4 Things To Keep In Mind When Rebranding
Know your audience
When it comes to the brand, it is much less about the owner or the board of directors, and truly all about the audience. That said, if you’re thinking about rebranding it’s vital to focus on your audience. Who are they? How do they currently see you, and how do you want to be perceived? If you don’t know the answers to these questions, that’s ok but make sure you do the homework necessary to find out. For example, do extensive research on your audience to find out their demographics and interests. Gather as much information as you can, no information is useless.
What’s your story? Your brand is not just an image or a tagline. Before you start working on your logo or visuals, you need to think about the emotions you want to convey to your customers about your brand and how you want to tell your story. Take Coca Cola for example, whose brand is so much more than a logo. Their advertising is short and sweet, and reminds us of our youth, having fun, and being happy. When you start thinking about rebranding, be sure to take your corporate culture into consideration and the image you want to portray to your audience. Your story will have an effect on the new visuals you create and will also determine the timelines and locations in which you want to launch your rebranding campaigns.
Your rebranding should be evident across all social platforms, online advertising, website and offline mediums to show brand consistency. This goes for imagery and the tone of voice (what you’re saying, how you’re saying it, who’s speaking) that’s represented in the text. If you’re changing your name, be sure to use your new company name as much as possible without being overbearing. The more someone is exposed to your brand, the more likely they are to remember you.
Don’t alienate your current customer base
If you want to keep your current customer base and grow into new demographics, be careful that you don’t change your branding so much that you are no longer recognizable to your old clients. You don’t want to alienate your current customers as you reach out to new demographics, so find the appropriate balance when launching a rebranding campaign.