Why and when to rebrand your business
Redesigning your brand isn't as easy as it sounds... There is already a logo in place, a style set, and everyone who works at the company along with their clients are used to it, may even feel very attached to it. However, changing your business' image doesn't need to be as scary as you think. If you already have this idea in mind, it may be that you are way overdue a clean and polish! A rebrand isn't that easy for the designer either, with a specific logo and image already in place, we need to make sure that we respect the company's main message, with a look and feel that enhances and attracts the right customers, rather than steer them away. After all, you are investing time and money into making your business better and stronger, identifying what doesn't work anymore, researching into your competitors and willing to start the process with an open mind - it will be worth it in the end!
Our top 5 tips when rebranding your business:
1 - Be open to criticism
One of the first things your designer will do is identify what isn't working with your current brand. They may well tell you things that you don't want to hear, but remember they are looking at your brand from an outsiders perspective. It can be hard to see things clearly when you work there day in day out. This exercise is a must in our book, once you have a list of things that don't work, you can then start to come up with solutions to those problems.
2 - Be patient
Redesigning an existing logo takes longer that creating one from scratch. The designer is working with a brand that has been around for a while, it's ingrained in everyone's minds, and that can be hard to tackle. You may go through a few logo options before you hit the right one.
3 - Don't be afraid of change
We recently redesigned a brand that had been around for ten years. Half of our job consisted on convincing the director of the company to look at things from a different point of view, forget what they had been living with and try to let go of the past. Along with a new image, they also had to adapt to new software, get up to date on technology to beat their competition and offer a wider range of services to their clients. No easy task!
4 - Test
Not all projects run smoothly, you may hit a dead end and get bogged down. A good way to get out of a 'creative rut' is to present your new logo options to focus groups. This is easily done, round up a few customers, friends and family members and have them give you their opinion (make sure you don't give too much away!). This is a great way to get some insight and test them out before you go too far.
5 - If you got it, flaunt it!
Many times businesses go through a rebrand and no one hears about it. Make sure you let everyone know that you have a new brand, why you chose to do it and how it will benefit your customers, while attracting new ones. Don't be afraid to shout about your success, after all, if you've chosen to rebrand your business it only means you are looking ahead and wanting to make a success of your business now and in the future.
Rebrand, before and after:
Rebrand, before and after: