Hey there, fellow branding enthusiasts! Atarah here, Word Wrangler Extraordinaire! (I swear if I keep using that title, John will change it formally…)
Recently at one of our weekly Fusion Marketing team meetings, Mark, John, Shay, and I had a chat about the nuances of rebranding, drawing from years of experience and a wealth of insights. As someone who lives and breathes content and SEO, I’m thrilled to bring you behind the scenes of this fascinating discussion. (Hey now, for some of us, this IS fascinating!)
Our chat kicked off with our CEO, John, who, in his usual thoughtful style, set the stage with a simple yet profound question: Why does a company need to rebrand?
He shared how in order to navigate rebranding projects, we first need a solid understanding of the company’s journey—where they’ve been, where they are, and why things might not be clicking anymore. Maybe it’s a shift in demographics, a shiny new product, or a change in offerings. Whatever it may be, these insights are crucial in crafting a new visual identity that truly resonates.
Rebranding is more than just a change in logo; it’s a strategic transformation that underscores a company’s evolution and future aspirations. It’s important to remember that it’s not just about changing your logo or visual identity. It’s an all-encompassing process involving all aspects of your brand – from your brand’s message and the tone you use to your design and the customer’s experience.
Rebranding can be an expensive decision if done incorrectly, so taking the time to plan and strategize is crucial. In this article, I’ll share the pearls of wisdom we unearthed during our team chat, with contributions from our design virtuosos, Mark and Shay, and our CEO, John! We’re here to give you a heads-up on what to consider for your rebranding journey.
Let’s go!
Why Rebrand?
There are various reasons why a company may choose to rebrand. It could be due to changing market trends, expansion into new markets, mergers or acquisitions, or simply the need for a fresh image. Whatever the reason may be, it’s crucial to have a clear understanding of why rebranding is necessary before embarking on the process.
Rebranding can help companies stay relevant and competitive in their industry. It allows them to adapt to changing consumer preferences and keep up with evolving technology and design trends. A successful rebrand can also attract new customers and re-engage existing ones by communicating a clear and updated message about the company.
Rebranding Requires Careful Consideration
During our meeting, John pointed out the magnitude of rebranding, emphasizing that it’s not a simple endeavor:
“Once you commit to it, you’re putting it on signs, t-shirts, embroidery, printed collateral, like business cards, maybe vehicle wraps, website—all of these things.”
With so many touchpoints involved, rebranding can quickly add up in costs and time. However, the benefits can far outweigh the initial investment when done correctly.
If you want to make sure your rebranding efforts are successful, you should carefully consider and plan every aspect of the process. This includes conducting thorough market research, understanding your target audience and their preferences, developing a comprehensive brand strategy and messaging, and creating a visually appealing and cohesive design that accurately represents your brand’s identity.
Consider the Magnitude of Rebranding
Shay, Fusion’s graphic designer, elaborated on this, saying that the bigger the company is with more locations or staff, the more complicated and expensive the process becomes. She also mentioned how something as simple as changing a logo might seem like an easy task but can have significant implications for a company’s entire brand identity:
“People talk about how expensive the Nike logo is and imagine how much money it would cost them if they were to get rid of that swish… That’s a really expensive decision for you to accidentally get wrong.”
Rebranding isn’t just about a fresh logo; it’s an involved process that impacts every touchpoint of your business.
Timing Your Rebrand Just Right
One key piece of advice we all agreed on was the importance of timing when rebranding.
Shay brought up a great point about planning around existing business needs, such as moving locations or running out of collateral:
“Wait until you move, so all of your signage can be done with your new logo…or if you tend to run out of all of your marketing materials like business cards, and posters around the same time, try and plan things around that.”
By taking Shay’s advice, you can minimize costs and streamline the process.
John added that sometimes rebranding during a transition period can also help ease customer transition. For example, if a company is already changing physical locations or undergoing other changes, a rebrand could be integrated into the process to minimize confusion. It’s a practical tip that can save resources and streamline the transition.
Beyond the Logo: The Full Scope of Rebranding
If you’ve thought rebranding was just about swapping out an old logo for a shiny new one, think again. There’s so much more to the story!
Staying True to Your Brand
When it comes to rebranding, it’s essential to strike a balance between refreshing your brand and staying true to its core identity.
One of the first things our Graphic Designer, Mark, asks clients is what elements from their existing brand they want to retain. He says:
“It’s not just about ditching the old for the new. Sometimes, a logo has decades of history tied to it—colors, type styles, and taglines that carry sentimental value or brand recognition.”
