What can make or break your rebranding?
Posted on June 10, 2019
Rebranding is a great way to refresh an existing company and connect with new audiences. If rebranding is done effectively it can help keep a company current and ahead of market trends. Your company brand is so more than just your company logo. It is the message that you portray about your business across all your communication channels and establishes how your audience feels about your business when they think of you. So what exactly can make, or perhaps more importantly break, your rebranding?
• Select a specific market you want to connect with
Prior to rebranding ensure you have a clear reason why you want to rebrand. Think about the specific market you are trying to reach and ensure every choice you make relates back to that audience.
• Support your rebranding with digital changes
While a new marketing campaign and company image are great contributions to rebranding, they won’t have long-lasting effects unless you have made digital changes that support your rebranding efforts, such as a new website design and new social media pages.
• Base your rebranding on customer feedback
Interact with your clients and determine what did and didn’t work for your old brand. For example, if they found your website hard to navigate ensure User Experience is a priority in your rebranding efforts. Try to determine what about your original branding resonated with your customers and try to enhance on this in your rebranding.
• Don’t use your competition as inspiration
While it can be tempting to want to base your rebranding on a successful competitor, you need to have your own voice and presence as a company. Don’t copy the ideas of another brand as this will ensure your company always remains secondary to them.
• Don’t base your rebranding on colour
While changing up the colour scheme of your company can be a great addition to rebranding, on its own it is not enough to make a difference. Rebranding is so much more than a new logo or colour scheme; it is a tool to take your brand to a new level and create a digital platform to support it.
An example of poor rebranding was the attempt made by GAP to reinvent their company based solely on a logo. The rebrand was based around a new logo which seemed to come from nowhere and appeal no one in particular. The original GAP logo had been used for 20 years and was a popular fashion statement, removing the logo lost much of GAP’s identify and uniqueness. Needless to say, after just six days, GAP reverted back to their old branding, taking a huge financial loss by doing so. What we can learn from GAP is that rebranding must have a purpose and it must be done without losing the uniqueness and identity of a company.
If you need help with rebranding, contact Trident today. We are a creative agency, Midlands based that offer graphic design services, rebranding for businesses, SEO and website builder.
Written by Adam Burrage
Managing Partner at Trident
What else can we do?
Here are a few of many creative services and abilities we have: