5 ways to prep for a rebrand
Planning is king…or, let’s face it, QUEEN. Now listen, let me preface this by saying you’re listening to someone who traditionally avoids planning like the plague and has a very neurospicy brain that likes to wing it a lot of the time. But growing up, in life and work, has taught me that a little bit of prep can go a loooong way. So if you’re feeling the push for a brand refresh I’ve a couple of hard-learned tips to help you get ready.
Our brand message can evolve over time, being unafraid of this change will help you adapt more fluidly to a rebrand. We all love a listicle (thanks Buzzfeed 😉), so here are five ways to prep for a rebrand and help the process flow easier:
Identify that dream client. We all have them. And if we’re trying to speak to everyone, and not this dream collaborator, we’ll end up speaking to no one. This is the first vital step in any branding process. What would they expect from you if they were to visit your brand, online or offline? What language and themes do they most resonate with? Start speaking with customers new and old, the one’s who made the interaction a real joy. See where you overlap in your values, ideals and mission.
Be clear on your reasons for rebranding. Aside from feeling like your brand needs a proverbial lick of paint, why do you want to go through a rebrand? Rebranding isn’t a quick-fix approach, there’s a lot that goes in to it. Ensure you have a legitimate reason to undergo a rebrand. Diving into a rebrand simply because “things aren’t going well” will have you stuck before you start. Rebrands are great for pivoting and new horizons; it works best when you are energised and motivated rather than desperately searching for answers.
Be aware of the wider impact. Before jumping in to the big rebrand, take a audit of what has to be changed in the first place. Is it just the website? What about the rest of your branding collateral; logos, business cards, promotional items, social media? Prepping for this will give you the most realistic impact and cost for your rebrand, as it goes beyond just design fees.
What stays? In a rebrand it’s possible you won’t be getting rid of all aspects of your previous branding. A brand review will help you choose what should stay and what needs a refresh. Taking a bit of time with this step will laser focus you to your new positioning and message. It’s possible you need a whole new look and identity, but not always.
Utilise Pinterest. My name is Sara, and I’m a Pinterest addict.
But in all seriousness, Pinterest is one of the most powerful brainstorming tools for rebranding. It’s a great way to visualise possibilities for new colour schemes, fonts, image styles, patterns, textures, photos layouts… with a particular focus on what might resonate with your ideal client. It can be overwhelming at first, and I suggest setting a time limit (Pinterest-rabbit-holes are no joke) but it really is my favourite proving ground for visualising a new look.
Rebranding your business can be intimidating. And I’m hoping the above can help this feel a little less so. Any questions just fire me an email here.
Or if you want an extra helping hand, I have a free Brand Review Workbook you can download here. It’ll help you work through most of the steps above and jump into a rebrand project with a clearer head and sharper ideas.