Your brand is the way your company connects with the world; it represents the culture of your company and how your customers view you. However, it may be necessary for B2B brands to push forward with a corporate rebrand campaign due to challenges facing B2B brands. There could be many reasons for rebranding, but what’s important is ensuring your rebranding strategy produces the best results possible. Here are five tips to help you realize rebranding’s full potential.
Research Should Drive Your Rebrand Strategy
A brand development redesign shouldn’t be performed blindly. Are you looking to broaden your appeal to a new demographic? Will your business focus on a new product or business direction? You should collect data on which demographic groups are attracted to the products or services you’re offering. Think about which types of designs will appeal to those groups, and then implement your brand refresh strategy.
You may also want to recruit a focus group to provide you with feedback on key rebranding initiatives, such as your new logo. Otherwise, you may end up like the Gap following its rebranding approach, which led the brand to return to its old logo a week later and cost the business millions in lost revenue.
Ensure Your Employees Are Brand Evangelists
It’s important your employees are onboard with a rebranding effort and have the training necessary to ensure rebranding success. That means understanding what makes up a brand’s new identity and being able to relate that identity to customers.
Employees should also be actively involved in the redesign process, including providing feedback and insight so they feel like they own the rebrand as well. Employees need to have access to new logos, web design changes and marketing content before a launch, which will help them understand how your company will present itself to the public.
Create Continuity When Possible
It’s often best to try to build on your old brand’s appeal. That might even mean keeping certain design elements in place from your old brand, like fonts or color schemes, which will help ease the transition for consumers and create a link with the past. For example, Apple has kept its logo’s basic shape intact through each logo rebrand, but it has worked toward a more minimal color scheme to reflect product evolution over the years.
Rebranding Should Take a Holistic Approach
You know your logo is an essential part of a rebrand, but you should think about the rebrand from every angle. Rebranding could mean a new web design, fresh new packaging on products and introducing a more visual branding approach to the way you interact with customers.
Since your rebrand will likely encompass different areas of your business, you should have one product manager in place who “owns” the rebrand. This person should be able to ensure a uniform brand look and continuity on messaging; he or she should build a clear guide about how the rebrand will proceed and provide a clear rebranding timeline to ensure accountability. Often, it’s best to consider working with expert consultants who have more experience with rebranding campaigns and a proven track record.
Minimize Rebranding Risks
It’s true rebranding has the potential to alienate your current core customers and erase the accomplishments of your old brand. That’s why smart rebranding is about reducing risks. You should see the design as a competitive advantage.
Communicate with customers about changes, and provide them incentives to stick with you throughout the rebranding process, such as offering new deals or services to keep them loyal. You also want to ensure your rebrand isn’t inflexible. As your company or organization grows, you don’t want to feel restricted by your brand’s look and feel.
Ultimately, rebranding may seem daunting, but you can ensure a rebrand success story with the right web and graphic design approach with Novation Consulting.