Clear and Concise Messaging
Mark emphasized the importance of a clear and concise message when rebranding. He brought up how vital it is for your branding to communicate your core values and goals effectively. A neat and clean design makes it easy for your audience to understand your message without having to dig for answers.
Remember, professionalism stems from making information accessible and straightforward.
Collaboration is Key
At Fusion, we work closely with clients to understand their vision and preferences. It’s not about bombarding them with endless design options. We want to pick their brains to discover what truly resonates with them. This collaboration ensures the end result aligns with their brand goals.
Honest Feedback and Open Dialogue
An essential part of the process is maintaining an honest dialogue with clients. It’s all about giving candid feedback on why certain design choices work—or don’t. This open communication fosters trust and ensures both sides are on the same page, leading to a successful rebranding journey.
As you can see, rebranding is a comprehensive process that requires careful thought and collaboration.
Old Brand, New Vibes: Striking the Perfect Balance
Determining what stays and what goes from your previous branding can be crucial in maintaining that connection with customers.
Shay emphasized that a company should aim for consistency in their branding throughout the transition:
“If you are able to stay close enough to your brand while you’re rebranding, then I think it is perfectly okay for you to continue using your current marketing materials until you run out of them.”
However, if the new branding veers too far from the original brand’s identity, it may be time to replace all collateral with the new branding in order to maintain brand consistency and recognition.
The Domino Effect of Rebranding
Once you decide to rebrand, it’s like pushing the first domino in a long line—everything changes! We’re talking stationery, business cards, company apparel, and even vehicle graphics.
Mark emphasized during our conversation that businesses need to understand the full extent of what a rebranding effort encompasses. It’s not just about a new logo but refreshing the whole visual suite. He says:
“I try to make customers very aware of what is actually part of their brand that they don’t think about. It’s not like if we just change the logo, all of a sudden, everything else is changed. We’re going to have to go through their stationery- that’s changed; their business cards- that’s changed; their t-shirts, their clothing, their vehicles- all changed. They need to really know what that “logo” encompasses, so I try to make sure they’re aware of everything involved with just updating a logo, as opposed to thinking they’re just changing the logo, and that’s it.”
Preparation for a Smooth Transition
As complex as rebranding can be, preparation is your best ally.
Rebranding can redefine a company’s image and impact how it’s perceived within the market. Taking time, planning meticulously, and maintaining consistency can ensure the process is not only successful but also reflects the company’s values and ambitions. It’s about blending creativity with strategy to craft an enduring brand presence.
Mark emphasized how crucial it is to prep thoroughly for a smooth rebranding:
“The number of file types we provide during rebranding is crucial. Customers need a JPEG for photos and social media, specific files for embroidery, vector graphics for vehicles and signs—every detail is considered. Provided that the client takes their time and goes through a full rebranding, which includes all of those files, they’re ready for whatever’s thrown at them. It’s an involved and expensive project for both the client and the company managing the rebranding, but it’s undeniably valuable.”
By ensuring all the necessary digital and physical assets are ready, a business can adapt more efficiently to any scenario.
Take Your Time
An important note that John highlighted is the significance of not rushing the rebranding process.
Once you commit to a new look, it becomes part of every aspect of your business—from signs and t-shirts to websites and business cards. If done hastily, you might find yourself needing another change in a few years, which only adds up to unnecessary expenses. Make sure it’s a decision you’re comfortable living with for the foreseeable future.
Engage Your Community
As we wrapped up our discussion, Mark shared his thoughts on the importance of involving all team members in the rebranding process:
“I think it’s great when people are aware that a rebrand is happening. Involving everyone from employees to customers can help with buy-in and ensure a smooth transition. After all, these are the people who will be representing and interacting with the new brand on a daily basis. It’s important to keep them informed and engaged throughout the process.”
Your Brand, Reimagined
Whether you’re modernizing your company’s image or creating a brand from scratch, getting it right is crucial.
Rebranding is about evolution, not revolution. By understanding your reasons, maintaining key brand elements, considering customer impact, and planning strategically, your rebranding can be both effective and smooth. Remember, it’s not just about changing the face of your company, it’s about setting the stage for its future success.
Ready for a Brand-New Adventure?
Don’t let your business blend into the background—paint it with a splash of uniqueness and a dash of pizazz! Fusion Marketing can help with a rebranding experience that’s as refreshing as a double-shot espresso on a Monday morning.
Contact us today and let’s make some marketing magic together!
