Gregg Jaclin on Tackling a Company Re-Brand

GREGG JACLIN

CONSULTING INSIGHTS: Tackling a Company Re-Brand

GreggJaclin.com

Your company’s brand determines how clients and competitors perceive you. Rebranding is a big task to undertake and not one to enter lightly. Still, as businesses grow and develop, sometimes it becomes clear that your original brand strategy is no longer a good representation of your business. When this occurs, it is time for a rebrand. Read on to learn how to go about the process effectively and avoid common pitfalls.

START WITH YOUR AUDIENCE AND VISION Your brand influences the way your audience perceives your business and how you communicate your vision and values. When considering a rebrand, the first step is to evaluate your brand effectiveness and how that differs from what you would like to achieve with new branding strategies. Maybe your client base is expanding, and your logo no longer connects with your audience demographics, or your service offerings are growing, and your vision doesn’t encompass the full spectrum of your company. These are valid reasons to tackle a rebrand, and knowing what you hope to achieve will ensure the process is fruitful rather than a waste of time.

REBRANDING SCOPE Rebranding does not always have to be a complete rebrand. Once you know your goals for the rebranding process, you can determine how much you actually have to invest to achieve those goals. Sometimes, a simple logo redesign and tweaking your mission and values statements is enough. Other times you might need an entire overhaul, including color palettes, websites, or even company names. Regardless, decide how much you need to tackle to be effective beforehand.

CONSIDER NAME AND SLOGAN

Your name and slogan are generally what is most memorable about your brand, and changing them is a massive undertaking. Make sure you don’t jump the gun and change them without good cause. Many companies have changed their name and rebuilt themselves more robust than before, but it is no small decision and can cost you brand recognition.

TACKLE VISUAL IDENTITY Your visual identity is arguably the most influential aspect of your brand. Trends for colors, logo styles, and typography change over time, so it’s important to make occasional updates to stay relevant and make sure your brand looks appealing and trustworthy. Visual identity can be a big undertaking, but make sure you take the time to establish solid brand guidelines. Having a set color palette and guidelines for using the logo will help you maintain a cohesive visual identity across all communication channels.

IMPLEMENT COHESIVELY Finally, an essential part of a rebrand is ensuring it is implemented cohesively. Communicate with your team throughout the process to ensure everyone is on the same page about when and how the changes should be implemented. This will ensure your clients experience as little confusion as possible throughout the process, and the changes go smoothly.

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