Best Practices for Rebranding Your Business

Best Practices for Rebranding Your Business

Before jumping into a total or partial rebrand, it’s important to be proactive about your approach and conscious of the needs of your business. Doing so can ensure the process is rolled out according to schedule, on budget and in line with your business goals. Take note of these three best practices before shaping your rebranding strategy:

1. Determine the Level of Rebranding Your Business Needs

When it comes to rebranding, there are many elements that come into play. It can encompass every aspect of your business’s brand, including its:

  • Name
  • Key differentiators
  • Logo and tagline development
  • Key messaging
  • Brand identity standards
  • Ongoing brand management

A rebranding can even impact how you approach other aspects of your business, from your mission and work culture, to your customer service and product packaging.

However, before you dive head first into a rebranding initiative, it’s important to assess whether rebranding is needed at all by looking out for these four signs it’s time for a rebrand. Then, evaluate the effectiveness of each aspect of your brand to determine which areas may or may not need work. While some updates might be required, a complete overhaul of your entire brand is not always necessary in order to achieve your business goals.

2. Set Measurable Rebranding Goals

Setting measurable goals for your business’s rebranding initiative can help keep your efforts focused on achieving real results. It can be easy to get caught up in conceptualizing ideas for a new branding scheme, but if those exciting ideas don’t align with your business goals, the point is moot.

Rebranding should be a strategic step toward achieving your business goals. Without clearly defining your desired outcome of a rebrand, you may actually end up digging your business’s brand further into the ditch instead of elevating it. When setting your rebranding goals, consider these main points:

  • What is the desired impact of your rebranding?
  • What steps will you take to achieve your goals?
  • What KPIs will you use to measure your results?

3. Fully Integrate Your Rebranding Across All Marketing Vehicles

To ensure a successful rebrand, your business’s new brand identity must be completely integrated across all its existing marketing vehicles – both internal and external. This can include:

  • Stationery
  • Website
  • Social media
  • Advertising
  • Marketing collateral
  • Email campaigns
  • Videos
  • Signage
  • Presentations
  • Product packaging
  • Employee uniforms

Unifying all marketing materials with the new approach will help establish a clear, cohesive brand image. On the other hand, neglecting to fully integrate your rebranding or doing it on a gradual basis over time leads to inconsistency in your messaging, which can confuse your audience and be counterproductive to your rebranding goals.

These three best practices provide a basic structure for how to successfully approach your rebranding initiative. For additional insight and support, consider bringing on an agency partner, as the rebranding process can be multifaced and difficult to navigate internally.

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About The Author

As a content marketer, copywriter and brand strategist who operates in both the clouds and the dirt, Katie Casciato leverages the art of storytelling to develop and execute strategic marketing campaigns that generate tangible results for our B2B, professional services, corporate and non-profit clients.