Building and maintaining a strong brand requires continuous attention. The end product is never really "finished". From time to time, your brand and positioning need a refresh, even if it's just to adapt to newly developed market standards.
In this article, we list five crucial considerations for when you are about to rebrand.
Rebranding is the process by which an existing brand develops a new name, logo, design, or a combination of these, intending to create a different or new image.
Most people associate rebranding with restyling, the renewing of the company or product's visual identity. In reality, rebranding involves much more than just updating graphics.
Below are two examples to further explain the difference between rebranding and restyling: PostNL's rebranding and Amazon's restyling
The process of rebranding is quite time-consuming (not to mention costly), so it's essential that it is done for the right reasons
Once the decision to start rebranding has been made, it's time to go big or go home in terms of controlling the process. For your rebrand to be successful, you will undoubtedly want to keep these 5 considerations in mind.
Rebranding is a complex project in which many parties are involved. With so many stakeholders in the process, communication is crucial.
A brand only comes to life when people understand your story. Therefore, it is vital that people immediately adopt your brand story
alive when people understand your story. It is, therefore, vital to ensure that people adopt your brand story immediately. Make it emotional and inspiring wherever possible. To maximize momentum, plan a launch event, invite customers in advance, and announce your new brand across all channels.
4. Bring your new brand identity to life
Take this from the ground up, not from your ivory tower:
Link your style guide to the right brand materials, such as logos, fonts, photos, and icons
Dynamic templates will ensure that all your materials adhere to your brand identity. Users only need to think about the content, not the layout. This saves time and increases relevance for your target audience.
As you can see, rebranding your company is not something that can be done overnight. Nevertheless, it can be an excellent starting point for a new phase of your business with good and careful planning.
Unfortunately, there are often lingering issues after creating a new brand, such as the use of old brand style elements in new communications or the mixing of old and new brand styles.
Fortunately, you can avoid a lot of trouble using the right tools. Using a digital brand guide, a digital asset management system, and templates ensures that your new brand is rolled out according to plan, effectively, and efficiently.
Considering a brand refresh? Schedule a demo with Marvia and let our experts guide you through a successful rebranding process that strengthens your brand identity.
> Click here to request a free demo today!