You are not alone. A rebrand can seem like a mammoth task and one that you may think you just don’t have the time for, but you might be missing a trick. Sure, it is safe to say that there is a great deal of time, effort and dedication that goes into a rebrand, BUT if you take the time and seek the right support, then you will see the benefits and wonder why you didn’t make the move sooner.
Businesses often decide to rebrand for many reasons such as international growth, new management, or an outdated image. Whatever the reason, it's important to create a brand that people will remember.
When you create a customer following, of people who know who you are, and who understand and share your business values, ethos and mission, then they will be invested in your business, and that’s a priceless asset.
The secret is how you go about rebranding and the starting point is…reflection.
Reflection
Branding
isn’t simply a logo; it is about an ethos and brand personality that runs through the business. To get a clear understanding of this you need to go back to the very beginning.
You need to ask yourself a number of questions, which look simple, but which in our experience, tease out a wealth of information that you may not be conscious of, such as:
- Who are we?
- What do we offer to others?
- What is it that we’d like to be known for specifically?
- What is our objective for rebranding? What do we want to improve by it?
All of these points of reflection are key to really understanding the
unique story of your business. Clear and considered answers will feed smoothly into the vision of the brand and as result generate a more genuine and cohesive reach to the consumer. Step one, is all about going back to basics, setting aside any egos and preconceptions, and starting afresh.
Mission, vision and values
Once you’ve conquered the above, you can then think about your mission statement, vision and values. Of course, you may already have these in place, but they are worth going back to and reviewing as part of the rebrand process.
A mission statement gets to the heart of why a company exists rather than the how and is used to explain in one sentence your company’s purpose for being.
Your vision statement is the one where your core values will sit. What are the values and priorities
of your company? A vision statement also looks to the future as it incorporates the direction you see the company moving in, so with a rebrand reviewing this is particularly key because if you already have one, it may have now changed depending on your reasons for a rebrand.
It will pay off to really take the time to write these statements down with passion and thought as they represent the cornerstones of your business and will run through your entire rebrand.
Research
To rebrand successfully, you need to understand
the demographic you’re already speaking to and really comprehend what has and has not worked.
This can take the form of surveys or focus groups and will really help to position the rebrand in the correct way for maximum impact and delivery and ensure that it is aligned with your intended audience.
Share with your team
Objective opinion is a great thing and as such you should give all company employees the opportunity to tell you what they think of the brand. Anonymously or in an open forum so that thoughts can be shared, and organic conversation and discussions generated.
Excited employees are more likely to be enthusiastic brand ambassadors for the business. So be open and honest and most importantly listen to what staff from all areas of the business have to say, as some may be in customer facing roles and be able to feedback from a customer point of view.
Preparation and rollout
This is where everything will come together and is also where you may seek out a professional branding team to help you if you haven’t already. Remember the right branding
team will listen to you, guide you and take a lot of the stress from your shoulders onto their own. Step by step they will lead you through the process with a plan of who will be in charge and who needs to be notified.
Don’t rush and instead set yourself reasonable timelines to follow that will deliver a result that is authentic and genuine. Be honest with your target audience and explain why you are rebranding; your following will appreciate you and your brand even more.
Create timelines and checklists to ensure deadlines are hit on time. Create announcements
to generate interest and excitement and most importantly…have fun! A rebrand should be exciting and thought of as a flower blossoming into its fullest potential.
Being deliberate in your intention in terms of the why and how of going about a rebrand will save you time in the future. Please don’t think of a rebrand as a bad sign and a failure. It often means that the company has grown and evolved above and beyond its first vision statement and is ready to reach new heights.
Rebranding offers a great opportunity to strengthen the company’s reach and really solidify it in the eyes of its customer.
How can we help?
If you’re still unsure in which direction to take a rebrand or where to even begin the team at LCM are on hand to help you through the journey. Our approach to develop a compelling brand identity has transformed organisations not only in how they convey themselves to the outside world but to how they operate, and we can transform your business too!
To understand how we might be able to help you please don’t hesitate to get in touch with us by calling
01489 891870
or emailing us at
info@lcm.co.uk.
