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Rebranding 101: Everything You Need to Know to Rebrand Your Business

April 20th, 2017 by Joseph Merritt Company


rebranding 101A brand can’t stay the same forever. Changing with the times – and your audience – typically involves rebranding at some point, but as you can see from several examples highlighted by the media, reinventing yourself can get you exposed to more people and bring in more business, or your attempt can anger your customer base. The trick is how you go about doing it:

Know Where You Stand in the Industry

A key part of rebranding is putting yourself on par with both your competition and your existing and potential customer bases. At this stage, essentially pre-planning before you make any drastic changes, you’re creating a plan that should factor in:

  • Your competitors’ image. While copying them isn’t recommended, understand what they’re projecting and who’s being receptive to it. At the most basic level, staying ahead might mean re-tooling your logo to appeal to a more contemporary audience.
  • Who your customers are – and could be. As a fatal blow to many rebranding efforts, leaving your stalwart customer base behind can in fact impact business. Realize that how you reinvent yourself – new name to a new logo – needs to still resonate with this group. Yet, rebranding can put you in front of more customers, so, as a plan, decide who you would like to reach out to, and what’s the best way to do it without alienating your existing audience. For the latter scenario, rebranding may involve taking a multichannel approach to reach a certain demographic.

Develop a Story

Although this phrase has become a marketing cliché, an updated brand essentially means a new chapter in your company’s or product’s story. What is it, and how does it build upon your existing narrative? As one thing to avoid, a new brand shouldn’t always be a clean slate for your business; rather, this “starting over” approach seems disconnected from the image that got customers’ attention in the first place.

As you go about creating this newer, updated story, understand that it will need to be used throughout all marketing channels – from business cards to websites to mailers to anything you put together for a tradeshow. Forgetting one portion as you’re building up and going forward gives an impression of sloppiness and inconsistency.

What’s Being Changed

business cards falling on a grey backgroundRebranding isn’t just adding a new color to your logo, trying a new font, or writing a new tagline. Instead, you need to take a comprehensive approach that factors in customers’ experiences and offers improvements. Essentially, reviving your image without changing with the times and customers’ expectations rings hollow.

So, what can this be? Depending upon what you do, time any rebranding with changes to your website, new products, new ways to reach out to your brand, a branded app, or even the opening of more physical locations. Think of how your product or service could be improved, and integrate that with your brand’s evolution.

Consider the Introduction

Existing customers, too, need to be prepared for change. Simply rolling out new features and introducing an updated logo out of the blue may cause your devoted base to scratch their heads – or, worse, no longer recognize you.

Instead, you need to make a formal introduction, both to your diehard base and to any potential new customers. Press releases are standard and may get you news exposure, but these days, rebranding requires more of an adventurous effort: Think creating bus and building wraps, reaching out with mailers and postcards, and setting up display graphics in key places where your product is sold.

As you’re getting started, include Joseph Merritt & Co. in your plans. Assisting you from the design stage through printing or simply helping you apply new vehicle wraps and billboards, we can create eye-popping images that get you noticed. To learn about all we can do, give us a call today.

Posted in the category Branding.

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