Today businesses need to undergo a rebrand some or the other point of time so as to look fresh and relevant. Changes take place in the market, industry, target audience, technologies, competitors and many other factors, and so, a rebrand is inevitable to suit the changing conditions.
While there are chances that the outcome of a rebranding process can be a repositioning that is stronger and more lucrative, there is a high amount of risk involved too, especially if your brand is well established. After all, both your visibility and reputation are at stake. Therefore it’s better to hand over the task to experts like https://brandquest.com.au.
The project of renovating the entire brand identity or even just playing with it can be an impossible task for many. However, the process of rebranding need not be stressful or chaotic. Here are a few rebrand tips that will make your transition smooth and successful.
1. Never Stray from Authenticity
Entering into a new visual brand identity is an extremely delicate balancing act because you have to find ways between what your customers recognise you as and how you want them to recognise you in the future.
According to experts, your rebrand should be a step forward, but it definitely shouldn’t estrange your original consumer base or basic values. Your revised brand identity should still resonate with your original audience.
Experts say that businesses should embrace the evolution and newness that occurs due to a new kind of customer base or product, but should also keep their core fundamentals. They should make sure that rebrand is authentic to them, their employees and their customers.
You can take inspiration from successful global rebrands to achieve the right balance between the old and the new.
While a small business cannot do a global ad campaign, they can take a lesson from those successful rebrands that could leave a product quite unchanged so that old consumers still recognise it.
Some of these big successful global rebrands didn’t even change their logo but were successful in transforming their image totally to reach an all new audience.
You can establish brand authenticity only through constant application of your new branding throughout all communication points.
If your old brand visuals are circulated by your employees after the rebranding process, whether old company fonts, outdated images or logo designs, existing and potential customers will undergo a confused brand experience which can be a serious blow to your brand image.
Dynamic brand visuals not only save the time of your employees and maximise productivity, but also ensure brand integrity and consistency across your channels.
Editable presentations, email templates and documents should be created and rolled out through the entire enterprise. This makes it possible that once an employee opens a template, it’s automatically filled with all their personal details, proper brand assets including logo designs and font, and also, legal disclaimers.
Once upon a time, this needed a lot of manpower. But today with the help of cloud technology, this can be done easily.
3. Have a Plan for Brand Launch
It makes no sense if you invest in a brand revamp before you generate awareness. Hence it’s essential to have a plan to boost and empower your new brand.
Some business owners think that a rebrand may bring a blow to their exposure. However, this risk can be minimised by being ready to re-educate your audience and reconstruct your brand awareness despite change.
Never take it for granted that the new look will work for itself. Make serious attempts to communicate your new brand identity clearly and where it places you in the market.
Visit https://brandquest.com.au/re-branding to learn how you can take help of professionals to make your rebrand successful.