You’ve probably heard the term ‘glow up’ by now. You might have even used it to describe a project you’re proud of. And sometimes, companies need a glow-up. A makeover that refreshes a brand’s image to meet modern aesthetics or the changing customer needs is essential. This is re-branding.
Whether you have a small business or a huge one, sometimes a rebrand is the right move. Yes, it’s nerve-wracking to change your image, especially because you already have brand recognition with your customer base. But, if you’re thinking about rebranding just remember that some of the world’s biggest companies have done it with great success. So, jump in with our guide on how to rebrand.
What is a Rebrand?
We’ve established that a rebrand is a kind of corporate glow-up, but what exactly does that mean?
Through successful rebranding, companies change their voice or visual identity, and for the better. Normally, this change is gradual or subtle and can be something as simple as changing the font of the lettering on their logo. It may be an almost imperceptible color shift in their branding materials. At other times, however, the changes garner some wow-factor by taking a dated logo into current times, making the brand look more current and approachable for new customers.
Rebranding Categories
If you’re feeling overwhelmed, good news. There are only three main types of rebrands.
- Merger: Teaming up with another brand? Here’s to a successful partnership. In this style of rebrand, you’ll be making new materials that reflect the feel of the company with this reframed influence.
- Refresh: Think of this like putting a fresh coat of paint on your walls (and maybe in a slightly different color). You’ll have to update your entire brand kit, but not extensively, just to reflect this subtle shift.
- Rebrand: It’s okay to admit when something isn’t working, and if your branding feels off, do something about it. A full rebrand entails taking the branding materials you have now, tossing them in the bin, and going back to the drawing board. It may even mean giving a new name to your existing brand. This being said, it can’t hurt to keep a reference to your old brand design if you can, just so that existing customers recognize you.
Know When it’s Time to Rebrand
You may have a gut feeling when it’s time to innovate, but check those instincts against the list below.
- Your customers are changing: If you’re getting a new following or want to direct your brand towards a different target audience, you’ll have to think about what that new audience wants to see and feel from your brand.
- You’re switching things up: Whether you’re getting into new products or merging with another company, if your business is going through a major shift, that’s a good time to think about rebranding.
- The game has switched on you: If industry is changing around you, don’t just stand by and watch. Update your branding to reflect that you understand the new market.
Rebranding Strategies
When you’re ready to shake things up, consider using one of the brand strategies below.
- Change your logo: You don’t need to change everything about your brand. If the voice of your messaging is still relevant but the logo is starting to look dated, this may be the right strategy for you.
- Change your voice: Sometimes, you can successfully revamp your brand without even touching the typography or color palette of your logo. It may be the messaging that needs a refresh. Ask yourself if the voice of your brand represents the desires of your customers well.
- Make a new marketing strategy: A fresh, new brand look may also need to be accompanied by a new plan for positioning it in ad spaces, social media, and even print, if you’re old school.
How to Rebrand
If you’re ready to rebrand, but unsure where to start, begin with a solid plan. Here are a few key points to get your creative juices flowing. The rebranding process isn’t easy, and that’s normal. You have a product or service that you wish to share with the world, and your messaging around it is just as important to you.
- Why: Know why you are doing the rebrand and for whom. This means doing some soul searching on your motives and checking in with your customers to figure out what they want from you.
- What: No-one knows your brand identity better than you, so pin down your mission in a way that people can easily understand. Consistency is everything to branding, to make sure what you want to say and how. Ask yourself what the voice of your brand is. Is it hip and fresh or more laid back?
- How: Create a solid visual and written identity. Yes, this includes coherent aesthetics. Once you’ve pinned down your messaging, make sure it looks as good as it sounds. Stick to certain colors, fonts, and shapes. You can mock up your brand kit using Picsart tools easily.
- Get out there: Spread your new image as widely as possible, and if it’s a big jump, consider explaining why to your audience. If you’re completely rebranding your logo, for example, people probably want to know why. If this new logo was an important shift for your company, explain it on social media, your website’s landing page, and other virtual spaces. This is a great way to connect with customers. And, don’t forget to update your letterhead, business cards, and other marketing materials.
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