BRANDABLE
Ready For A Rebrand?
The times, they are always a-changin’. Does that mean your company has to change as well? In some ways, yes. Rebranding is one way to reflect how well you keep up with the times, but introducing ‘the new you’ isn’t as simple as sporting a new logo. Read on for tips on making the most of your plans to rebrand.
Figure out why. Branding is what connects consumers to companies. Well-known brands don’t want to flush all that brand equity down the drain, so it’s important to know exactly why a rebrand is desired, or even necessary. Is it a matter of getting with the times, or reflecting a new slate of services and products? Change can be good—if you are certain of the payoff.
Keep something from the past. Maintain recognition with a single element or group of memorable design pieces that can be incorporated into a new logo, icon or image.
Get everyone’s input. The decision makers in a rebrand shouldn’t be limited to the top brass. Every employee or brand representative is going to carry this new image on their shoulders going forward, so make sure they all get to participate at some level. It’s a way of ensuring everyone is truly on board with the rebrand, and it makes the rollout that much smoother.
Keep it simple. Take advantage of established best practices to pare down your rebranding ideas. Use only those elements that will stand out and stand the test of time—a bright, minimalist color palette, a reader-friendly font, or a sharp and concise tagline.
Explain yourself. Tell stakeholders and end users what you’re doing and why. Reassure them that all the good points of your business—service, favorite employees, favorite products—aren’t changing, but the way you deliver or package those elements is being upgraded.
