Rebranding your business isn’t the first choice for many companies, but, it could be the perfect opportunity to relaunch you into the limelight and garner some much-needed spark back into your marketing, boosting business awareness, highlighting your products or services and putting you back on the map. Here we look at why a business rebrand could be just what your business needs.
Designs and colour schemes that went out of fashion in the 90s
Do you remember the wallpaper, carpet and even soft furnishings with patterns in oranges and bold colours, dado rails, wallpaper borders, and wood cladding? They were great in their time, all the rage. But, you wouldn’t dream of still having them now. No doubt they were ditched from your home many moons ago for a more modern, slick and contemporary, laid-back look.
Brand identities often have the same issue. Their logo, company colours, styling, fonts and much more were bang on trend, just that was back when the business was launched. And, they haven’t been touched since.
Why do so many companies hang on to their dated style?
We like what we know, most of us hate change and so it is the easiest route to simply leave things be. There is no perceived damage to keeping them as they are. There are no negative comments about your out-of-date logo and so you carry on as you always have. It’s just easier.
Another reason is the fear that slightly mixing up your brand will suddenly mean your clients will recognise you, they might jump ship, not like the fact you are changing and embracing new things. This is a completely valid concern, one shared by many small business owners. But with the right plan in place, this can actually be a fantastic opportunity to connect further with your existing clients. Instead of alienating them, imagine them being keen to help you and excited to do so! More engagement not less.
They may fear that so much of the business is tied up in the existing branding it will be a huge job to migrate to a new brand identity. It would be wrong to deny that a brand redesign can be a meaty project, but there is no law that you have to do everything in one fail swoop! It’s all in the planning.
Simply replacing the old with the new the next time you order a batch of brochures or work uniforms etc. Start with the quick and easy areas first, digital assets etc these are quicker and easier to update. Tangible assets can be upgraded in time.
But, by planning and communicating changes internally and externally there is no confusion or surprise as these changes gradually take place. Try setting a date in the future perhaps even 6 months away when you will have the new brand fully embedded across the business and then plan backwards from that date with the milestones of smaller opportunities to progress towards your end goal.
What could a relaunch do for your business?
Publicity!
A rebrand is the perfect opportunity to get in front of the local or national press. Remind the world who you are and what you do.
Demonstrate you are up to date.
An older style image, font etc can leave you giving the impression you are dated. If your image does that, subconsciously at least, your potential clients will question if your business is at the forefront of your niche or industry. Upgrading to a more modern design will drag your company into current world times, enable your business to appeal to a wider range of prospects and showcase your understanding of what people want.
Have you always hated the workwear your team has, been disappointed with the logo or envious of a competitor’s style and even messaging? Now’s your chance. With a full brand review, you can look at the visual aspects of your graphic design but also your messaging tone, the language you use and the way you communicate. You have carte blanche to mix it all up.
A word of warning
It is one thing to do a slight upgrade to your logo, which can be relatively quick and straightforward to implement. However, if you are changing the way you communicate either internally or externally with prospects, customers and stakeholders then you may require a little more planning to ensure a smooth transition. An important area that can be overlooked is the requirement to educate your staff. Ensure they have the answers to your client’s questions, the language to accurately express the reasons to them and essentially they must understand when and how to utilise the new branding, messaging etc. Having a team that is not on board with the changes, with some continuing in their old habits with others embracing the new ways, can be confusing to clients who are on the receiving end of the mixed messaging.
A rebrand is an exciting time to reinvigorate your business, put the spark back and garner attention in the market. Here are some additional points and information to consider when contemplating a business rebrand:
Reflect changing market trends:
Over time, industries evolve, and consumer preferences shift. A rebrand allows you to assess whether your current brand image aligns with the changing market trends. By staying in touch with your target audience and understanding their evolving needs, you can adapt your brand to remain relevant and appealing.
Reach new target markets:
A business rebrand can open doors to untapped markets. If your current branding is limiting your reach or not resonating with a specific demographic, repositioning your brand can help attract new customers. By conducting market research and understanding the preferences and aspirations of your target market, you can reshape your brand to better connect with them.
Differentiate from competitors:
In a crowded marketplace, a distinctive brand identity can set you apart from competitors. A rebrand allows you to differentiate your business by highlighting unique selling points, values, or a fresh perspective. By clearly communicating what makes your business special, you can attract customers who resonate with your brand’s unique offering.
Adapt to technological advancements:
Technological advancements have revolutionised the way businesses operate and engage with customers. A rebrand provides an opportunity to align your brand with the latest technologies and digital platforms. This may involve updating your website, optimising for mobile devices, incorporating social media strategies, or leveraging new marketing channels.
Showcase growth and evolution:
As your business grows and evolves, your brand should reflect those changes. If your current brand no longer captures the essence of your business or if it feels outdated, a rebrand can help communicate your growth story to stakeholders, customers, and employees. It demonstrates that your business is dynamic, forward-thinking, and ready for the future.
Improve brand perception:
Perception is crucial in the business world. A rebrand can help enhance how your business is perceived by the market. By refreshing your brand’s visuals, messaging, and overall identity, you can project a more professional, credible, and trustworthy image. A positive brand perception can lead to increased customer loyalty and attract new opportunities.
Enhance employee morale and engagement:
A rebrand can also have a positive impact on your internal culture. Involve your employees in the rebranding process and communicate the reasons behind the changes. This involvement can boost morale, foster a sense of ownership, and increase employee engagement. When employees are proud of the brand they represent, it can translate into better customer service and overall business success.
Strategic expansion and acquisitions:
If your business is undergoing expansion or has acquired new entities, a rebrand can help unify the different parts under a cohesive brand identity. This creates consistency and strengthens your position in the market. It also enables you to align all aspects of your business and convey a unified message to customers and stakeholders.
Spark innovation and creativity:
A rebranding process often requires creative thinking and brainstorming sessions. It can serve as a catalyst for innovation within your organisation. The process of reimagining your brand can inspire fresh ideas, encourage experimentation, and ignite the creative spirit of your team.
Reinforce core values and mission:
As your business evolves, it’s essential to revisit your core values and mission. A rebrand offers an opportunity to realign your brand identity with these foundational elements. It allows you to showcase your commitment to your values, emphasise your purpose, and reinforce your mission. This reaffirmation can resonate with both existing and potential customers who align with your brand’s principles.
A business rebrand can be a strategic move to revitalise your business, adapt to market changes, and connect with your target audience. By carefully planning and executing the rebranding process, you can effectively communicate your brand’s evolution.
Find out how Red Box can help you rebrand your business – Let’s Talk