Branding / Design Strategy / Rebranding

How and when to rebrand your business

Over time, every business evolves. Maybe that’s simply adding new products to your ecommerce business, or having a wider range of services, exploring new markets or changing your customer niche. When that happens, you might be thinking about changing certain things within the business, in order to attract a new audience, or to express a new image entirely.

Perhaps the rebranding of a business is the most common way to realign your image and ethos – especially if you’ve been established for a long time and your current image just doesn’t fit with where you are right now. If your image is old and tired, you might be considering bringing it more up to date, to give a more contemporary image in order to attract a new generation of client.

Is your branding good enough?

Perhaps the first thing you need to think about is how effective your current branding is, and why you feel that you want to rebrand now. Evaluating your current brand is the first step in the process, and rating the overall brand and then looking at each element can help you to decide the steps you need to take, and what (if anything) already works well.

Ask yourself these questions;

Does your brand have meaning? In other words, when people see your brand, do they immediately know what it is that you do? Does it grab attention, and let your customers know who you are?

Is it different? As well as being in line with your ethos, ask yourself if your branding stands out. If the colours, fonts, voice and tone are generic, you’ll look and sound just like everyone else – people need to be able to recognise you, so stand out!

Is it sustainable? Think about longevity. Just because your branding is on-trend now, that doesn’t mean it will be in ten years’ time. A good brand should be future-proof, and if the brand you have right now looks dated and old-fashioned, that’s a big warning flag, and a sign that you need to update it.

If you’ve answered YES to all of those, then you’re on the right track. But if they’ve thrown light on anything that puts doubt in your mind, you can start to think about which elements of your branding are not working, or even embarking on a whole rebrand throughout.

Elements of design in rebranding

I’ve spoken about this in more depth in my previous article, but I’ll just touch on some of it again. Because I find that many businesses misunderstand what branding actually is. Good branding encapsulates all the elements of your business – it’s far from just having a cool logo.

Yes, it might start with your logo, after all, it is an essential part of your branding and can set the tone for everything else within your business. For example, your logo will appear on almost all of the other elements of your marketing, including your website, email signature, letterhead, business cards, brochures, invoices, and shop front, if you have one.

But this essential element should be used to tie in with everything else, and it all needs to be kept consistent.

Think also about your tone – this is something I often see businesses getting wrong. The voice you use for your web content should be mirrored on your social media and printed material, and should match your overall image. For example, if your brand image is contemporary and youthful, your voice should always reflect that.

Don’t forget the re-launch

After your rebrand is complete, use the opportunity to launch your new brand image – this has a couple of benefits. Firstly, it reminds your customers to acknowledge your fresh presence, and it promotes you to potential new audiences.

Promote your new images on all of your social media channels, and share offline too. If you can use the opportunity to launch a new blog at the same time, then that’s even better – as this will also serve to let your audience know that you are actively making efforts to keep in touch with them on a more personal level.

The Severn Agency can help you in creating your new branding strategy. If you would like to talk to us about how you can refresh your branding, or would like advice on your current branding, please give us a call.

Design: ©Newell & Sorrell