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Ideas for Successful Rebranding Strategies

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Time for your business to head back to the drawing board? The act of rebranding, or changing the image or message of an organization to promote growth, can be a good idea for many reasons. No matter how big or small the actions you choose to take to implement a “rebrand” are, it’s crucial to have a clear strategy in mind to empower the initiative as a whole. Check out our ideas for a successful rebranding campaign along with a few examples of companies who truly hit the mark.

Prioritize the planning phase.

When creating a successful rebranding strategy, it is important to consider some key questions first:

  1. What are the reasons behind rebranding the company? This should be clearly communicated to your existing customers throughout the rebranding process.
  2. How will the rebranding change your brand’s identity? This is important as it will visually determine how your brand is represented through updated brand guidelines – including but not limited to, business name, mission statement, color palate tagline, employee email signatures, business cards, collateral, etc.
  3. Are there other considerations to take into account with the rebranding? For example, will you be providing new/additional products or services? Are there new target audiences to consider? Will the rebranding change your messaging and positioning? If you answered yes to any of the questions, you will want to also create or adjust your current marketing strategy to support the changes to your brand and determine how to roll out the rebranding across your physical and digital presence.
  4. What is the timeline for the rebranding and what tasks will need to be completed throughout the process? Figure out when you want to make the rebranding official and work backward to define key due dates and milestones to hit along the way to make sure all your ducks are in a row.

– Hannah Taylor, Director of Production Services

How to maintain a website

Rebranding is about getting to the core of how your company is perceived by existing and potential customers *today* coupled with your company’s goals, values, and mission. It’s important to pinpoint who it is that you’re selling to so you know how to market to them. Something that I find really helpful is crafting personas of two very different customers that you’d like your business to appeal to. This serves as an important guide as you figure out what sort of branding will bring that customer back again and again. It’s important to spend time considering all the facets of your business and where you want it to go. And in some ways it’s also about getting back to basics: what products and services are at the core of your business? Working through these questions will allow you to hone in on your brand identity, allowing it to shine.

– Samantha Dzirko, Web Performance Specialist

Establish the purpose behind your rebranding.

Stay true to you and your mission! Rebranding doesn’t mean throwing everything you had been doing out the door just to give you a whole new look and feel. Consumers want consistency – if they notice you’ve changed too much and have done a complete 180, they’re less likely to stick around. Don’t rebrand just because you want a new ~aesthetic~. Rebrand only when it makes sense. Your business has grown, you’re evolving, or you’ve opened the door to new services being offered. If you’re rebranding and need help with redesigning your website, you know who to call. 😉

– Rebecca Howard, SEO Specialist

Reestablish your brand’s audience and market. Redefine your company’s vision, mission, and values. Reconsider your brand’s slogan. Rebuild your brand identity. Support your brand with a high-performing product and weed out inefficient management. Adding a foreign tag and fancier packaging can make a brand more appealing. Brands can be successfully revamped by adapting current styles while celebrating its history. Pay attention to what the public says about you and respond with products and services that counteract those accusations.

– Sam Neuhring, Graphic Designer

A component to a successful rebranding strategy includes open conversations and a blanket of trust between an agency and its client. Rebranding your business is no small task. It’s important and is what will drive you to success (or not!) The relationship between an agency/client is crucial to a successful rebranding strategy. To fully understand the client’s branding goals and to help develop their unique company brand, I’ve seen it’s best to be available for interviews and discussions, while also being open to creative and out-of-the-box thinking (I mean, you are dealing with a bunch of creative people!) Rebranding involves a lot, and you want to make sure you partner with the right agency that will listen to you and hear your ideas, but also challenge you with forward industry thinking.

– Kelsey LaCourse, Project Manager

Allow other organizations’ rebranding campaigns to influence your process.

Dunkin’ Donuts shifting to just Dunkin’ is probably the most recent successful rebrand I can think of. By removing an element in their name they also removed the limit on the items they provide in consumer minds.

– Jose Rubiani, Project Manager

We can probably all agree that Apple’s image as a technology company revolves around sleek and minimalistic products. In 1997, Steve Jobs changed Apple’s logo from a rainbow apple to a contemporary metallic one — a simple design move that really flipped how customers view this brand. Today, the Apple logo is such a staple in displaying the cutting-edge products that this company offers, and I love how the changing of colors reflects Apple’s branding as a business that is always one step ahead of the competition.

– Lindy Gillard, Content Specialist


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