Ok, so I am starting with a confession (and the clue is in the headline). I have been a serial "rebrander" since I started my business 2 years ago. Why? Several reasons, most of which I will cover in this blog, but predominantly because I believe that people and businesses evolve, and sometimes this can happen really quickly (so quick in fact that I nearly recently rebranded to "happenly"). I've seen many businesses go through significant change by adopting a new form of marketing activity, whether that be taking a strategic new approach or simply starting some effective advertising such as PPC. When the phone starts to ring and the customer base grows (yay), you start to unearth things about your business that you didn't realise (or appreciate) before.
Many businesses don't consider how they will scale resources and processes as they start to expand, and sometimes that expansion requires a new way of thinking, a new approach, and for many, a new face to fit with it all.
But why and when should you look to rebrand? For me it has been about recognising significant changes that have happened within my business as it's grown, and appreciating that change can be a good thing.
Here are my 10 top tips for rebranding - I hope you find them helpful! :)
1. You've quickly become outdated
In today's modern world of digital transformation and with new brands cropping up left, right, and centre, it seems harder than ever to remain relevant and have a presence. With brand names such as spotify, happn and uber, does it really matter what your company is even called?
Personally, I think it's the brand and not the name that's important, and with building a brand comes the task of building that glowing reputation too. If you feel outdated, think of it as an opportunity and not a disappointed. It's your chance to take some time out and start to plan ahead.
2. Rebranding can be awesome PR
A rebrand is a good excuse to put your business under the spotlight. Make friends with the local press and keep them updated on any newsworthy developments within your business. Giving it a fresh look and feel might prove an interest to your local paper or networking group.
3 You can motivate your team
Asking for input from your team can stimulate new ideas along with a spot cost effective of team building. Your employees should be advocates for your business and want to be part of your journey. Votes for the best logo can often be subjective, but also insightful!
4. Get your customers talking
“We’re changing – for the better”. This can be a positive message to tell your customers about, whether that’s over social media, a pepped email campaign or simply through a telephone conversation. Get your customers involved and excited for what’s next to come…
5. You can use it to reposition
What got you here, won’t necessarily get you there. As your business changes, you’ll need to reflect on how far you’ve come and what you’ll now need to reach your next milestone. It might be to take on more people, a change of premises or an entire new image. Setting goals is key in any rebrand, along with a snappy mission statement and a set of vision and values that represent your business (if this sounds a lot of work, it's not, get in touch and I can certainly help).
6. Ditch bad press
If your customer service has been a little lacklustre, a rebrand can be one way to shake off bad press and start out on a new foot. Companies can fall short for many reasons, including bad management, a depletion in resources and/or a lack of customer focus. Starting with a clean sheet of paper can work wonders.
7. It keeps you on your toes
A change is as good as a rest (ok, so we’d all prefer 2 weeks in the Caribbean, but we’re business owners here so let’s be realistic). A rebrand doesn’t have to be a drastic change of everything about your business. Subtle tweaks can go a long way. Instead of a complete logo overhaul, get in touch with a recommended designer and ask for them to pitch some new ideas (get a quote for doing so first). Instead of a spanking new website, consider a CRO audit (conversion rate optimisation) which will tell you how to optimise your website. Whilst we’re talking web, heatmap tools such as hotjar will tell you where you visitors are going when they land on a page on your website, and Google Analytics will give you insight into how long they are spending on a page and what they are searching for. All of this can help you make small but significant improvements to your website. I would also stress that strong calls to action are super important! Call us now. Get in touch. Etc etc...
8. It can be fun!
There are some great tools out there to get you started with a new business name, logo or slogan. I personally really like Novanym and also Logomakr. I’d always advise using a professional when it comes to logo design, but these tools can give you some great ideas.
9. Challenge your competition
Keep your competitors guessing by ensuring your company image is fresh and forward-thinking. You don't have to be hipster cool, but at the same time be proactive in talking about your business across social media and with regular blogs and press releases. If you just can't find the time, these can all be outsourced (it's what us marketing people do!).
10. You've kind of lost your identity
This can happen to many businesses and losing your identity can be a sad state of affairs. The management structure may have changed, or your business may have simply evolved. This can be an uncertain time for any business and you may feel like you're stumbling to find your way in the dark. Setting clear goals can be a good starting point to getting back on track, along with targets as to when you want to achieve these by (be realistic and not overly ambitious, especially if you are a very small business).