Rebranding is a huge decision, and not one to be taken lightly. However, it can breathe new life into your business—if you do it right.
So… should you rebrand?
It’s never too late to rethink how you want to present yourself to your customers, and try a new way of doing things. However, it’s important not to attempt to cover up past mistakes by rebranding and hoping that a new face and name will do the trick; if you’re facing core issues, refreshing your branding won’t fix them—you’ll need to dig deeper, seek advice, and think longer-term.
There are a few key reasons you may wish to consider a rebrand. Are you growing well financially, and engaging well with your customers? Are you still proud of your business branding and ‘personality’? Do you have a strong following and good brand awareness? If you were starting your company again tomorrow, would you do everything the same, or differently—and why?
If you’re struggling to connect with your audience and gain brand awareness, feel a niggling sense of annoyance that your logo is out-of-date, or feel that your key services aren’t being well communicated to potential customers, then a rebrand may be a good option for you.
We’re in the middle of this process ourselves, so can offer some advice.
Identify the WHY
We’ve been mistaken for a publishing company many a time—and with a name like Giles Publications, it’s hardly surprising! Once people get chatting, they soon gain a better understanding of what we offer, but the key job of a company name is to connect with people swiftly and convey to them what it is we actually do.
If you’re considering rebranding, be sure to pin down exactly why you’re doing so as specifically as possible. Begin with a single key objective, and set out some clear and measurable goals (for example, if your objective is to be better understood by clients, your goals could be to see a certain growth in client acquisition, to see a higher conversion rate from networking events, to rank higher on Google search for certain keywords, and so on).
Identify the WHO
Who are you currently, and who do you want to be seen as in the future? We spent hours in our meeting room throwing out words and values that we associate with Giles Publications (brand words and values), and constructing a phrase that accurately describes who we are and what we’re about. You should do this before you even consider a new company name.
This is a good time to consult with your marketing department (or to seek outside advice), and plan ahead with your measurable goals and objectives in mind. Say, for example, that we love the look and sound of “Simply Giles” as a company name (to be clear, we don’t!)—does this align with our brand values and meet our objectives? In this case, the answer is clearly no.
Identify the WHAT
What will you be changing? Your name? Company personality? Logo? Colour scheme? Will you be streamlining or expanding your services or products themselves? Generally, it’s a good idea to roll out a rebrand across the board for consistency and brand recognition (online accounts, business cards, products, internal and external materials, email signatures), but you should clarify what will work for you and your circumstances. It may also work to incorporate a story for why you changed your branding into this part; it can help to humanise your brand and connect with your customers.
Identify the WHEN
Make sure you’re prepared and ready before you do anything! It may be a good idea to inform your clients ahead of time, and assure them that your team and working relationships will remain the same—you might even want to plan a launch party. All of this is personal to you and your customer base, but you should consider it all before you begin the rebranding process so that it all comes together coherently and concisely.
For more information about our recent rebrand, see our previous blog post here. If you’d like some advice or to chat further about your branding and whether we can help you, do get in touch.