Rebranding a company can be a tough process. You want to overhaul your entire brand and give your customers something fresh and unique, but you’d hate to alienate your existing customer base in the process.
Even incredibly large brands undergo massive redesigns and rebrands, so you’re not alone in having the desire to want to give your company a fresh look. Companies and customer bases evolve over time.
Below we dive into four things you’ll want to consider when undergoing to rebrand, so you can ensure your existing clients and customers are on board with your newly invigorated brand.
1. Take Stock of Your Current Company Values
To truly level up your existing brand you need to know here you currently stand. Without evaluating your existing company values and culture, you run the risk of creating a new brand that runs contrary to these beliefs.
Remember, a rebrand is an evolution of your existing company, not a way to start from scratch.
A great way to get sorted with this process is to spend some time answering the following questions:
- What values does your company truly believe in?
- Are their any assets of your company culture that make your company unique?
- What kind of worldview does your company contribute to?
- In what way does your company’s product or services do things differently?
Those questions will be a great place to start and will truly help you define the foundation of your brand that you’re going to build from.
2. Go All In
A massive rebrand can be a scary process. As a result, a lot of companies end up doing smaller rebrand tasks, like, changing logo or font colors, or adjusting other subtle aspects of their sites. These activities can actually end up being detrimental to your company.
To truly build a new brand it’s more effective to do it in one entire sweep. You’ll face a lot of resistance when you finally decide to pull the trigger and go all in, but it’s the only way to truly transform your existing brand.
Make the decision that you’re 100% committed to your new rebrand, and move from there
3. Focus More on Emotional Response
There’s nothing more important that invoking an emotional response in your customers. Lukewarm brands don’t do much towards actually inspiring customers to act.
What emotions do you want your customer to feel when engaging with your company? Do you want them to feel inspired? Supported? Happy? Content?
Make note of specific feelings you want to convey to your customer and then design around these feelings. Even subtle elements, like choosing the right colors will go a long way towards creating the emotional response you desire.
4. Remember Your Original Brand Promise
Your brand promise is one of the most important aspects of your entire brand. Your brand promise is the expectation you communicate to your customers. Sometimes these brand promises are built into your product, while others are communicated more clearly.
For instance, is a large aspect of your company focused on delivery locally sourced products? If so, then whatever you do, don’t compromise on this, even if it means pushing back shipment dates. Trust takes a long time to build, and can be lost fairly quickly.