This article covers when it is time to rebrand, the reasons why you may need to rebrand, how to rebrand, and what to do next.
When is it time to rebrand?
- Under new Management or ownership
- Business growth
- Change of reputation
- Repositioning - Additional products or a change in the products/services you provide
- When you want to change your target audience or appeal to a new market
- If your logo was designed a long time ago or is too similar to an existing identity.
How to rebrand your business
- Reach out to your employees, how do they perceive the current branding? How do they feel when they represent the brand?
- Analyse how potential clients and existing clients/customers respond to your existing brand identity, logo design and visual branding.
- How do you want to be perceived?
- Research into the brand identities of competitors and similar businesses.
- An overview of your suite of branding and marketing materials, social media etc. Analyse their effectiveness.
- And for whatever your reason for the rebrand, you will need to tailor the research. E.g if you want to attract a different target audience, your market research would be targeted and specific.
Your employees are brand ambassadors. Make sure your employees, stakeholders and any contractors are fully informed of the process of the rebrand and what you wish to achieve, get them excited about your brand. If you use a different designer for your ongoing brand management, make sure they are briefed on the brand/rebrand, the brand goals and your new brand guidelines.
How to launch a rebrand
Successful ways to announce your rebrand
Launch party – Invite clients, customers, employees, local business owners, the community and the press. Invest in designing and printing freebies that your guests can take away and spread the word. Stationery, flyers, brochures, gift bags are always a good thing to take away.
Create a launch video for social media and your website.
PR campaign – Getting your rebrand in the media can really draw attention to your business and get the new message across to your audience.

