The New Year is an opportunity to take a new approach to business. And for some business owners, that can mean a complete corporate re-branding.
However re-branding isn’t a decision that should be taken lightly. It takes a lot of time, effort, thought, and consideration in order to pull of a successful rebrand.
Here are 5 questions to ask yourself when re-branding your business to ensure your re-brand goes off without a hitch:
What am I hoping to accomplish?
Before you get the wheels spinning on a corporate re-brand, it’s important to know what your end goal is. What are you hoping to accomplish by re-branding your business?
Maybe you want to introduce yourself to a completely different audience. Maybe you’re launching a new high-ticket item and want your branding to feel more in line with your new price points. Maybe you’ve lost market share and want to reinvigorate excitement about your brand to your existing clients and customers.
Whatever the case may be, it’s important to understand your goals before you develop your re-branding strategy. That way, you can be sure that every part of your strategy and every step you take in the re-branding process is taking you closer to your ultimate goals.
Who is the audience I’m going after?
When you’re going through a rebrand, it’s important that you have a firm understanding of who your audience is in order to re-brand in a way that’s going to be effective to that specific audience.
For example, if you know that you’re targeting a millennial audience, your re-branding strategy would be completely different than it would be if you were going after baby boomers. Or if you hope to re-brand and sell your products or services at a significantly higher price point, you want to really know the ins-and-outs of your audience’s income levels to make sure they can actually afford what you’re selling.
Doing market research and understanding your audience can help you steer your re-branding efforts in a direction that’s going to be most effective with said audience.
What changes do I need to make during the re-branding process?
Some corporate re-brands are on a smaller scale and only require a few minor tweaks (like changing a logo) while others are complete brand overhauls that require new EVERYTHING: a new logo, brand standards guide, social media voice, marketing collateral… you get the picture.
Before you start the re-branding process, you want to wrap your head around what you’re going to need to change. Are you going in a completely new direction that will require a complete overhaul on all of your design assets? Or do you just need to make minor adjustments to give your brand a slightly different feel?
Whether you’re re-branding on a large or small scale, it’s important to anticipate the changes that are coming. This will help you manage your budgets and timelines and will allow your team to anticipate what their responsibilities will be during the rebranding process.
How am I going to launch my new brand?
A huge part of the re-branding process is getting the word out to your audience about the changes in your business. Before you start re-branding, you’ll want to develop a strategy on how you plan to launch your new brand to your customers.
First off, you’ll want to choose a launch date. This will help you build your timelines on when you need your team to deliver new designs, assets, copy and whatever else you may need for your launch. Once you have your timelines and launch date in place, it’s time to develop a marketing plan to support your launch.
To effectively market your new brand, you’ll want to leverage both traditional marketing strategies (like print campaigns or direct mailers) as well as digital strategies. Send out marketing cards to your audience with information about your relaunch. Write a guest post on a larger blog in your industry that introduces your new brand. If you’re a local business, schedule a Q+A with the local paper to answer questions about how your brand is changing and how you plan to serve the community.
How you re-brand is important, but how you get the word out about your re-brand is just as – if not more – important.
How Can We Help?
At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design, print and marketing services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at email@example.com to arrange an obligation free 10 minute discussion with a member of our expert team.