If you’re thinking about refreshing your image in the New Year, a rebrand could be just what you need. Rebranding is the act of changing the image and messaging of an organization. While breathing new life into your brand may seem exciting, it shouldn’t be taken lightly. Rebranding is a demanding project requiring much time and money, so ensuring the effort is worth the outcome is essential. On the other hand, if done well, a rebrand can result in a whole range of benefits, including better aligning the brand with its target audience or emerging trends, giving the brand a chance to start over, or creating a more cohesive corporate image.

Why Rebrand?

Each rebrand comes with nuances and challenges; every company has reasons why a rebrand is worth it. The reason might be that the brand image and messaging are outdated and need a refresh to keep up with the times, or maybe leadership is looking to take the brand in a new direction, give it an advantage in the market, or better align the brand image with the company’s latest flagship product.

Some businesses have more serious reasons for rebranding. The brand may need to move forward in a new way and rebuild trust with consumers after a crisis. Changes to business structures, like going through a merger or adjusting the leadership team, often require rebranding.

What are the Elements of a Successful Rebrand?

A New Logo & Image

A brand’s logo and image, including color palettes, typography, and assets, are often customers' first experiences with a brand. In other words, making an impact and establishing a compelling visual identity is essential. It might seem like a breeze to switch a few colors out and design a new logo, but it’s critical to take the time to plan, keep future goals in mind, and assess how the new brand identity will impact the brand and perform in the real world.

Research is key during this phase. Looking into color psychology, competitors, and the interests and behaviors of the target audience is essential. Here are a few questions to help you simplify the process of creating a new brand image and logo that will drive results:

• What are the current design trends?
• What are the emerging design trends?
• Does this logo match the intended brand identity and messaging?
• Is this logo appealing to both existing customers and the new target market?
• How easily can this logo be adapted if the organization changes?

New Brand Messaging

You must create clear and compelling brand messaging to accompany your new logo and image. Brand messaging is an overarching term that encompasses multiple brand components, including brand voice, copy, and the mission and vision statement.

Firstly, you’ll want to decide the voice of your brand. In other words, does the brand give off a lighthearted and casual or serious and professional feel? It might be the same, or you might need to adapt it to appeal to a new target audience. For example, if the goal is to get the brand to appeal to younger customers, you’ll want to switch from a professional brand voice to a more trendy and casual brand voice. Be sure that the voice you choose helps customers perceive your brand as intended.

Next, you’ll want to look at your mission and vision statement. Here’s where to clearly outline what your brand stands for and where it’s headed. It’s a good idea for most rebrands to address the rebrand in this area of your website, just like Starbucks did here. This is your opportunity to establish, maintain, or rebuild trust with your customer base. Instead of pulling a rebrand with no explanation, being transparent and communicating what to expect from the rebrand can go a long way.

A New Name & Slogan

It’s common for companies to go through a name change after a merger, leadership change, or other organizational change, but keeping up with trends, choosing a name that stands out to consumers, or simply creating a fresh image are also valid reasons. Your brand might use a shorter version of its name, like the Dunkin’ Donuts rebrand to Dunkin’, shorten the name to an acronym, create a spin on the existing name, or use a completely different name that better aligns with the brand’s goals.

The Final Audit

A successful rebrand involves more than switching out a few visual and written elements – it requires consistency. To ensure that the new brand completely replaces the old, it’s essential to audit all existing assets, channels, and anywhere your brand might appear, including websites, signs, landing pages, social media, business cards, marketing collateral, and partner channels. Make a list and check it twice – attention to detail will go a long way in making the brand appear professional and reliable as it goes through change.

The Launch

It's time to launch once you have all your ducks in a row. People inherently resist change, so this transition must be seamless for your customers. Besides creating a press release and reaching out to contacts in the media, the rebrand should be announced across all social media channels, email, and the website. Designing new ads that convey your brand revamp and what to expect from it can help the brand connect with the new target audience while reassuring existing customers. The goal is to excite customers about the rebrand and instill confidence in the brand’s ability to deliver quality results.

AlphaGraphics Can Help Execute Your Rebrand

Our team at AlphaGraphics is experienced in everything from creating a new logo and choosing new colors to creating the marketing collateral and even the sign that hangs in front of your building. Before you invest in rebranding efforts, give our team a call. We can partner with you to save time and money and build a brand that speaks to your audience.