts their buy-in for the brand and the company, and often sparks great ideas. Finally, appoint one person to keep an eye on the big picture.
A new name
Now it gets concrete. A strong brand name usually ticks these boxes:
- Simple & short: rolls off the tongue and sticks in your head.
- Lively, but not too jokey: dull is bad, but not everyone appreciates a gag.
- Timeless: a name that lasts is the one to go for.
- Unique: avoid getting mixed up with other companies.
Don't sweat it too much: it is mostly about the branding behind the name. Make a shortlist of options and spell out why they work. Rome wasn't built in a day, after all.
Do your brand research
Check whether your new name is unique via the BOIP Trademark Register and the KVK Business Register. While you are at it, check for an available domain name. When in doubt, a specialist won't go amiss: they gauge your odds of success and head off nasty surprises.
A new identity
With a name in your pocket, the rest of your identity gets torn down and rebuilt. Alongside the visual style, you revisit your core values: think carefully about what you want to radiate and make sure it shows through. Here too, an outside agency helps build your identity and visual style, provided you yourself are clear on your core values and future plans. The style has to make you stand out and get you noticed.
Online presence
These days you simply can't go without a website and social media. A new identity starts with a fitting domain name, ideally the same as your brand name. Next you have a website designed and built around your visual style, and you give your socials a makeover: new logo, new header, new info. That gets you a long way already.
Am I done yet?
Almost! With all the info and designs you have gathered, you draw up a game plan that gives structure to the final rebrand. Are you going phased or all at once? During the chosen window (almost) everything gets updated: social media, the website, invoices, business cards. Tell everyone (customers, family and even the bank) and for some press coverage, give the media a heads-up too. And don't forget to change your name at the KVK and other registers. Then you are fi-na-lly done.
Long process, huh?
You bet. But work through it properly and take your time, and the result will be worth it. With a small-scale rebrand you obviously don't need to run through every single step. Our tip: only go for designs and ideas you truly believe in. And do it together.
Fancy a rebrand but could use a hand? Totally understandable. KNALGEEL is happy to help reposition your brand. Over a nice cup of coffee, we'll think it through with you.
Written by
Laura Nijhuis