The Do’s and Don’ts of Rebranding: Lessons from the Trenches
DATE: AUGUST 28TH 2024
TIME: 5 MINUTE READ
SUBJECT: BRAND IDENTITY
Rebranding is a big deal. Whether you’re looking to refresh your brand to better align with your current goals, or you’re in the midst of a growth phase and need a new look that matches your evolving identity, rebranding can be a game-changer — but it’s not without its challenges. Done right, a rebrand can breathe new life into your business, attract a fresh audience, and solidify your position in the market. But done wrong? Well, let’s just say there are some cautionary tales out there.
In this blog, we’re diving into the do’s and don’ts of rebranding, sharing real-world lessons from the trenches to help guide you through the process. From avoiding common pitfalls to making strategic decisions, these tips will set you up for rebranding success.
Do:
START WITH A CLEAR VISION AND PURPOSE
Let’s kick things off with the most important step: knowing why you’re rebranding in the first place. Whether it’s to reflect a shift in your business model, appeal to a new target audience, or modernize your brand’s look, having a clear vision and purpose is essential.
The Pitfall: Jumping into a rebrand without a solid strategy is a recipe for disaster. If you’re not clear on why you’re rebranding or what you hope to achieve, you’ll likely end up with a disjointed brand identity that confuses both your team and your customers.
The Right Move: Take the time to clearly define your goals and what you want your rebrand to accomplish. This might involve some deep reflection on your brand’s values, mission, and how you want to be perceived in the market. Once you have a clear vision, everything else — from your new logo to your messaging — will naturally fall into place.
Pro-tip: Create a brand brief that outlines your rebranding goals, target audience, key messaging, and visual direction. This will serve as your roadmap throughout the rebranding process, keeping everyone aligned and focused.
Don’t:
IGNORE YOUR EXISTING BRAND EQUITY
It can be tempting to throw everything out and start fresh, but don’t underestimate the value of your existing brand equity. Your current brand has likely built up recognition, trust, and a loyal customer base over time, and abandoning all of that can be risky.
The Pitfall: Completely overhauling your brand without considering what’s already working can alienate your existing customers and create confusion in the market. If your audience no longer recognizes your brand, you may lose the very people who’ve helped you grow to this point.
The Right Move: Identify the elements of your current brand that resonate most with your audience. This could be your brand colors, your logo, or even your tone of voice. Instead of discarding these elements, think about how you can evolve them to fit your new brand vision while still maintaining that sense of familiarity.
Pro-tip: Conduct customer surveys or focus groups to get direct feedback on what your audience loves about your brand. Use this information to guide your rebrand, ensuring you retain the elements that matter most to your customers.
Do:
KEEP YOUR AUDIENCE IN MIND
Your brand isn’t just about you — it’s about your customers. A successful rebrand should resonate with your target audience and meet their needs and expectations. If you’re rebranding to appeal to a new demographic, this step is especially crucial.
The Pitfall: Rebranding based solely on internal preferences or trends without considering your audience can lead to a disconnect. If your new brand identity doesn’t align with what your customers want or expect, they might lose trust in your brand or feel that it no longer speaks to them.
The Right Move: Make your audience a central part of your rebranding process. Understand their needs, preferences, and pain points, and ensure your new brand identity addresses these. Whether it’s through visual design, messaging, or product offerings, your rebrand should feel like a natural fit for your target audience.
Pro-tip: Create customer personas that represent your target audience and use them as a guide when making branding decisions. This will help you keep your audience’s preferences top of mind throughout the process.
Don’t:
RUSH THE PROCESS
Rebranding is not something you can (or should) rush. It’s a complex process that requires careful planning, research, and execution. While it might be tempting to get everything done as quickly as possible, rushing can lead to mistakes that could cost you in the long run.
The Pitfall: A rushed rebrand can result in inconsistencies, poor quality work, and a final product that doesn’t truly reflect your vision. Whether it’s a logo that feels half-baked or messaging that doesn’t quite land, cutting corners during a rebrand can damage your credibility.
The Right Move: Give your rebrand the time it needs to be done right. This means thorough research, multiple rounds of revisions, and plenty of testing before you launch. Remember, a rebrand is an investment in your business’s future, and it’s worth taking the time to get it right.
Pro-tip: Set a realistic timeline for your rebranding project, including milestones for each phase. Factor in time for unexpected delays and revisions to ensure you’re not scrambling at the last minute.
Do:
ROLL OUT YOUR REBRAND STRATEGICALLY
Once your rebrand is ready to go, the way you launch it is just as important as the rebrand itself. A strategic rollout can build excitement, engage your audience, and ensure a smooth transition from the old brand to the new.
The Pitfall: Launching your rebrand haphazardly can lead to confusion and missed opportunities. If your new brand identity suddenly appears without explanation, your audience might be left wondering what’s going on, or worse, they might not even notice the change.
The Right Move: Plan a strategic rollout that includes a mix of pre-launch teasers, a big reveal, and ongoing communication with your audience. Use your website, social media, email marketing, and any other channels at your disposal to tell the story behind your rebrand and why it matters. This will help your audience connect with the new identity and get excited about what’s next.
Pro-tip: Consider creating a brand launch campaign that includes behind-the-scenes content, customer testimonials, and exclusive offers to generate buzz and encourage engagement.
CONCLUSION
Rebranding is no small feat, but when done right, it can take your business to new heights. By starting with a clear vision, respecting your existing brand equity, keeping your audience in mind, taking your time, and rolling out strategically, you can navigate the rebranding process with confidence.
Remember, a rebrand isn’t just about changing your logo or color scheme — it’s about evolving your brand’s identity to better reflect who you are and where you’re going. And if you’re feeling overwhelmed by the process, don’t worry — Maker + Made is here to help. We’ve been through the trenches and know what it takes to execute a successful rebrand. Let’s work together to create a brand that not only looks amazing but also resonates with your audience and drives your business forward.
