Even though 2018 is still three months away, the time to plan any big changes is now, especially if you are planning a rebrand, which can be expensive and time consuming. Here are some helpful items to not forget in the process.
- Define your business
Take some time to explore your company’s core values and mission. Once you have them defined and refined, host a brainstorm session on how to convey these ideas using simple branding elements such as a logo, imagery, colors, etc. Be critical and ask important questions. Why should a customer choose you over a competitor? How is your company making the world a better place? Or is it? If someone hears your company’s name or sees its logo, what do you want them to think of?
- Do your research
Learn from other companies’ successes and mistakes. Do some digging to find out what rebrands have been well received by the public and which were flops. Many businesses have learned the hard way that change for the sake of change isn’t always a good thing. Don’t be one of them.
- Let others weigh in
If you have the resources, the information gathered from a focus group can be invaluable. If not, there are plenty of other ways to get creative. Reaching out to potential and current customers on social media is one of the best ways to get quick and honest feedback on ideas. Be sure to monitor responses closely, though.
- Dive in
Once you’ve determined that a rebrand is a route worth taking, put together your best creative team. This might consist of an in-house team, a team of consultants, or both. Put your heads together and create something fresh and impressive.
- Purge and replace
Keep a couple of each of your old marketing materials for posterity and toss the rest. Order all new collateral and promotional items with your brand new look and feel to have on hand.
Make a splash
A rebrand is no time to be subtle or fly under the radar. Use all of your channels to announce your new look and feel while trying to drive traffic back to your attractive new website. Involve your customers by providing a giveaway or discount. For example, if your rebrand comes after 20 years in business, a 20% discount on items or services might be in order. The important thing is to have fun with your rebrand!