eBusiness Weekly
As a continuation from where we left off in the previous article, our discussion is on executing a re-brand and addressing the main attributes to focus on, will form the direction on what really matters.
The first step is to make sure you bring the business core elements into alignment which will be spelled out in six action points.
(1) Re-establish your brand’s audience and market
After extensive market research analysing the data, most times you will notice something startling, your customers (or competitors) aren’t who you thought they were. Maybe it is a demographic with which you never thought you would engage. Alternatively, maybe there’s a new competitor on the market and its products or services are directly competing with yours.
When you have the data to prove it you then need to make it an action point to look at who is actually buying from you and who they are buying from, instead of you. Comparing this against your initial target market and the audience might reveal some stark differences.
Once you’ve established your actual market and audience, you’re ready to start re-branding your company to connect with your customers (and outsmart your competitors).
(2) Redefine your company’s vision, mission, and values
When you’re re-evaluating your vision, mission, and values during a re-brand, there are three key questions: What are you doing, how are you doing it and why are you doing it which need to be asked? While it’s easy to take your messaging foundations for granted, they can change as a company grows. Matters to do with new products, services or priorities can completely undo what once seemed like a given.
A few major components of any company worth discussing and analysing to decide how to support them include:
Vision
This is a big one: Vision acts as the North Star for every action your company undertakes, so it’s critical you have a firm understanding of your vision before moving forward. Additionally, perhaps overtime your vision has changed. That’s okay, but it’s vital you redefine your vision as quickly as possible to ensure all your employees are making decisions with that vision in mind.
When you’re re-branding, company vision will affect everything from your website redesign to your hiring process.
Mission
If vision is your what, then the mission is your how. Maybe you are still going in the same direction, but the way you are getting there has changed. Ultimately, your mission is your company’s roadmap. When your mission changes, your messaging needs to change as well making it just as crucial as vision during a re-brand.
Values
Your values act as the why behind your brand. They are why you are working towards your vision, and why you are dedicated to your mission.
However, as brands expand and change, some of their founding values might become unsustainable. If you cannot support your old values or you have come to prioritise new ones, you will need to update them to reflect what your company actually values today.
Brand voice
Like your vision, mission, and values change while re-branding, the way you convey these aspects of your company will also have to change. The vocabulary, tone, and voice you use for your brand have to match your message. So, if what you’re saying is changing, how you’re saying it will need to change, as well.
(3) Rename your company during a re-brand
Changing names is a big undertaking, one that can cost you brand recognition and organic search traffic in one leap. So, if you’re renaming your company as part of your re-brand, make sure you have a plan for recovery as part of your post-re-brand strategy.
On the whole, if your name still fits, your best course of action is to keep it. If your current name is a mismatch for your company identity, it might be time to go back to the drawing board. To help, make that drawing board a little less daunting.
(4) Reconsider your brand’s motto
A good motto is catchy and captures your company’s mission and vision. It’s your company’s purpose, condensed. Unlike changing names, changing mottos is a little easier on your marketing efforts, however, with changing names, you should still consider it carefully. It’s critical you ask yourself, why do you really want to change your motto?
It’s easy to fall into the trap of hating your motto because you’ve heard it so many times. But it’s that same repetition that builds brand recognition. Even though you might have gotten sick of your motto after seeing it constantly, your customers might love it.
(5) Rebuild your brand identity
The tangible elements you use to communicate your brand might have been in play for a few years by the time you start considering a re-brand. This means you’ve likely had plenty of time to reconsider their strengths and weaknesses before replacing them.
You might want to redesign your logo, use new colours in your brand material, or even create new brand guidelines. A few common changes you might make as part of your re-branding strategy:
Your Logo. Maybe you loved your logo when you first started your company, however, you are finding your customers never really seemed to “get it”. Alternatively, perhaps your logo needs a refresh to reflect the other major changes you’ve made internally. If you’re looking to do a logo redesign, going back to the basics of what makes a good logo will help you to get it right this time.
Stay simple. Jamming as much symbolism as possible into a logo generally doesn’t work out too well. But that’s a hard truth for young companies who are still trying to prove themselves. Now that you’re more established, show your confidence with a simple logo.
Make an impact. Maybe you went the opposite route in your original logo design and were too afraid to be bold, so you stuck with something safe. Your logo isn’t worth much if people can’t remember it, so when you’re redesigning your logo, don’t settle for something that won’t stand out.
Be adaptable. One thing you might have learned with your first logo is its limitations. Now that you know what shapes or styles might not be as versatile for the channels your business actually uses, bear those in mind during redesign.
Aim for appropriate. As companies mature and get to know their customers better, a logo that might have made sense at launch could now be considered completely wrong for that company’s target market.
Look to the long term. As fun as re-brands might seem, you don’t want to do this every year, so really look at your vision, mission, values, and purpose and consider whether this new logo can support them in the long run.
Maintain through-lines. Like your name, your logo is one of your brand’s most memorable components. When you’re re-branding, avoid losing too much brand recognition by trying to maintain the parts of your old logo that worked. If you can maintain a sense of continuity, you’ll be able to carry over some of the brand recognition your old logo initially had.
The views given herein are solely for information purposes; they are guidelines and suggestions and are not guaranteed to work in any particular way.
Robert Gonye is a Business Growth Expert and Influencer. He writes in his personal capacity. Comments and views: [email protected]
