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Thinking About Changing Your Branding? 6 Important Points That Every Business Must Consider
Creating new branding from scratch or rebranding your existing company can be a daunting process. However, it is something that needs considerable thought and careful attention, and should not be rushed. Being bored with your current logo, or seeing a rival change theirs, is not reason enough for you to do the same. Good branding requires good planning, and this article provides a checklist highlighting the key points as to why you might wish to rebrand and the most effective way to do so.
1. Who Needs To Be Involved?
Good branding will always benefit from speaking to all of the key personnel at your company to get their input – this includes, of course, the managing director and other senior staff, but also the sales and marketing teams, creatives, administrators and others. Find out the likes and dislikes of your team with regard to your existing branding and request their opinion on what the organisation means to them. How do they see its place in the world? How does the view of new employees differ to that of longer-serving members?
Also consider the opinion of other important stakeholders, such as your customers. They know your brand perhaps better than anyone, so ask them why they initially chose to do business with you. A questionnaire or survey can also be highly beneficial, and it’s imperative that the head of the company is involved in this process from start to finish.
2. Establish A Timescale
Create a timeline that sets a marker for where you want to be at each stage of the branding process. Allocate time for amendments and seek feedback from your colleagues who are helping with the rebrand. Remember that the opinion of the MD is paramount, so factor his availability (or lack thereof) into your planning.
Do your best to stick to these deadlines. Flexibility is fine on occasion but if you start moving timings at every stage you will never get finished and the idea will drift into the hazardous “let’s park it for now” zone. Moreover, keeping to deadlines ensures that everybody involved stays focused and on point.
3. What Is Your Brand’s Personality?
This is an expansive and important question. You need to know who you are in order to successfully relay your message and vision to your existing customers as well as potential future customers. You have a personality and so does your company, and it’s vital that you establish specifically what this is.
A good exercise is to list a few words that describe your business and then ask some of your most regular customers to do the same. Do any of these match? If so, perhaps your brand is already in a good place and conveying the right message. If they’re wildly different, however, then you have work to do. And it’s worth undertaking, as ultimately this is what brings life to your company, and will help determine everything in your branding going forward.
4. What Is Your Purpose?
Do you “just sell computers” or “just make furniture”? You must remember that connecting with your audience is important. What is the reason for your company existing? Whether it's bringing something to the local community or providing a worldwide service, how are you making your customers’ lives better or easier? All of this must be reflected within your branding.
5. Think About How You Want Your Customers To Feel When They See Your Brand
Your brand logo is extremely important as it immediately conveys a feeling when seen by someone else. Accordingly, be sure to create something that not only defines your brand, but is also unique and innovative. It's hard at first to not subconsciously take something from a brand you like, but it's doable.
Another good tip is to include something within your logo that provides additional messaging. For example, the FedEx logo (below) features a hidden arrow within the E and the X.
It’s a subtle way for the delivery company to say “from us, to you”.
Strive to be memorable, recognisable and accessible. Your company might not be a McDonald's right now, but find your own version of their famous golden arches and make it your own.
6. Evolution Or Revolution - Which Are You?
Are you changing your branding because something isn't quite right? Be mindful not to make too radical a decision. Making an adjustment to branding that you already have in place can sometimes be easier for your customers to take. They will still find you recognisable from the company that they know and like to use, but you've ironed out the creases and can be seen to be improving and moving forward.
If you are responding to external factors like a change in the marketplace, a full rebrand can be seen as a bold move. However, always let your customers know that change is taking place, rather than instantly dropping it on them. Let them know why it's being done and take advantage of the time you will spend together talking everything through. Share your ideas and build common ground together – they may even give you some insights that are valuable and have perhaps been overlooked.
Ready To Make The Leap?
At Identity we take all of these important steps into consideration when working with businesses on their branding. We will ensure that you are involved from start to finish in the entire process, including both the design and production of your brand, making sure your company makes its mark.
(We practice what we preach, too, having won awards for our own office space!).
Click here to take a look at some of our work to see how bespoke office fittings, digitally printed wallpaper and clever signage can really bring your business to life. Complete your rebrand with stationery, vehicle graphics or promotion products, all designed and supplied by Identity.