From Zero to Brand Hero:The Milestones of Rebranding
Rebranding a company is a significant undertaking that involves changing a brand’s image, name, or even its entire business model. It is an important strategic move that can help a company redefine its position in the market and attract new customers. However, rebranding a company is a complex process that requires careful planning, execution, and monitoring. We know because we’ve helped many companies navigate the rebranding process. In this blog, we will discuss the milestones of rebranding a company.
A company rebranding checklist helps you organize all the steps to create a new identity for your business. It includes everything from choosing a name to designing a logo. This article and the checklist download will help you get organized around your rebranding efforts.
Research and Analysis
The first step in rebranding a company is to research the current brand’s identity and market position. This involves analyzing the company’s products, services, target audience, competitors, and market trends. The research helps identify the gaps in the current brand identity, and the areas that need improvement. It also helps in understanding the preferences and expectations of the target audience and how the new brand identity can meet those expectations
Developing the Brand Identity
The brand identity is the visual representation of the brand, including the logo, color scheme, typography, and other design elements. Developing the brand identity is a critical milestone in the rebranding process. It requires careful consideration of the brand strategy and target audience preferences. The brand identity should be simple, memorable, and consistent across all channels and touchpoints.
Creating Brand Guidelines
Brand guidelines are a set of rules and standards that define how the brand should be used across different channels and platforms. It includes guidelines for using the logo, typography, color palette, imagery, tone of voice, and other visual and verbal elements. The brand guidelines ensure consistency and coherence in the brand identity and messaging.
Update Brand Assets
Updating all brand assets starts with collecting and creating a list of the materials to update. This process can be cumbersome for organizations with a long history. Collaborate with all department leaders to collect a list of branded assets from their team members. Be sure to ask employees about physical assets such as promotional items and business cards as well as digital documents like presentations or forms. Examples of brand assets to update include:
- Promotional Materials or Swag
- Trade Show Booths
- Sales Proposals
- Patient or Customer Forms
- Training Materials
- Marketing Materials
- Building Signage
- Internal Signage
- Branded Rugs
- Stickers or Tags for Products
- Credit Applications
- Job Applications
- Job Descriptions
- Policies and Procedures
- Employee Handbook
Launching the New Brand Identity
The launch of the new brand identity is the most significant milestone in the rebranding process. It involves announcing the new brand identity through various channels, including social media, press releases, events, and advertising campaigns. The launch should be well-planned and executed to create maximum impact and generate positive buzz. This is your opportunity to reach customers that have not engaged with your brand for a long time.
Monitoring and Measuring Results
The final milestone in the rebranding process is to monitor and measure the results of the new brand identity. This involves tracking the brand’s performance across metrics, including brand awareness, customer engagement, sales, and revenue. The results should be analyzed regularly to identify areas that need improvement and to ensure that the brand identity is meeting the desired goals and objectives.
Overwhelmed by the rebranding to-do list?
Rebranding a company is a complex and challenging process that requires careful planning, strategy, and execution. The milestones outlined above provide a roadmap for a successful rebranding effort. By following these milestones, companies can create a new brand identity that resonates with their target audience, improves their market position, and sets them up for long-term success.
Heart & Hustle Brands supports brands before, during and after a rebranding. We can help you maximize the benefits of rebranding.