It’s easy to see why people often misunderstand the word ‘rebrand’. Most people would consider a name change, a new logo or different design to be a rebrand, but a brand is so much more than these visual elements. When people talk about “brand,” they often mean “brand identity”. A company’s brand identity is different from the company’s brand.
There are many reasons why a company might consider updating their brand; responding to competition and market change or going through a merger. Whatever the reason the rebranding process requires buy in from the top and a readiness to invest in the future. It’s about seizing every opportunity to express why people should choose your brand over any other. An effective brand strategy provides a central, unifying idea so that all behaviours, actions and communications are aligned. It’s about defining a competitive advantage.
Communication should be at the core of your rebranding strategy
A rebrand should be company-wide with careful consideration across everything you do. It should not be a quick makeover. Once you’ve committed to the process, focus on what’s important to the business and revaluate your core values.
Internal communications are often overlooked when it comes to unveiling a new brand. Your people shouldn’t be the last to know. Not communicating internally is bad for morale and will leave your team feeling alienated and resentful. Moreover, your team will be a key source of information as you plan your rebrand.
You should consider your people as an important audience. Communicating the vision of the brand is an opportunity to energise and engage your team around a new sense of purpose. Getting your people on board will improve your entire offering. This is what creates the real brand experience for your customers.
Telling your story to the outside world
Your people have been briefed and your new brand is embedded in your business; it’s time to tell the outside world. Make sure you have a solid plan and be clear and concise about why you’ve undertaken the process. Think about what made you rebrand, how you went about it, and what your hopes are for the future.
On a more detailed level, what stories can you tell about elements of your new identity, or how was the new name developed? Storytelling is a powerful way to market your business. It allows you to inject personality and, by connecting with your audience on an emotional level, will help build brand loyalty.
It’s unlikely you will please everyone and, if you do, it will mean your rebrand is insipid and unchallenging. Receiving a little backlash or negativity isn’t a bad thing. Most of us are programmed to be wary of change so you might need to allow people time to settle into your new look. So long as you reassure them that key products and services will remain steady, your customers will soon forget how the old brand looked.
Changing everything at once will help, don’t dither with a staggered approach. You want to minimise any confusion or sense of disruption caused by the change. Consistency is key.
How can we help?
It often takes someone from the outside to help a company tell its story. We help our clients speak with one distinctive voice. Integrated communications require that content and design work together to differentiate the brand. Language and communications are intrinsic to all brand expressions.
A successful brand launch will help you build trust, stand out from the competition and foster loyalty in your audience.