It’s a fact of life that sometimes things have to change. Logos and brands, just like people, also need makeovers. Some logos change after many years, while others change every 10 years or even less. Why? Let’s firstly explain what rebranding means.
Rebranding is the creation of a new look and feel for an established product or company. The usual goal of rebranding is to influence a customer's perception about a product or service or the company overall by revitalizing the brand and making it seem more modern and relevant to the customer's needs. So, don’t be scared of the changes. Rebranding is just another one marketing strategy on how to take attention of the audience and changes have always attracted attention. How to do it in right way? Simply keep these 3 points.
Find the reason / Find the goal
- Before you start something, you must have a plan. Why do you need rebranding and what do you want to achieve?
-You need to compete at a higher level or in a new market.
-Your brand no longer reflects who you are.
-Your firm is spun off from an existing brand.
-You have a legal reason compelling you to change.
-You need to simplify and focus your message.
-You have a new marketing team.
-You are launching a new service line.
-Your logo is not attractive/effective.
-Your business scheme has changed and you want to highlight it.
Research Your Firm and Your Target Clients
When you are clear on the reason/goal for a rebranding, the next step is to conduct independent research on your firm and your clients. If you are attempting to move into a new market, that research should include your new target clients as well. The goal is to have an objective understanding of your current brand perception and competencies.
Without this research, you will be operating from an internal perspective only. After all, we are all human. Without objective research, you will build a brand on false assumptions. Do market research, find out if the planned changes are of interest.
Build a strategy
If you already know what the problem is, what you need to change in your business and the survey confirmed your expectations – do it. What strategy to choose it depends on how big is your rebranding. If it's just about rebranding your logo, refresh the look of your website, or it’s the overall change in your business profile… This is the moment when you should ask for an expert. Properly chosen strategy is the key to success. Timeline, Budget, Key objectives, how to put the changes into operation… With all this and even more we can help you – FarAway Chill.