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Rebrand and expand: our top tips for a marketing makeover

30th June 2020

Rebranding your business isn’t a decision that should be taken lightly. The fine line between a rebrand revolution or a design disaster will make all the difference when it comes to retaining your existing customer base while encouraging new business through your doors.

Here, we take a look at the steps you should adopt to ensure your rebrand doesn’t turn out to be repulsive.

Know your objectives

You can’t start a rebrand without first knowing what you’re trying to achieve. Think about what does and doesn’t work about your current brand and whether you need to ramp up or tone down your existing image. Establishing a story behind your brand so you can create a ‘tone of voice’ is crucial to making sure the rebrand journey starts out on the right path.

Check out your competitors

If there’s a competitor you admire, or even something you don’t like, taking a look at what is going on in your industry sector is a great way to develop a brand benchmark that will make you stand out. Research what others are doing and form comparisons for your own business. Are you better or worse? It’s also worthwhile making a note of your competitors’ brand assets, and reviewing their services, so you don’t end up duplicating brand designs and can work on gaining the competitive edge when it comes to your digital and online presence.

Plan your palette

Different colours will evoke different reactions. Think about how you want people to receive your brand and which colours might elicit these emotions. For example, red evokes passion while green is synonymous with calmness, freshness and safety.

To rename or not to rename

Renaming your business can be a risky move. However, there are a number of reasons you might consider doing this. For example, companies often outgrow names and many of the top brands, such as Pepsi (once Brad’s Drink) and Google (originally called BackRub), have made the move to a new moniker with great success.  This doesn’t mean to say changing your name is the right thing to do, but if it doesn’t fit with the current marketplace, is too similar to other company names, or it’s too long, then it could be a good idea to have a think about how you can adapt and update.

Logo logic

A logo is more than just a symbol stamped onto your stationery. It’s your brand’s identity and should speak volumes about who you are and what you represent. Finding the logo that hits all the right notes and allows your brand personality to pop can be a journey of discovery. When designing a new logo, it’s worthwhile consulting with professionals who are not only adept at creating memorable and identifiable images, but will also offer a fresh perspective for your logo ambitions.

Taking the plunge

Once you’ve made the decision to rebrand, you will need to get organised and follow through with the process logically and methodically. Creating a timeline for when you want specific tasks completed, such as your website redesign and delivery of new marketing materials, will help keep things on track. Making sure you have all elements completed and in place before showcasing your masterpiece to the outside world is important for retaining brand consistency.

Ready to launch

When all the legwork is out of the way, now comes the exciting part – launching your new brand. Issuing a press release to relevant media, promoting it on your own social media platforms and sending e-shots to your existing sales database are all ways to get the message out there.

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ARTICLE BY:

Jamie Forsyth - Creative Director

A design and graphical lover, Jamie brings 20 years’ creative studio experience to his role, producing stunning results for a range of clients. Over the years, Jamie has worked with BMW, Zoopla, Experian, Mercedes, Canon and Sky, winning awards for his innovative campaigns.

A talented guitarist and singer, Jamie used to tour and play festivals with his band (although these days he’s given up on his boy-band dreams and prefers to be a member of the audience).

He also plays football and is a life-long (and long suffering) Crystal Palace fan.

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