You’ve just created a fancy new logo with a fresh, clean look for your business. Now, what do you do with it?
Rebranding your business requires a different approach from your initial branding strategy from back when you first launched. That’s because your business is growing in new, exciting directions while you work hard to keep your current customers happy.
What do you need to consider as you gear up for your rebrand and relaunch?
Your Brand is MORE Than Your Logo Design
Your logo conveys the vision and mission of your business, but it’s not your entire brand identity. Your brand sums up what your company stands for and how it appeals to and connects with your target audience. Your logo is a part of that.
Just as you did when you first launched your business, it’s time to show your customers what you can do for them. Only this time, you’re reminding them of how well you’ve been doing it all along. Now you’re ready to take it to the next level.
Spread the word about your upcoming rebrand and get people excited. Drop hints on social media that something big is about to happen with your company. When you’ve got a captive audience that’s emotionally invested in your brand, treat them like the valued customers they are.
Your business exists to serve its customers and make their lives better, easier, or richer, so keep them at the heart of your rebrand. When at last you unveil your new logo design, you’ll have your tribe eager to see what’s next from one of their favorite brands.
Brand Guidelines: Make Them, Stick to Them
Even if you’ve established your brand as a trendsetter in the marketplace, there are some rules you’ll want to uphold. Most importantly, stick by your branding design guidelines.
Consistency is critical when it comes to design elements, so a brand book that includes all of your design details will be essential. A brand book keeps color palettes, font types and sizes, content style, and more at the ready for your staff. While many of these things may become second nature over time, it’s a good practice to keep a record for consistency when it comes to elements of your brand identity.
Hopefully, you created a set of brand guidelines when you first rolled out your brand. If you did, you’ll find that it will make your rebranding efforts easier. If you didn’t do it then, make sure to do it now. As your staff changes and grows, a brand book will help keep everyone on the same page without issue.
Consistency may be essential for your brand, but that’s even more true for your rebrand. Successful relaunches favor an all-or-nothing approach to avoid confusion and even loss of business. So when you launch your rebrand with a new logo and design elements, be sure to update your visual design and marketing collateral across the board.
Make sure you update these items with your new logo design as applicable to your business:
- Email signatures
- Office/building signage
- Social media platforms
- Employee uniforms
- Online directories
- Promotional items and swag
- Trade show pop-ups
In your brand book, keep a list of all the places that your logo and design elements are visible so that it’s easy to tick off each one as you update it. You don’t want your old logo on your new merchandise.
Brand Messaging: Clear, Targeted Voice
While much of your branding work involves connecting with your target audience, it should also focus internally on your staff. To maintain a clear voice in your brand messaging and communication, you’ll need everyone on board with the changes.
Before you let your customers know of the rebrand, announce it to your staff and investors. Have a plan in place to communicate all design and content changes to avoid confusion.
Encourage input and suggestions from your staff on how to announce the rebrand to their current and potential clients. This communication will help them maintain a sense of connection to your brand, even though it might look very different from when they first came on board.
Next, get everyone excited about the relaunch! Now is the time to roll out new uniforms and promotional items with the new logo. Change can be difficult, so be clear to convey all of the positive results come with the rebranding strategy.
When it’s time to announce your rebrand and new logo to the public, go big or go home. Host an open house, give away free products, discount your services, or do any number of other things that will get current and potential customers excited about the new developments in your business.
Rebranding is exciting! Don’t leave it all dressed up in a new logo with nowhere to go. With a solid strategy, you can rebrand your business to offer better value to your existing customers and connect with new ones.