GUEST BLOG: Why and when you should consider a rebrand

As well as providing the latest tips and advice for companies to bolster their PR, it’s important we also hear from friends of the business to deliver their expertise.

So, we’ve tapped into the design dynamism of Doug Main, creative director at digital marketing agency The Bigger Boat, who has been leading successful rebrand projects for 25 years.

Here’s his advice as to when is the right time to consider an organisational refresh…

A rebrand isn’t a decision that should be taken lightly. There’s often a large cost involved – not only in the strategic and creative work that’s required – but also the expense of implementing a new identity.

Depending on the size of the business, this could mean overhauling a logo, website, uniforms, promotional literature, email and marketing collateral – to name a few.

Because of that, it’s recommended there should be a really strong and commercially driven reason as to why an enterprise wants to evolve its identity.

Rebranding to differentiate

Firstly, what are the key drivers towards reinvigoration? Is it that the firm has changed or experienced a period of growth that needs to be communicated visually to employees, customers and prospects?

Further reasons could be that the existing identity is tired, and it needs new life breathing into it. Whatever the decision to venture into such an extensive project, it’s vital to understand that a fresh feel WON’T fix everything – there’s so much more to it!

Approaching the challenge with a strategic mindset can ultimately differentiate the firm from its competitors, as well as influence brand perception and effectively communicate the organisation’s values.

With that said, here are my three top tips to takeaway:

1.Make sure you know what the brand is and stands for

A company has to explore its existing personality, values and the business’s ‘big idea’ if it’s to create an identity that’s fit for purpose.

Define exactly what’s changed and prompted the project in the first place and agree on the ultimate goal.

2.Take time and do plenty of research

To achieve that all-important competitive edge, is the company aware of what its competitors are doing? If not, now’s the time to find out! Knowing there’s something the firm can deliver differently can set them apart from others, but it’s also good to research and learn from peers.

There are lots of questions to ask so make sure no stone is left unturned – and that vital information can lead and influence creative exploration.

3.Involve key stakeholders

Never undertake this kind of project alone because it simply won’t work. Getting staff buy-in from the shop floor is a key building block towards a successful rebrand.

Don’t stop there either, if there’s a chance to bring in intelligence from customers and prospects, find out what they love about the firm and what they would change, this can be incredibly useful when pressing on with the impending ‘freshening up’. Use all the information available to inform a new identity.

These tips are only the top-level of the approach organisations should taken when launching a rebrand project. It takes time, consideration and communication to ensure the new look and feel is exactly what the business stands for – and what the audience will latch onto.

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