The brand of your business is a big deal. It’s your face, your voice and the way that you show yourself to your competitors, suppliers and customers. Every big brand across the globe that is universally recognizable is a success. McDonald’s with the golden arches, Coca-Cola have a specific typography that they use for their logo which makes it recognizable wherever you go. These two are just examples of the brand identity that your company should be aiming for. The thing is a lot of small businesses often either overthink their branding or don’t think hard enough about it. If you’ve been running your business for a little while now and you still aren’t breaking through the wider markets, then a rebrand should be on the top of your list.
Rebranding is a very tricky business with a lot of considerations – it’s not as easy as changing the logo or changing the font you’ve used across the board. The brand identity for your company is deeper than just the way the logo looks, and this is something that most business owners don’t realize – which is why things are failing in the first place! The time and money that it takes to rebrand a company isn’t something to be taken lightly, from the packaging supplies that you currently use and look to change, to the color scheme that your business is adopting to show off to the world. There are a few things that you should be considering before you go ahead and choose to rebrand; once you change, there’s no going back without you looking unprofessional. Here’s what you should do and what you shouldn’t do if you want to rebrand your company to success.
Businesses across the globe choose to rebrand for a lot of reasons, from a new person in charge, updating their image and even to move away from bad press. There are some out there, though, who think that rebranding ‘just because’ is a good idea. Every business has a goal, and when it comes to brand the goal should be to understand the reasons why before going ahead. If you’re simply bored with the way that your packaging or your logo looks, you need to decide whether the bigger picture is worth the change. Are people going to know who you are if you change your font? Probably not, because there’s no real reason for the changes. If the reason for the rebrand is someone stepping up and taking over the business from you in a managerial sense, then it makes sense to publicise your rebranding and get attention for it in the industry as something to watch out for. Doing this means that you gain attention, sales and recognition.
Speaking of the bigger picture, ask yourself what your brand is to you. Is it the font that you’ve chosen for your business name? Is it the packaging materials you’d like to change in the name of being more ethical as a company? A rebrand is a big job. Your website, the way that you describe your company and the culture of your company are all on the line with a rebrand, and everything that your customers will see about your company makes up your entire brand. There is a lot of power behind a rebrand, in the sense that you can change the way that you do things to match your new look. Take the time to think about what you want to offer alongside the changes that you make. Perhaps adding a blog to your website that gives your previously stoic company a more personal twist is a good idea.
The hardest thing for a strong company to gauge when considering a rebranding is how people around you are going to react to the change. People don’t like change; ask anyone who petitioned against the changes made to the McDonald’s menus and you’ll understand why! The way that your customers react to the branding changes that you make is going to be the deciding factor as to whether your branding strategy is going to be a success or a failure. This is where market research is particularly key and should be done months before your chosen rebranding date. Studying what people want is important, and you should make sure that you take the time to ask people what they think. Customers tend to believe that if the packaging of a product has changed, then often the product itself is what has changed. Thinking about the way that Tropicana once rebranded their juice cartons, and then swiftly switched back after customer backlash, you should be reassuring people that your product isn’t what is changing, just the outside. You can’t predict how people will react, but you can get as much data as possible about the proposed changes and understand what people want from your brand to make it as comfortable a change as possible. People will respect the fact that you took the time to even ask their opinion, and that can go a long way to further growth success for your business.
Knowledge is going to be the most powerful factor when it comes to rebranding your company. Understanding what is that you are rebranding, as well as why you are doing it is the most crucial aspect of the whole deal. A rebrand has to go beyond the look of your company and go inside it. You should consider that changing your color scheme and logo is a good start, but a rebranding only works if you are opting to change the way that your company does anything. If your strategies align well with your brand promises, then you can look forward to the right amount of success. Don’t hold that relaunch without doing as much research as is physically possible for you to do, and be sure that you won’t fail with your rebranding before you go for gold.