Branding involves various aspects of both visual and verbal communication. These visual and verbal messages help capture your audience, help them understand more about your business, and inform them of what sets you apart from your competition.
In today’s competitive world, authentic brands thrive off of the trust and credibility they build with their audience. With the endless buzzing of messages, your average customer is exposed to more than 3,000 ads per day. This means all brands whether they are large corporations or small startups have very little time to communicate their brand to their audience.
When evaluating the effectiveness of your branding there are a few things to look at. When your Facebook followers see your posts, do they recognise them as one of yours? When people visit your website, are they getting all the information they need to know more about you? Are your communication strategies aligned across all your channels and platforms?
If you feel a shred of doubt when asking yourself any of these vital questions then it might be time to rebrand your business. While rebranding can be a difficult decision and equally difficult in its execution, it can sometimes be exactly what your business needs to thrive again.
We’ve developed a small guide to get you started on the right foot. So if you’re ready to take the leap into rebranding then read on…
Analyse Your Current Branding
Just like every business process, your first step is to analyse your existing branding. In this analysis, you should be asking hard-hitting questions like What’s so great about your products or services?
Is there room for improvement?
What have your existing customers been saying about your product/service and what do they like about it?
Take a step back and look at your business in the eyes of your potential customers. How do they see your business? When visiting your profile what do they instantly see on your homepage? What value are they receiving from you?
The final part of your analysis is looking at your numbers and metrics. What kind of customers purchase your product or service? Was this your initial target market? How can you market better to those customers?
Identify What You Need to Rebrand
When rebranding your business it is important to understand who your customers are and what they actually need. When you understand their needs and wants you’ll be able to pinpoint what they are looking for.
Rebranding isn’t only about changing a few colour palettes, a logo, putting them all together, and calling it a rebranding campaign. You need to probe and delve into what makes your business unique and find the core of your business and why you do what you do. Explore what purpose you serve to your target market.
Brainstorm and Share Ideas
Most people tend to skip the first two steps and jump straight into the third, brainstorming. However, including the first steps of the process makes brainstorming much easier and helps add value to any of the creative concepts you might come up with during your brainstorming sessions.
A great way to stay organised and on track is to have a list of all the elements you want to communicate and everything you took note of during your branding audit. Draft up a list of words that relate or have a connection to your brand. When drafting these words keep in mind the impression you want to leave on your customers when they read, hear or see anything related to your brand.
Another great way to stimulate your creative brainstorm session is to create and incorporate a mood board. Platforms like Canva and Pinterest can help you organise ideas and thoughts in a visually appealing way. Add things to your mood board that you feel can relate to your brand like unique icons or symbols and colour palettes.
Conceptualise and Create
Once you’ve developed all the necessary elements from your brainstorming session, it’s time to incorporate these elements into your brand identity. This step can be either something you do yourself, hire an in-house professional, or even outsource with an agency. Outsourcing can save you time, effort, and resources from your end
During this step explore new opportunities to incorporate the new elements you have pinpointed from the brainstorming session. Be sure to conceptualise elements that are versatile enough to expand as your business grows in the future.
A great way to get all these ideas down in a structured way is to develop a brand guide. Your brand guide includes your logo, the colour palettes, and the fonts you want to include in your brand’s visual identity. This will serve as a sort of instruction manual for visually and verbally communicating your brand to the world.
Another thing you may want to consider including in your brand guide is how you will communicate to your customers. Think of your business as a human; how will they talk to your customers? Are they casual or formal? This is your brand’s tone of voice.
We’ve developed a Brand Tone of Voice template to get you started, click here to download.
Publish Your Visual Items
Once you have conceptualised and created all the visual items from your brand guide, it’s time to start incorporating all these elements into your channels, platforms, and any other branded items. These range from your website and social media profile pictures to your email signatures and business cards. When rebranding, consistency is key. Make sure you are consistent across all your platforms and channels.
Announce Your Rebranding
The final step in rebranding is getting the word out about your recent change. This depends on how drastically you have changed your brand. This will either be a slow transition or all at once. In both cases, you will need to inform your customers and audience about the upcoming changes to avoid confusion and create a sense of excitement.
One great way to build the excitement of your customers and audience is by telling them about these changes. You could send out a mass email to your subscribers, post on your website’s blog, or tease them with sneak peeks and engage them with competitions on social media.
It’s crucial to communicate clearly what is happening to create a sense of anticipation rather than a sense of confusion.
If you’re still unsure of whether you want to rebrand or even where to start, get in touch and book a consultation with us today. You can also download our free rebranding template here.