Brand refresh is the easiest and most effective way to give your brand a new life, meaning, and most importantly, customers. The brand refresh strategy is about introduction of significant, but non-fundamental changes to the brand image.
Change is an inevitable part of life. From time to time, in every company, things might need adjustments in order to function well or… even better than they used to! Some companies require thorough changes – from the logo and website, to products, services and the daily operations. This is what we call rebranding.
Such enormous modifications should be carefully planned and prepared. It is necessary to analyze everything that has been done in the company so far and think about what needs to be changed or improved. In order to plan a rebranding strategy, you have to answer many questions. In this article we will go through the most important questions to ask when rebranding.
1. Why is rebranding necessary in the company?
One of the reasons for the rebranding is the desire to further develop the company in the creative direction. If, after some time, you notice that the enterprise does not move forward, or even worse, goes backwards, it is a sign that something needs to be changed.
Your competition never sleeps, it develops and grows stronger constantly. There are trends in the industry that must be followed. It is also worth remembering that brand capabilities may change. All this makes major modifications in your brand strategy necessary.
In addition, you are also continually improving and to let the world know about it, you need to have a new creative image. You need to think about how to rebrand a company image when you cooperate with other businesses or after a merger.
Planning a rebranding strategy should begin with the analysis of the reason why it is necessary. You should start planning specific activities only after you answer this first question.
2. Who are you? What makes you stand out?
In order to start planning a true rebrand, it is necessary to assess the current situation. You have to analyze who you are, where you are now, what you have achieved and what else you would like to accomplish.
You should also focus on many factors that distinguish your company from the competition. These are the most important things to consider when rebranding.
What are your core values? Have you already got an established brand or are you poorly recognizable on the market? Establishing the basic brand identity is essential, otherwise a rebrand will be a very difficult process without satisfactory results.
3. Who do you want to be in a few years?
Your current identity and company’s place in business is important, but it is also essential to take the time ahead into account. Rebranding has to be future-oriented. After all, it should bring the expected results not for a few days, weeks, months or a year, but at least for several years.
Therefore, apart from analyzing the current situation, it is necessary to consider who and where you want to be in, for example, five years. You need to think over the process of the company’s evolution – in what direction you want to lead your business and what is your biggest challenge. What metrics will you use to assess whether your new brand strategy has been a success? It is worth making a roadmap of the company’s vision. You have to keep this in mind when you plan all your rebranding goals and activities.
4. Who is your audience?
Before rebranding, you need to define your audience again. What do current customers love about your brand? Does your company’s offer reflect the needs of target audience now and in the future? Will they be satisfied with the changes? Will they accept them? Will they still love your brand after the modifications? How will the change affect their perception of the brand? Is there any potential to attract new customers?
Do a research to discover what is your customer profile and make sure it is up to date. Challenging your audience is fine, but you cannot deviate too far from what has worked and helped you in getting where you are right now. This is also one of the most important things to consider when rebranding a company.
5. How are your competitors doing?
Before rebranding, it is also essential to conduct competition analysis. How do competitors make their brands stand out? What changes have other brands made and what effects have they brought about?
Take a look at the competitive landscape. Companies rebrand all the time. You can learn a lot from their mistakes and successes. It is important to have a role model and be able to observe rebranding best practices. In this way, you will carry out activities that will make you stand out from the competitors and put you far ahead of them.
6. What do you need to change in your current brand identity?
To solve this issue, you should answer the brand audit questions. They will show you what works and does not work in your company and help you in rebranding your business.
In some cases a complete brand rebuild might be needed – the modifications include various brand elements such as logo, brand name, website, marketing and advertising strategy or innovations inside the company, for example staff changes. However, it all depends on the current situation and your plans for the future.
7. What actions do you need to take in order to launch changes?
Once you know what to consider when rebranding, you can determine the actions you need to take to implement these changes. If you want to modify your marketing strategy, create a new logo or a website, you need to find the right specialists to help you.
If you want to hire new employees, you have to start the recruitment process. You also need to establish a plan for introducing changes and estimate the time required to achieve the expected results.
8. What does the decision-making process look like?
Regardless of the decisions you eventually make, the most important thing is to feel confident in this process. You need to define the stages of the decision-making process. In other words, you should select people responsible for the key decisions and their timing.
The most important thing to determine is the selection of contractors necessary for creating a new brand image. You have to establish criteria and needs that will help you when it comes to making choices. Decisions are never easy, so it is worth considering everything thoroughly and taking the essential notes that will make the entire rebranding project easier.
9. Do you have sufficient resources and capabilities to complete rebranding process?
How much time can you spend on rebranding effort? Will it be enough? Do you have the right team? Perhaps your internal marketing, sales and design team will need the help of stakeholders in the organization as well as external agencies to cope with all the rebranding activities.
And finally, do you have the appropriate budget to implement each of your ideas? You need to find answers to all these rebranding questions.
Based on the planned improvements and activities, you need to establish the necessary budget. You also have to determine whether you are able to allocate enough money to meet all your needs. If not, you need to re-evaluate all the activities and check if you can save some money on any of them. It is also worth paying attention to when the investments will pay off. With a job well done, this should happen pretty quickly.
10. What if problems arise with the new brand?
Rebranding a company is a complicated, time-consuming and difficult process. Even if everything is carefully thought out and planned, problems can arise. You need to create a backup procedure. Your plan should be flexible enough to change some things during its implementation. This way you will be prepared to test it in various situations and check which of its variations will be the best.
This should be done primarily in the case of your website. Updating it is an essential part of rebranding, as the website is one of the most important parts of your company – it often serves as the first contact point customers have with your firm. That is why you need to put a lot of effort in perfecting it. Remember that the website should inform recipients about upcoming improvements and present them in a good light.
Things to consider when rebranding a company – summary
We have presented the most important questions that you need to answer if you want to rebrand. You should prepare a so-called rebranding questionnaire in which you will gather all the necessary questions and answers. It functions like a rebranding roadmap that will guide you through the whole process and make it easier.
On the Nopio blog, you can read about a branding questionnaire and how to prepare it. In addition, we also recommend the article about rebranding strategy, where you can learn more about the process. At Nopio, we also offer branding services – which include rebranding. If your brand needs refreshing and you are looking for branding agency, we are here for you.