First Steps of Executing A Rebrand
The time has come, or so you think, for rebranding your company. Right? Well, hold right there friend. Before you completely overhaul your brand and go about searching for a graphic designer or branding agency to put a new face on your company, there are some things I implore you to consider first.
A brand is SO much more than a logo.
Yes your logo is part of it, but it’s also the colors, typeface, messaging, tone of voice in writing, photo styles, and the list goes on and on. Make sure these are all part of your thought process when you are looking to hire a designer to create a new logo for you.
That logo is just the beginning. A true branding agency will ask you so many more questions beyond just “What colors do you like?” That’s where we separate the “designers” from the “strategist.” And let’s be real: this is the face and image of your business we are talking about here. This is not the time to wing it.
Does the brand really NEED to be totally recreated?
This is truly a key question to ask yourself. Maybe you are tired of your colors, ok that can be addressed. Maybe you’re just sick of the whole thing. Ok I can believe that. But if the brand is attracting the right clientele, your ideal clientele, then a “refresh” rather than a total “rebrand” could be in order.
A brand refresh will allow you to update your colors, change your tone of voice a bit to better reflect the “you” behind the logo, and still not alienate those target clients. Completely overhauling everything when you are attracting EXACTLY who you want is like cutting off your nose to spite your face. (i.e. totally silly and useless – not to mention the wrong way to invest marketing dollars.)
Here’s the perfect example of a brand refresh.
This client didn’t need to completely change her whole brand. She already had her target clientele coming to her, but now wanted to expand for a larger, new target (the corporate world for in-office wellness) while still being true to the existing brand. A new typeface, some color refinement and a tighter graphic layout accomplished that.
And that is just the beginning. A full rundown of my top 5 questions to ask yourself before rebranding are outlined in an interview I did with Authority magazine. Continue reading.