The word “rebrand” tends to evoke an emotional response. Maybe you’re excited about the idea of a new, more modern brand image. Maybe some of your team is attached to the existing brand, or the people who helped to create it. Or maybe you love to talk about rebranding but committing to such a major change is anxiety-inducing.
I get it! I know I don’t even like to change my hairstyle unless I’m feeling ready to shift into that new version of myself. So how do we know it’s the right time to rebrand and why do we need to do it at all?
Think of this post as a general guide to the rebrand. What is it, why should we do it, how do we know it’s time, and how do we get started. Save it or bookmark it to reference later! When the process is overwhelming or intimidating, go back to the basics of why you’re doing this and what the next step is.
What is a rebrand (or a ~brand~) anyway?
Mirriam Webster defines rebrand as: “to change or update the brand or branding of a product, service, etc.” or “to publicly refer to or describe someone or something in a new or different way”. Basically, you’re going to change the way you communicate who you are to your audience. Who you are (your values, products/services, mission, etc.) may not be changing, but you’re finding new and more effective ways of communicating that to a target audience, people who may become customers or clients.
You communicate with your audience in a variety of ways:
- Logo design
- Color palette
- Fonts
- Social media
- Website
- Product packaging
- In-person interactions
- Partnerships/collaborations
- Literally everything you do!!
So a brand is much more than a logo, though the logo often sets the tone for the visual brand. According to Forbes Magazine, “your brand is what your prospect thinks of when they hear your brand name…both factual and emotional.” So a brand does not exist inside a brand guide; instead, it exists within the hearts and minds of your audience.
While we can’t control everything someone will think about you or your company, we can make sure our communication is as clear and accurate as possible. We often communicate who we are unconsciously, showing people our values based on what we spend our time and money on. If we don’t put thought and intention behind our brand choices such as color, font, tone, and voice, we leave too much open to interpretation and let our brand be defined by someone external.
The rebrand is, therefore, an intentional and renewed effort to put strategy behind each aspect of your brand, defining and communicating who you are to the correct audience to have the greatest impact on your organizational goals.
Is it worth it, though?
The data suggests that, yes, quality branding/rebranding is absolutely worth the investment. According to Fit Small Business, branding consistency can increase your annual revenue by 20%, and a signature color alone can increase your brand recognition by 80%. In addition, they found in their poll of 4000 people that nearly half said they’d pay more from a brand they trust, and 64% of people claim shared values are a driving factor in their customer/brand relationships.
I think any of us can think of a few brands they’re loyal to, like the millions of Apple devotees or Starbucks addicts (as I write this blog from my Macbook inside a Starbucks). Maybe you value your hometown and support local businesses, even when they cost more. Or you buy products with more natural ingredients like Burt’s Bees. But where would we be if Burt’s Bees had a visual brand that looked the same as all the synthetic products instead of their signature honey-yellow and vintage-style logo?
But how do I know I’m ready?
If you know your brand is not effective or is not accurately communicating who you are, it’s time to start thinking about a rebrand. A rebrand doesn’t have to be a total overhaul; it can involve a new logo or just enhanced visuals that correlate with your logo and help give you visual consistency.
But don’t start there! Think broader about your brand. What is working and what isn’t? What do we want to communicate and who are we even talking to? What do we value and what kind of personality do we want to express? Does our existing logo, website, colors, voice, etc. communicate what we want it to?
Some small businesses know they’re ready to invest in branding at a point of scaling their business. Maybe they’re moving beyond their Etsy shop, hiring their first staff, or expanding their services. Or maybe they finally have the funding to get more professional branding consultation and design (congrats!!).
More established companies may be realizing that their existing brand no longer aligns with an evolved business and audience. When the business shifts, the brand needs to shift with it. Or perhaps, the brand just looks dated, your reputation isn’t great, or you just don’t like what you have to work with within your brand. These are all valid reasons to consider the rebrand!
Here are some questions I ask my clients to think through before we get started on our discovery sessions (and I help them find the answers sometimes, too):
- Why do you want/need a rebrand now?
- What challenges are you facing with your current brand?
- What are your top 2-3 values?
- Who is your target audience?
- What is your mission?
- What sets you/your business apart?
- What does success look like?
If you don’t know the answers to those questions, you may need to take some time to think it through either with your team or with the help of a brand consultant like myself. Your identity has to be defined before the design can begin or we’re leaving strategy and intention behind.
I’m ready! How do I get started?
At Idealist, I will work with you as a collaborator from start to finish. We can start with a free call to learn more about your needs and your vision. If the alignment is there, we can set up a personalized process and contract for you and your business. I’d provide you with a list of questions to think through before we get started and ask you to fill out a template creative brief to tell me specifically what you are looking for.
Next, we’d schedule a 2-hour discovery session to get in deep about you and your brand. This is your chance to tell me all about your visions and get inspired together! I’ll ask a lot of questions, show you some possible design inspirations, and you can even bring your own design inspirations or create an inspirational Pinterest board for us to look through.
Then I get designing! I’ll give you options, revisions, and opportunities to share your feedback throughout the whole process so that we come up with something we are both proud of. Every client has different needs, so the final deliverables and timeline will depend on your specific needs and capacity.
Some possible deliverables include:
- Logo + Sub-Brand Logos
- Design Elements (fonts, colors, graphics)
- Brand Patterns
- Brand Strategy Consultation
- Branded Templates for Social Media, Web, Print Materials, and more
- Brand Application Guide
- Content Calendar Creation
Worried about getting a “bad haircut” so to speak? At Idealist, we promise to always:
- Listen deeply
- Work collaboratively with you
- Believe in your vision
- Do our homework
- Create high quality designs
I can continue working with you beyond the initial logo creation and help you launch the new brand across channels. We’ll work together on building something you love.
Are you ready to elevate your brand and bring your vision to life? Reach out to me at sarah@idealistdesigns.com. I can’t wait to partner with you!
Idealist Branding + Design Studio 