Let's Start With the Most Important Question of All
Rebranding your business is a great idea isn’t it? The chance to breathe new life into your company and give it a fresh perspective inside and out.
WHY are you thinking of rebranding?
Before you get involved in the mechanics of your shiny new identity, you need to answer this fundamental question...And with conviction.
Let’s take a look at some common reasons why businesses decide to go down the rebranding route:
Rebranding out of necessity
Some good reasons to think about rebranding include; If you’re going out on your own after running a franchise, or your company name is very similar to a competitor and it’s causing your problems such as confusing your target market.
Rebranding to start afresh
Everyone makes mistakes in business, it’s how we learn to do things better. If things haven’t been going to plan for you, and your company reputation has suffered, rebranding might be a good way to get a fresh start and lose the black cloud that’s been hanging over your current business.
Rebranding to better reflect your business
When you’ve been trading a long time, your business may have changed considerably in terms of the products/services it offers. For example, you may have started out as an estate agent and have since branched out into different areas of law such as will writing, divorce and powers of attorney.
If your company was called One Stop Property Shop for example, you may want to rebrand to better reflect everything you do rather than just focusing on one particular service.
And then there are the reasons why you shouldn’t rebrand, including:
- Because you’re bored of your company logo
- Because one of your competitors has recently rebranded
- Because your current branding won’t look good on your new company vehicles
Now you’ve thought about the most important questions, let’s dig a bit deeper into the 15 steps you’ll need to consider when rebranding your business:
1. Who are your customers?
A common rebranding error is to just go ahead without ever consulting the people who really matter - your customers.
- Do you even know what your customers think of your current brand?
- Are you prepared to show/discuss your new brand with your customers before going any further?
- Have you taken the time to research and write up detailed customer personas so you know exactly who you’re targeting?
You must understand who you’re trying to appeal to before you spend any time and effort on your rebranding.
2. What does rebranding mean to you?
There’s a lot more to building a new brand than just coming up with a different logo and leaving it there. Your brand encompasses all kinds of areas you may never have even thought about which we’ll cover in many of the following points.
Your logo is of course a critical and highly visible part of your brand, so invest the time and effort to get it right. Don’t just buy a cheap one from an online freelancer website.
3. Are your preferred website URLs available?
When you’re changing your company name completely, you may want to think about your website URLs. For example, if your current web address is www.xyzlettingagents.com and your business now wants to be known for home sales too, you should check to see if your preferred .co.uk and .com domain names are avaliable e.g. www.xyzproperty.co.uk and .com
If your email addresses are going to change too, make sure you have forwarding set up and let all your clients know in advance.