What is the process of changing a company’s branding?
If your business has been around for a while, then it’s more than likely that you will change your company’s branding. Evolution is inevitable – and changing your company’s branding can drastically change the way people view your brand. The power of branding is spectacular, you may not think it is, but your perception of a brand is all down to how it’s branded. A strong brand equals a strong reputation.
So how exactly would you go about changing a company’s branding?
The first step is reflection. Self-awareness is the key to success. There are some questions that you should keep in mind and try to answer before you go out and start rebranding. These questions are:
- Who are you as a business?
- What is it that you do?
- What is it that you would like to be known for?
- Why are you choosing to rebrand?
Depending on the size of your business will depend on how big a task rebranding will be. If you are a large business, then obviously rebranding is going to take a lot more than if you are a small-medium business.
Step 2 is research. Going into a rebrand blind isn’t a very good idea as you don’t know what works and what doesn’t. You may have an idea, however, you will need some confirmation.
Contact your customers with your ideas and see how they respond. Post polls on Facebook or Instagram, or even LinkedIn. Gather some idea of what people like and what works and what doesn’t. More often than not, this will spark more inspiration for the directions that you could go in.
What makes you unique? What is the nature of your business and what do you do better than your competitors? Try to use your USPs to guide your rebranding process. For example, here at Blue Whale Media, we pride ourselves on creating professional-looking websites and that is why we have decided to go for a simple & clean style for our rebranding. We’re not trying to appeal to everybody, rather we want to appeal to our ideal audience which is small-medium businesses.
Now it’s time to design. With all of the feedback from your research and the ideas that you’ve compiled with your team (or on your own), you should now have an idea of what kind of design that you’re going for.
Gather Feedback and Amend
Once you have gone through the design process, then you will need to gather some more feedback on the designs that you’ve created. The best place to start is with your employees, or friends if you’re a lone wolf.
When you have gathered enough feedback then you will have to make any necessary amendments.
Take your rebranding public
When you’ve made all of your amendments and you’re happy with your rebranded designs, then it’s time to take your new brand public! You will have to inform your customers that you’ve rebranded, otherwise, they’ll be confused. I mean, imagine if Coca-Cola rebranded and changed their signature Red to Blue without telling anyone. There would be bedlam. Let your customers know why you’ve rebranded and your plans for the future.
To conclude, rebranding can be necessary sometimes to keep the “spark” alive, if you will. Make sure that you’ve done your research and gathered enough feedback to be confident in your rebrand.