Whether you are considering making a small logo tweak or a complete personality change, here are four questions you should ask before you go down the road of rebranding.
What does rebranding mean to you?
A rebrand can mean many things to many people, so it is important you are clear on what you want and what it means to you. For some, it is a simple update to their logo and messaging, but for others, it is a complete brand change, that may include a new logo, brand personality and even business name.
As you can imagine there are significant differences in cost – and not all are financial. If you want to make a big brand change, and you have been operating for a while, there are a few more things you need to consider like:
- What is the goodwill associated with your brand (your reputation and implied credibility)?
- How recognisable is your brand to your customers and potential customers?
- Have you done a lot of work on SEO that you could lose should you change name and domain name?
Why do you want to rebrand?
This is the most important question to answer when thinking about rebranding, and you need to answer it honestly. Is the rebrand because you want or need a change or is it because the customer you want to target is disconnected from your brand?
Doing a complete rebrand can be a big marketing task, and in many ways, you will be starting again so make sure it is for the right reasons. If the reason behind your rebrand is that you want or need a change to feel more energised in your business again, then look at a slight logo update or a change of messaging as opposed to a full rebrand.
Who are your customers and what do they want from your brand?
Your customers should always be at the forefront of any brand decision you make. After all, if they don’t feel connected with your brand they won’t buy from you, and that is a BIG problem!
Look at who your customers are and what they are likely to respond to. Say for instance you want your favourite colour pink reflected in your logo, but your clients are mostly male, it may not be the wisest choice. While this is a basic example, the same applies to the rest of your brand.
Don’t make the mistake of making your brand entirely about you. While you do need to have a connection to it for authenticity, and you may have even founded your company out of a personal need or frustration you are not your customer.
Where are you going?
Peek into the future, what do you want to achieve with your brand? What are the values, vision and mission of your business? What difference do you want to make in the lives of others? What do you want to be known for? What growth and innovation plans do you have? What goals do you want to achieve? Where do you want to be in three, five and ten years?
Now ask yourself, what kind of brand will get you there? What story do you need to tell and sell to capture the minds and hearts of customers and potential customers?
That is the brand you need to create or keep.