This brand refresh was handled particularly well. If you’re thinking of rebranding, here are ten steps to follow before, during and after. Launching a rebrand requires careful planning and execution to ensure its success. Here are ten steps to follow when launching a rebrand:
- Define your goals: Clearly articulate the reasons behind the rebrand and what you hope to achieve. This could include attracting or refocussing on a slightly different target audience, refreshing your brand image or offering, or aligning with a new strategic direction. Businesses evolve, and so should your branding!
- Conduct market research: Understand your target audience, competitors, and industry trends. This will help you make informed decisions about your rebrand and ensure it resonates with your intended audience. A good brand designer will also do this for you.
- Develop a brand strategy: Create a comprehensive brand strategy that outlines your brand positioning, messaging, visual identity, and brand personality. This will serve as a roadmap for your rebrand and guide all future brand-related decisions. While this is more a marketeers remit, we can partner with Marketing and/or help you pick the right person.
- Involve stakeholders: Engage key stakeholders, such as employees, customers, and partners, in the rebranding process. Seek their input, address their concerns, and ensure they understand and support the rebrand. While this can at times feel ‘too many cooks’, getting people involved at the start can shape a brand into something that works for everyone, and ensure the transition is smoother.
- Create a compelling brand story: Craft a narrative that communicates the essence of your rebrand. This story should explain why the rebrand is happening, what it means for your audience, and how it aligns with your brand's values and mission. (This step sits hand in hand with the previous step)
- Develop new brand assets: Enter Jili Allen Creative stage left! We will design new logos, visual elements, and brand collateral that reflect your rebrand. We will also ensure consistency across all touchpoints, including your website, social media profiles, packaging, and marketing materials, so don’t forget these aspects when you’re budgeting.
- Plan a launch event or campaign: Create a launch plan that includes a timeline, key milestones, and promotional activities. Consider hosting a launch event, organising a social media campaign, or partnering with influencers to generate buzz around your rebrand.
- Communicate with your audience: Develop a comprehensive communication plan to inform your audience about the rebrand. This may include press releases, email newsletters, social media announcements, and website updates. Be transparent, address any concerns, and emphasize the benefits of the rebrand for your audience.
- Train employees: Educate your employees about the rebrand and provide them with the necessary tools and resources to represent the new brand effectively. Ensure they understand the messaging, visual identity, and brand values to maintain consistency across all customer touchpoints.
- Monitor and evaluate: Continuously monitor the impact of your rebrand through metrics such as customer feedback, sales, and brand perception. Make adjustments as needed and learn from the process to improve future branding efforts.
Remember, a successful rebrand requires careful planning, effective communication, and a deep understanding of your target audience, but most of all, it requires involvement and the ability to see your brand from the outside and adjust accordingly.
Time for a rebrand? Contact us at Jili Allen Creative.
