Is your company out of touch when it comes to current market conditions, trends in design and imagery when it comes to appealing to consumer behavior? Is your brand competitively challenged, stale and out-classed by new, technologically savvy competitors? Are your consumers or worse, you and your employees, tried of the same old thing?
Well, its probably time to Rebrand.
Here are some reasons a rebrand is essential while competing in a competitive industry and fighting to gain additional market share.
Market Evolution:
As markets evolve, a company's brand may no longer reflect its current offerings or market position. Rebranding can help align the company's image with its updated products, services, and target audience.
SEO & Reputation Management:
If a company has faced significant negative publicity or a decline in reputation, rebranding can help reset public perception and demonstrate a commitment to change and improvement. When a company's SEO and brand equity scores drop on Google, there is trouble brewing. Caution ahead.
Mergers and Acquisitions:
When companies merge or are acquired, a rebrand can help create a unified identity that represents the combined strengths and values of the merged entities.
Differentiation from Competitors:
In a crowded market, rebranding can help a company stand out from competitors and clarify what makes it unique.
Expanding or Changing Markets:
When a company enters new markets or broadens its target audience, rebranding can ensure the brand resonates with the new demographic and cultural context.
Outdated Image:
Brands can become outdated over time. Rebranding can modernize the company’s image to appeal to contemporary tastes and trends.
Legal Issues:
Trademark disputes or other legal challenges might necessitate a rebrand to avoid confusion or legal penalties.
Corporate Change:
Significant changes in company leadership, vision, or structure can prompt a rebrand to reflect the new direction and ethos of the organization.
Globalization:
Expanding into international markets may require rebranding to accommodate different languages, cultural nuances, and consumer behaviors.
Technological Advancements:
Technological changes can make a brand's current identity seem obsolete. Rebranding can help convey that the company is up-to-date and innovative.
Rebranding can be a strategic move to ensure a company stays relevant, competitive, and positively perceived in the marketplace.
Well, now you know you need a rebrand. Now what?
This is What is Included in a Rebranding Strategy
Company Rebranding Objective:
To completely rebrand {Insert Company Name} to align with their evolving vision, values, and market positioning, enhancing brand recognition and engagement with their target audience.
Key Elements of the Rebrand:
1. Brand Strategy Development:
- Conduct market research and competitive analysis.
- Define brand positioning, mission, vision, and values.
- Develop a unique selling proposition (USP) and brand messaging framework.
2. Visual Identity Design:
- Design a new logo and tagline.
- Develop a color palette, typography, and iconography.
- Create brand guidelines detailing the use of visual elements across various platforms.
3. Collateral Material:
- Redesign business cards, letterheads, and email signatures.
- Develop templates for presentations, reports, and internal documents.
- Create promotional materials such as brochures, flyers, and posters.
4. Digital Presence:
- Redesign the company website, ensuring it aligns with the new brand identity.
- Update social media profiles and develop branded templates for posts.
- Design email marketing templates and other digital communication assets.
5. Internal Brand Rollout:
- Develop internal communication plans to educate and engage employees about the rebrand.
- Create training materials and brand handbooks for staff.
- Organize internal launch events or workshops.
6. External Brand Launch:
- Develop a launch strategy including PR, social media campaigns, and advertising.
- Plan and execute launch events, both online and offline.
- Create press kits and coordinate with media outlets for coverage.
7. Ongoing Support and Monitoring:
- Provide brand monitoring tools and guidelines.
- Offer ongoing support for brand management and consistency.
- Conduct periodic reviews and adjustments based on feedback and market response.
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Rebranding Deliverables
1. Brand Strategy Documents:
- Market research report.
- Brand positioning statement.
- Brand messaging framework.
- USP and brand narrative.
2. Visual Identity Assets:
- Logo files in various formats (JPEG, PNG, SVG, EPS).
- Brand guidelines document.
- Color palette and typography files.
- Iconography set.
3. Collateral Materials:
- Business card designs.
- Letterhead and email signature templates.
- Presentation and report templates.
- Brochures, flyers, and posters.
4. Digital Assets:
- Redesigned website.
- Social media profile designs and post templates.
- Email marketing templates.
5. Internal Brand Rollout:
- Internal communication plan.
- Training materials and brand handbooks.
- Event planning and execution support.
6. External Brand Launch:
- Launch strategy document.
- Event planning and execution support.
- Press kits and media coordination.
7. Ongoing Support:
- Brand monitoring tools.
- Support guidelines.
- Review and adjustment reports.
Rebranding Project Timeline:
Plan ahead, expect delays, and stay true to the needs of your audience.
1. Initial Research and Strategy Development: [Start Date] - [End Date]
2. Visual Identity Design: [Start Date] - [End Date]
3. Collateral Material Development: [Start Date] - [End Date]
4. Digital Presence Revamp: [Start Date] - [End Date]
5. Internal Brand Rollout Preparation: [Start Date] - [End Date]
6. External Brand Launch Preparation: [Start Date] - [End Date]
7. Ongoing Support and Monitoring: [Start Date] - [End Date]
The last step is measuring data.
Ask and survey your audience how the new brand is impacting consumer behavior, purchasing decisions, and measure the data to compare the result to historical brand sentiment evaluations.
Published by WebMarkets