Strategy

Ready to Rebrand? Get the A’s to Your Most Pressing Q’s

Rebranding isn’t easy. Just ask The Rock, err, Dwayne Johnson. I mean, Dwayne “The Rock” Johnson?

There’s more to rebranding than simply slapping on a new name or logo and holding your breath while your new brand goes public. Rebranding is an art form (like acting or professional wrestling); and just like all works of art, creating a masterful brand means using the right tools, adapting a creative vision, and drawing a whole lotta clean lines.

Is my business ready to rebrand?

In November 2015, for example, when a Fortune 50 tech company split into two publicly traded companies, it had to paint the right picture for the new brand without losing equity in the market. After calculating each brushstroke and predetermining every movement, in the end, the results were beautiful.

Molding an established brand into something fresh and new isn’t always an easy decision to make. Rebranding is a huge endeavor, and, unfortunately, many brands walk into it blind about what it takes; so before you start searching for color schemes and tinkering with typeface, check out our answers to the most frequent rebranding questions:

When should I consider a rebranding? Any time your brand is splitting off into another entity, it’s a good idea to begin thinking about a change. Other prime opportunities for a rebrand include changes in your target audience, changes in your company’s philosophy, and even just trying to recover from a dated or negative image. Always do a brand consideration and awareness analysis before moving forward with a massive rebrand.

When does it make sense to stick with your current branding? Rebranding isn’t a guaranteed success; there are risks involved. If you have built equity in your brand and high consideration and awareness in the areas you want to be known for today and in the future, don’t rebrand — especially since rebranding is very expensive. This leads us to the next question…

What brand elements should be transformed? No need to fix something that isn’t broken. Rebranding doesn’t always mean tossing out the old to make way for the new. There are times when keeping aspects of the brand intact makes more sense; like how you might maintain name association when splitting into two companies by keeping the original brand name in both company names.

How should I announce the rebranding? The first thing to figure out: Can you tell a good story about your rebrand? The reason why you’re rebranding — at least the public version — is often just as important as the transformation itself when it comes to gaining acceptance. Then, since rebranding touches every aspect of your company, it only makes sense to utilize every channel possible when going public with your new brand. From social media and online advertising to print collateral and press releases: All are fair game.

How should I spread the new brand guidelines among my employees? Employee buy-in is huge when it comes to taking on a new brand identity. Plan for a full season of town halls and employee events while making sure to send out reminders via internal channels (company intranet, digital signage), email, and special internal digital microsites. Finally, you need to ensure new guidelines are being strictly adhered to. Put a plan in place to check that new branding is being used and follow through. It may require putting some resources toward the problem, but it’s worth it to protect the investment you’ve made in your new brand.

Do you need help rebranding? Contact us with your questions.

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