Rebranding – Out with the old, in with the new

We at Trigger Media recently went through a full rebrand. This was a very important task for us to undertake, as we had changed as a company and needed our brand to reflect that. Rebranding can be a daunting task so we thought we’d take some of the fear away by sharing the valuable lessons we learned during our rebranding.
The main lessons we learned were:

  • Know Why you’re rebranding – Rebranding is a good thing and there are many reasons why you might rebrand. Know whether you need one or not. What is your value proposition and how has it changed? Use this new proposition to drive your rebranding decisions.
  • Rebranding is a Process – depending on the scale and scope of the rebranding there can be different stages. However, this process is deliberate and intensive. It should be collaborative within the company and project managed with budgets, documents, timelines and spreadsheets.
  • Now that you’ve rebranded what’s next? Tell everyone! – Reduce confusion by using multi-channel interaction to let all your consumers, clients, partners etc. know you’ve rebranded. Keep future content snappy but brand relevant.

Through the rest of this blog, it will be these lessons that I will expand on. This will help you ensure your business has a better chance at a successful rebranding.

Why Rebrand?

It can be difficult to know where to begin and how much of your business should be rebranded. Do you require a partial rebrand? New website or logo? Or does your business need a full overhaul? To make this decision clearer for you, you need to look at what is your company’s value proposition, and how has it changed?

This new value proposition will drive the future choices you make. Decide your brand’s language based on your proposition. Use this then to decide future artwork, logos etc. Remember, rebranding is not a bad thing. It can happen at many stages of a company’s lifespan. It is typical of a successful startup, who has quickly evolved past their initial logo, website, language etc.

In the beginning, your company’s branding may have been haphazard, put together on the go, and you now want a more reflective, deliberate brand. Your company may want to reposition themselves, this could be into an entirely different market, and you now need a brand which represents this new position. Your company’s brand may have become dated over time and needs a new revamp. Whatever the reason, rebranding can be a daunting task to start with. But once you know why your rebranding, you can decide the scale and scope of the rebranding process.

The Process of Rebranding

The first part of the rebranding process is deciding a Mission and Vision statement. These don’t have to be longwinded, lofty ideals. They should instead be reflective of your company’s true core values. Take Walt Disney as an example; Their Mission Statement is “to make people happy” and their Vision Statement is “to be one of the world’s leading producers and providers of entertainment and information”. Once your statements have been decided, place them in front of your team, and keep them there at all stages. These statements will help tell your brand’s story.
I won’t get bogged down in the nitty-gritty of the process, but telling your brand story should involve

  1. Analysing and research – Understand your market and competition. This will ensure your brand choices are both informed and contemporary.
  2. Strategy and planning – This stage is extremely important to ensure you meet the objectives of your rebrand.
  3. Collaboration – involve all levels and departments. This will diversify ideas and also strengthen your company’s culture. You can also ask consumers for ideas and feedback on choices. They are a valuable resource and will appreciate the inclusion.

Important – Project Manage at all stages. Rebranding can be very time-consuming. Know and manage your budget. Use spreadsheets, documents and timelines to stay on top of potential issues and guarantee that everyone knows their roles and responsibilities.
As mentioned earlier, the size and scope of the process will vary depending on your rebranding needs. If you need a complete brand overhaul, your process should be a holistic approach. This involves more than just a logo or a website, but an entire look and feel. You need to have a cohesive strategy to pull this off. For a partial rebrand, ie. new brand elements that make sense with existing elements, your process involves analysing what you need to keep or throw away. If it’s not broke don’t fix it.

Be Proud Of Your Rebranding

Now that you finished it is vital that you let everyone know about it. Be proud and confident in your new brand. If you have followed my process (which of course I know you have), your value proposition, mission statement and research will have ensured your decisions during the rest of the process were all informed choices.
One example of a successful rebrand was Old Spice. Before 2010 their brand was seen as body wash for older men. They wanted to reach younger men and their research showed that men’s body wash was predominantly bought by women (60%). They rebranded to suit a female audience. They used social media and in particular a YouTube video “The man your man can smell like” to reach their target market. In July 2010 their sales had double compared to the previous year.

For your business’s future content I would advise that you keep it short and snappy, but also brand relevant. People have short attention spans so ensure your new brand has a simple message. Use a multichannel approach to make sure you reach your target community at multiple touchpoints.
To summarise: know why your rebranding, follow a process and then get out there and tell everyone your brand’s new story.