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Here’s What You Need to Know When Rebranding Your Company

Sep 11, 2018 | Brand Development

Freelancer

You’ve worked hard to build your brand, but sometimes it just doesn’t work. There are a few things you’re going to want to know when it’s time to hit the reset button.

Don’t look at rebranding as the death of your business. Rather, it’s a way to refocus your business on what works instead of what doesn’t. Industries change, trends evolve, and your business needs to stay up to date with these movements.

Signs It’s Time to Rebrand

We all like to think our business is doing well, even when it isn’t. Whether it’s the romantic side of things, the idea that we built our business up from the ground, saw it grow, saw success, and refuse to believe in the decline, or that we just fear change. There are many tell-tale signs that it’s time to rebrand.

In my years as a web and graphic designer, here are a few common signs that I’ve seen:

  • It’s time to shed an old image. Maybe your company used to dabble in physical software, but now specializes in selling SaSS.
  • Your target audience has changed. Past customers no longer seem interested in your product and you need to rebrand to appeal to a new demographic.
  • Trends change and the market you sell to is changing even quicker. In this case, your flagship product may just seem outdated compared to other options on the market.
  • Your brand is based on nothing but a name. This happens all the time. A family company is inherited by someone, the name exists, but the name isn’t enough to draw in customers who know the company is under new management.

With all that in mind, how do you go about rebranding? Don’t worry, I’m going to explain it all to you in the next section.

 

It Starts With Research

If you’re rebranding, you better be researching. As a graphic and web designer, I spend hours researching every project I work on to create designs that work for my clients and their businesses.

Rebranding requires a lot of time and research. You have to identify things like:

  • Customer needs
  • Company assets
  • Competitor’s services, prices, and public opinion of them
  • What current and old customers like and dislike about your business

When you can identify what went wrong, what you need to do going forward, and a plan to achieve those goals, you are ready to rebrand.

Find a Reputable Designer That Gets You

The rebranding process isn’t easy. Many designers will offer to take on your project, but very few of them will actually get what you are trying to do.

You want to find a designer that gets your business, one that is willing to put the time in, and someone that you work well with.

I always interview potential clients before working with them because I know how important it is to work with the right designer. After all, if I’m going to build your website, design your logo, create digital assets, and tie every aspect of your design together, our styles have to gel.

Don’t rush out there and hire the first, cheapest, or most persuasive designer you see. Take the time to look at their portfolio, chat with them, and feel them out as a person. It’s really easy to spot genuine designers.

Feedback, Feedback, Feedback

You decided to rebrand your company because you felt things weren’t working. And that’s fine. During the redesign process, you need to make it your goal to communicate with your designer. If you love or hate something, tell them!

This kind of feedback will steer them towards the design type that you like, making their job easier, and ensuring that your rebrand goes exactly as planned.

When rebranding, you’re going to need a new website, logo, digital assets for your website and social media accounts, and much more. The last thing you want is to everything about your rebrand because you didn’t speak up during the design process.

Remember, the sooner you provide feedback, the quicker your designer will be able to understand your company and how you envision it.

Stick to the Script

Once the fresh paint dries on your rebrand, it’s up to you to carry out your goals. Don’t stash your new image on the shelf, get out there and promote it.

Call on your designer to help you create advertising campaigns that speak directly to your target audience. Whether you advertise locally, online through social media, or using some other format, you want your marketing materials to be consistent. After completing your rebrand, you now have the tools you need to better market your business to your ideal customers.

By creating a solid relationship with your designer, you will better be able to stick to your new brand image and create consistency in the way you advertise and promote your business.

Ready to Rebrand?

The idea of change is scary for some business owners.

Whatever your reasons, if you are looking to update your brand, I’m here to help. My passion for design is exactly why I started Gridience. I love helping companies build their brands and I’m ready to help you get yours back on track.

If you’re ready to rebrand, send me an email through my website today.

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