Contemplating a rebrand? - Some things to ponder…
The new brand should advance customer perception of your business in line with the businesses next stage of development.
Identify core business offering and efficiency areas
What are the most profitable or successful aspect of your business? Is there a product or service that takes up a disproportionate amount of your time? Can you use the rebranding (and possible repositioning) of your business to improve this?
Plan any repositioning of the business
What direction do you want to take the business in? Is there a service that you don’t offer, that could be making you money? Could rebranding be used to also launch additional services such as web design or cross-media? Would you have the expertise for this in-house, or could part of the new service be sub contracted until you do? From a marketing point of view, launch any new service two to three months after the rebrand would make sense (it could be pre-announced in the the rebrand).
List admin tasks
Inform suppliers, banks, telecoms, insurers etc.
Include all employees in the plan
Vital. Particularly important that all your team ‘buy in’ to your plan. Include the whole team in discussions. Give ownership of certain aspects to individuals or groups of your staff. Keep them informed.
List Marketing tasks/make a plan
Plan and budget for the re-launch. Plan post launch continuity. Making a splash with a re-launch is relatively easy. Continuing to build awareness of your new brand locally is an entirely different matter. Three months after the launch (when it’s old news) you need to continually find innovative ways of bringing your business to peoples attention - on a regular basis.
Design new logo
Not as easy as it sounds - The new logo will be something you should not change for at least three years. Is it a good idea for it to be reminiscent of the old one? - Or is a complete break desirable? There quite a few design tricks that can be used - I know of one company that changed it’s logo from a stylised ‘E’ to an ‘M’, simply by rotating it!
Assess signage requirements
Premises: It’s easy to overspend on signage. Carefully consider the benefits depending on location etc.
Vehicles: If you have a van I think the options here are either a plain van or a vehicle wrap, depending on whether you deliver on behalf of customers. If you don’t have a van don’t bother. Sign written cars just look tacky!
Sometimes a minimal approach can be just as effective as an extravaganza!
Plan web presence
Link your web activities. Plan a scaleable website. Can you support a blog in the long term? Will it help your bottom line? Is yours the kind of business that would benefit from using Twitter or Facebook? If so, who would keep it up to date?
Business Momentum has already assisted several businesses with rebranding. If you have any questions about what we can do for your business, please use the contact us page. All enquiries will be treated in confidence.