Rebranding can include the reimagining of everything from your visual identity and logo to your brand name or tagline. Sometimes, you may need to adjust your entire website or marketing collateral.
Looking for guidance on this complex endeavor? You’ve come to the right place. Here are four effective tips that ensure your rebrand is a success.
1. Plan ahead
Like anything in life, there’s no substitution for adequate preparation. By planning ahead, you can maximize the return on your investment that comes with a comprehensive rebrand. First, you need to get the buy-in from senior leadership on your idea to rebrand, then identify the internal stakeholders that will form your branding team.
Once you’ve got the buy-in and formed your team, gather all your existing marketing and branding identity collateral so you can understand how your brand’s currently positioned. By considering a representative sample of your brand’s advertising, marketing and PR materials, you can conduct a comprehensive brand audit to show you the strengths and weaknesses of your current position.
2. Identify the scope of changes needed
If you’re ready to rebrand, you probably already know exactly what type of change you need, whether it’s a complete overhaul or a simple adjustment to your visual identity. The latter—known as a brand refresh—is a tactical maneuver that helps you stay-up to date on current trends. The former—a complete rebrand—allows you to fully reposition your business. If your brand is currently misaligned with your business strategy or your overall brand promise, a complete rebrand is the best solution.
3. Set a realistic timeline and budget
Once you’ve determined the scope of your rebrand, you need to set aside the time and money to do it right. While there’s no standard budget or timeline for a rebrand, keep in mind that a solid rebrand should be good for the next 5 to 10 years, so think of it as a long-term investment.
When it comes to timeline, a full rebrand is often a 6- to 12-month project, including all steps from research to brand design. Depending on the size or complexity of your business, activation can take another 6 to 12 months.
4. Find the right branding partner
Selecting the right branding agency is one of the most important steps in the rebranding process. You need to find a partner who demonstrates a record of proven results, and one you can build a trusting relationship with. As you’re vetting branding partners, it’s helpful to ask the following questions:
· Do they possess a track record of success in your industry, best demonstrated through case studies?
· Do their culture and values align with yours?
· Do they succeed at creative execution in a range of media?
· Do they exhibit flexibility—are they adaptable to potential changes along the journey?
Successfully rebranding your company is a massive undertaking—there are plenty of considerations to keep in mind to make sure you’re getting the most from your investment. Looking for a branding partner who can understand your needs and give you the results you want from your rebrand? Say hello to Spin Creative. We’re a branding partner who specializes in rebranding and has the expertise it takes to effectively transform your business.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
