Is your company getting lost in the competitive industry environment? If so, it might be time to consider a rebrand to make your company stand out from the crowd.
Or maybe your brand is going through an evolution and has already started the rebranding process.
Below are some helpful tips to take into consideration when getting started on rebranding a company:
- Set expectations early on by letting clients, funders, stakeholders, employees, etc. know a rebrand is happening. Continually update them about everything that is going on and changes being implemented.
- Be transparent about the rebrand from the beginning to squash any rumors from spreading or eliciting bad press. Use this time as an opportunity to explain (never excuse) why the company is rebranding.
- Before developing a design, marketing materials and tactics to convey the rebrand externally, solidify a positioning strategy and make sure that strategy remains true throughout the entire business.
- It’s important to not only keep employees informed about these changes, but make sure they understand the rebrand effort and then use them to help spread the word.
- Have a soft launch first to make sure everything has been updated and that there are no problems before setting an official launch date.
- Announce the changes via social media sites, email, in a press release, or the print media (newspapers, trade publications); it’s crucial to get the word out and convey the company’s new identity to the marketplace.
- Once a new brand has been built and launched, it’s critical that it is defended at every turn. Make sure the messaging, logos, design and even the colors all remain consistent. It’s vital that the new brand maintains continuity.
Rebranding can be a slippery slope; it’s critical during this time that you set the example as a company and be transparent about the process, double-check that all materials reflect your new brand, distribute an announcement to get the word out quickly and alert all parties that might be affected by this change to avoid backlash.
For additional information, we recommend you look at this Inc. article for 10 more ideas about rebranding and this great article from Business Insider about how to avoid rebranding disasters.
If you need guidance navigating your rebrand or you’re ready to start implementing a rebrand, the Cooksey team is here to help. Check out some of our work and reach out to us if you want to learn more.
A Cooksey Staff Member