Even if you have a killer business idea, the brand that you build for your company can make or break a business. A brand is essentially comprised of your company’s reputation, aesthetic, mission and values. Sometimes, when your company is experiencing a lull or you want to take on a new project, it can help to freshen up your brand so you communicate the right message and appeal to the right audience. If you’re thinking of rebranding your business, here are some simple steps below.
Figure Out Who You Are and Who You Want to Be
The first step in rebranding your business is discovering the heart of what you want your company to be about. To get a good sense of the company you want to project to the world, start by making a list of company values. Then, try to describe your company’s essence (for example, Apple might be “inspirational,” while Ford might be “rugged” or “adventurous”). These descriptors will help you get at an image and aesthetic that matches your brand.
Conduct a Brand Audit
Look at your current brand and try to determine what works and what doesn’t. Conducting a successful brand audit can include looking at your web analytics to see what about your website is working (and what isn’t), sending a survey out to customers to see what they most like about what your brand and what they think you could change and doing user testing of new branded products and designs. The results of a brand audit can help you figure out what direction you want to go in for your rebrand.
Look at Your Competitors
When you’re rebranding, it can be helpful to take a look at your competitors and see how their brands stack up. You’ll want to learn from their successes — but also figure out how you can differentiate yourself so that you stand out from the crowd.
Create New Brand Assets
Once you’ve done research and work to determine your company’s new core aesthetic and values, you can team up with designers to create new branded assets. These things help communicate to the world who you are now and how you’ve changed. Some branded assets to focus on include:
- Logo (which should go on all websites, social media platforms, letterhead, business cards, signs, ads and more)
- Tagline or motto
- Voice (i.e. the tone and language you use in your marketing, packaging, and PR materials)
- Marketing Content (i.e. the actual marketing content you use to reach out to potential customers, including blogs, videos, newsletters, flyers and more.)
If you’re a marketer at a company rebranding your business, the essential steps include taking a good look at who your company is now and what’s working well for you — as well as who you want to become.