A Complete and Strategic Guide to Rebranding Your Business

Research shows that more than 70 percent of the consumers in today’s markets are most likely to commit to a brand they feel they know well. That’s why it’s a scary proposition for companies who need a business refresh.

A refresh might be necessary to meet shifts in your industry’s trends or other changes to your business. Why risk rebranding your business when your customers recognize and trust you as you are?

Business rebranding doesn’t have to mean losing your client base. Check out this guide on business rebranding. Learn when and how to do it in a way that ensures your company’s continued success.

What Does Rebranding Your Business Mean?

Rebranding means changing your company’s mission, vision, values, and target markets to build a new identity. A successful rebrand changes these perceptions in customers as well as in partners or competitors.

A business rebranding can help you stand out amongst your competitors and attract new clientele.

Rebranding includes everything from changing your slogans to adopting new logos as well. The goal of this exercise is to remain relevant and take your companies brand to its next best level.

Good Reasons for Rebranding Your Business

Rebranding is complicated and carries a big risk. There are a few good reasons why you would want to change your brand image. Here are just a few of them:

New Mission

Your company’s vision and values should drive every move your company makes. If this philosophy shifts the direction of your company, you should reassess your brand.

Mergers or Acquisitions 

If two companies merge, their brands merge as well. If your company is bought or merged with another business, two different brands are going to confuse your new customer base.

Create a new identity that represents the newly merged company. Then you’ll build trust with your customers.

New Markets

If you start to target new customer profiles, your brand should be changed accordingly. This applies whether you are promoting your products, prices, or locations. Your brand should follow suit.

Rebranding is also a good idea when you expand to the international market. Customers in other countries might not recognize your logo or understand your messaging. This is a great time to change your brand to meet these new international customers.

Tips for Rebranding Your Business

The first step to rebranding is to remember that your goal is to have a way to effectively communicate with the world what customers can expect from your products and services. Follow these steps to build your new foundation.

Reassess Your Priorities

The first step in your business rebranding strategy is to revisit your company’s values. Ask yourself why are you in this line of work? Adjust your brand to address your new thinking on what’s important so it will align with your company’s values.

Learn More About Your New Target Customers

You already know your current customer’s desires. Now it’s time to understand your target audience’s values as well. When you do this, you’ll have a persuasive brand that guarantees their loyalty and return visits.

What do your new customers need now and how will that change further down the road? When you know how to appeal to these new buyers, you can adjust your new branding strategy and appeal to them long into the future.

Learn From Competitor’s Past Failures

Take time to research what your competitors did or didn’t do with their branding efforts. Make a note of what did or didn’t work for them. That way you won’t make similar mistakes that they already learned the hard way.

Change Your Logo or Trademark

Logos reflect a brand’s identity. Since you’re going to have a new identity, hire a logo designer to create a new design. This new design can be completely new or incorporate elements from your previous trademark.

Pay specific attention to the logo’s colors, shapes and words. You are aiming for a design that promotes a concept called a customer experience design (cx design.) Cx designs can influence customers to believe that your product is their best choice.

Integrate New Logos Throughout Communication Portals

Incorporate your new logo’s shapes, color, and fonts throughout all of your communication portals. This includes your digital properties that you currently use.

Integrate your new cx design throughout your social media platforms and website. This will help to ensure a consistent presence.

You should also incorporate your new cx-designed logo throughout your other communication systems that your company uses as well. This can include your printed materials as well.

This ranges anywhere from letterhead, to employee uniforms and business cards. Make sure all of these items sport the same new trademark as well.

Consistent rebranding over even the smallest of details will help you win instant recognition and alleviate any confusing or misleading messaging.

Schedule Time To Monitor Your Rebrand Efforts

It’s easy to forget about monitoring your rebranding efforts during a busy workday. Rebranding is a vital investment in your company that deserves a close watch.

It’s tempting to think that rebranding will take care of itself so that you can handle your other everyday commitments. Schedule some time to follow your new brand’s track and how it affects your new target markets.

Read up on new rebranding trends in your target markets. Make adjustments in response to your new clientele’s feedback.

What Are Your Next Steps?

Rebranding your business is a time-consuming, yet important exercise. Consider hiring a marketing firm.

Marketing firms can guide you throughout your cx design development process. You can also hire other professionals to implement your new rebrand through your digital properties and printed materials.