So, you’re thinking about rebranding. But there are many questions to consider. Does your entire brand need an overhaul, or do some elements just need a fresh coat of paint? How do you know which approach is best for your brand?
In this guide, we help you get to the bottom of an important question to ask when contemplating whether a rebrand or refresh is appropriate – “What’s the purpose for revising our brand?” Then we’ll provide you with tools to help make your rebrand a success, including an extensive, downloadable checklist.
First and foremost, it’s important to know why you’re rebranding. Maybe it’s to refocus your messaging, expand your footprint in a new geography or gain credibility in a specific market. Whatever the reason, your motivation for the change will help inform whether a brand refresh or a full rebrand is necessary to accomplish the goal.
A brand refresh, or partial rebrand, is often used to keep a brand up to date. The refreshed brand still maintains a strong connection to what it was before, but maybe includes an evolved company logo, updated tagline or refined messaging. Below are a few examples of when a brand refresh may be warranted:
A full rebrand is necessary when there is a fundamental change in your company. Your brand might look and feel completely different than it was before, including updates to your name, logo, personality, key messages, tagline, colors, font and more.
Consider the following times below when a full rebrand may be necessary:
It’s important to examine your brand and decide which elements are working and which are not – resist the urge to toss everything. Look at the tangible elements of your brand to ensure your brand identity, messaging and visuals align.
Once you’ve decided to update your brand, it’s time to get down to business. A rebrand is a substantial, multi-faceted undertaking that requires collaboration and support from across your organization. It can be tough to know where to begin and how to structure your approach, but these recommendations can help you build the framework to execute effectively:
You’ve done your research, secured approval from leadership and a million steps in between, of course. So… now how do you follow through? Consider these next steps to maximize the impact of your efforts and your new brand:
If your rebrand could benefit from some organization and planning, you’re in luck! Our checklist outlines an extensive list of places to apply your new branding, to help you prioritize updates and make sure you’ve crossed all your Ts and dotted your Is.