Strategy

The Ultimate Guide to Rebranding

Take a closer look at our headline above. Notice it doesn’t say ‘The Ultimate Guide to Branding;’ it says Rebranding. All companies should look at their brand and their brand messaging every few years to decide if it still works for their offerings, missions, and goals.

Why should you possibly rebrand? Companies often decide to rebrand when they change an important element of their brand (such as a new name or logo). Others rebrand because they want to better drill down to the essence of what they’re all about. It could be because they’ve been purchased by or have merged with another company. The firm changes completely and so its brand needs a complete overhaul.

Seven Parts of a Strong Branding Strategy

There’s a lot that can go into a rebranding, but before we get there, let’s list the elements of a good branding strategy.

  1. Purpose: your brand’s promise to customers.
  2. Consistency: all of your messages need to be consistent.
  3. Emotion: why should customers buy your product/service rather than one of your competitors’? Tap into prospects’ emotions with your brand messages.
  4. Flexibility: as consistent as you should be, your brand strategy needs to be flexible enough to shift a bit when you need to distinguish yourself from your competitors.
  5. Employee involvement: make sure your employees embrace and understand your brand so that they know how to represent you with prospects and clients/customers.
  6. Loyalty: make sure you let your customers know how much you appreciate them.
  7. Awareness of your competitors: look at what your competitors are doing and challenge yourself to provide greater value.

Rebranding’s Steps: A Checklist

Rebranding means that you’re basically canceling out your original brand. Still, your original brand will influence your rebranding efforts. You may keep your logo’s colors or fonts because you don’t want to totally confuse current customers with a completely different look, feel and message.

To help you follow the steps necessary in a rebrand, here is a short branding checklist we’ve put together for you below.

  • Write out a short declaration that articulates your brand’s values, beliefs and promise.
  • Work to galvanize your employees to work as your brand ambassadors.
  • Identify “the why.” Why someone should buy from you and not from your competitors.
  • Fill out a buyer persona template so that you’ll know your target audience members better than they know themselves.
  • Take the time to produce your brand’s distinct story. Share it often and with many.
  • Flesh out your brand’s personality.
  • Design your brand “look” around this personality and the features that arise from it.
  • Discover your brand voice and make sure to use it across all promotional materials: website, brochures, business cards, social media, content you create and broadcast, etc.

Rebranding is just as critical as your original branding efforts so you want to make sure you have a good reason to rebrand and are very clear as to what problem you’re trying to solve with the rebranding.

It can be tough to rebrand on your own as you seek a fresh take on your company’s messaging. Ingenex Digital Marketing, a Metro-Detroit inbound marketing agency, has helped many regional and state firms brand/rebrand. Contact us today to learn how we can help you in your own rebranding efforts.

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