My girl, Jenny Grumbling, and the mastermind designer behind all the designs of START brands giving your some Rebranding tips!
Why rebrand? You may be feeling like it’s time for a change. Maybe it feels outdated, maybe your brand has pivoted in a new direction, or maybe you are wanting to re-engage your current customers, regardless of the reason you are feeling the urge to rebrand, I have a few tips that will help you navigate the process smoothly.
Do you ever feel like scrapping it all and starting from scratch? WAIT! Before you go crazy with your overhaul, it’s important to take a look at what IS working for you! If it’s not broke, don’t fix it! Most likely, you will want to keep at least your company name, and possibly at least some elements of your current brand, especially the tone of your messaging. If you are doing a refresh, this will be important so that there’s continuity for your audience – you have likely spent a lot of time and effort building your following and you don’t want your brand to be completely unrecognizable! People will enjoy a fresh new look, but not so much change that they feel like they no longer know you as a company, be sure to stay authentic to the person or company!
It’s important to talk to a designer or do some research on what is trendy. Have you ever heard the home decorating advice to choose neutrals for your furniture and walls and then accessorize with the “trendy” items that are easy to replace, (i.e.. pillows, artwork, etc) Well, that is applicable advice for your brand as well. By understanding what the trends in the market are, you will be able to make informed decisions on the parts of your brand that you want to have staying power (ie. logo, fonts, messaging) vs the parts that you can easily change when you are needing to update (accent colors, photography, graphics.) Take a look at some of your favorite brands, Chanel, Gucci, J.Crew, Sephora, Tiffany&Co, Nike… They all have simple and timeless logos that stand the test of time, where they stay fresh is through their imaging and colors.
In this day and age, a brand is so much more than your business card or storefront, most businesses also have social media, websites, emails, etc. When you launch your rebrand, you will want to be sure to be consistent with your new look and feel across all platforms (digital, social, brick-and-mortar, etc.) this will not only appear very professional and pulled together, but it will also avoid confusion in regards to your brand.
It’s a good idea to have an idea and the budget set aside before you begin so that you can roll out your entire rebrand at once. Unless you have experience with design, you will want to be sure to get a bid on the full scope of work from your designer. There will be more expenses than just a logo design, as mentioned in the last tip, you will want to have cohesion across your entire brand to avoid mixed messaging when you launch. This could include a variety of items depending on your business, but a few to think about are the logo, website, newsletter, packaging, signage, flyers, business cards, ads, etc. Basically, you will want to evaluate anything that is seen by the public eye for your new branding. There will be costs for design work as well as printing costs to take into account. Kristy’s site uses the Showit Platform and WordPress blog. We used a web template from Davey and Krista as a starting point for the site to speed up the process of redesign.
Congratulations! You made it! Whew! Now it’s time to pour yourself a glass of bubbly and tell the world! Don’t forget to announce your rebrand to your audience so they aren’t confused when they see your new branding pop up in their email or social feeds. Educating your followers, sharing your story and building excitement surrounding your launch will also make them feel like a part of your brand and help with engagement!
One way Kristy is engaging her audience about her launch is through a giveaway on Instagram @kristydickerson ! Head over and check it out for a great example of one way to build excitement!
GUEST POST by @JennyGrumbling
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