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What is Rebranding Really?

Rebranding is Not Just a New Logo

Most people think of a new logo or maybe some new colors when they think of a rebrand, but that's just a refresh of the brand you've already got.  A rebrand restructures your entire branding story from the bottom to the top.  It includes the why of your business, which means reevaluating everything you've thought about how your business interacts with the world.

Before We Rebrand What is a Brand?

So if a brand isn't just your logo, what it is? A brand is the essence of how your business is seen by everyone including your clients, customers, and employees.  It includes words, images, and most importantly, emotion.   It is that emotional response that is the core of your brand.

There's a lot of pieces that go into creating that emotional response.

  • Brand Archetype
  • Name
  • Logo
  • Tagline
  • Colors
  • Fonts
  • Word Bank
  • Style guide
  • Brand guide
rebranding showing someone staring at a wall of notes.

Where should I Start With Rebranding?

A good rebrand needs to be strategic from the beginning.  Why are you doing this?  Is it to modernize, or to reposition yourself in a changing market? Has your competition changed?  Is it because the data shows your target market has stopped responding to your brand proposition? A rebrand is a big deal and if you're just doing it because you think you should, you shouldn't.

If you are ready to rebrand, start from the beginning. You can take our free brand archetype test to expand your horizons and get the juices flowing.

Listen in to our podcast to learn a little more about rebranding:

rebranding showing vintage blueprints and a compass.

How to Successfully Launch Your New Vision

Creating a new brand should be a careful and strategic process. Start with research on your target market.  Who are your clients/customers/people?  What do they need, and where are their pain points?  What do you want people to associate with your business? All these questions will help point you to the key messages you want to get across.

Once you know where you're going, make a map to get there.  A mobster's jailbreak doesn't happen in a day, and neither is your rebrand.  Set a timeline so that you know when you're going to be making decisions, creating materials, and launching your new brand.

Now that you've done your research and made your plan, finally, it's time to get creative. You'll want every aspect of your rebrand to come back to your key messaging. Your name, tagline, copy, colors, fonts, logo, website, and social media should all be involved.

Part of this process is thinking about the voice that you'll bring to your new brand. How will your business speak to your customers? Will you be more formal or more conversational? Tie this back to your target market, your key message, and your brand archetype to really shine.

Consistency is key for a successful rebrand. Make sure you have a plan for rolling out your new brand across all media platforms. Creat checklists and know who is responsible for all key messaging.

Don't forget to follow up and get feedback on your rollout both internally and with your customers. Look at your social media and website analytics to get a feel for your customer response. Don't be afraid to ask! Polls on your new look are a great way to drive engagement while also getting useful feedback.

Now You're In the Know About Rebranding

Now that you've got a better understanding of what it actually means to rebrand, you know it's a big deal.  Most businesses don't start out having strong messaging and consistent branding.  A rebrand can unify your messaging and give you a chance to think about who you are and what your business has to offer.

If you're ready to rebrand, we've got you.  We know words matter, and we can make yours shine.

 

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