Think about your “why”
Understand your company's mission, vision, and values. Thinking about your company's values and what about them is essential.
Consider your brand voice. Think about how you will have to change words, images, tone, and voice to convey the values of your new brand.
Re-imagine your style guide
Many companies don't have the luxury of starting with a clean slate. They have to consider which brand assets they want to carry over to the new brand.
Your style guide shows your designers, UX staff, and content creators which legacy elements continue to be viable and which define their new style. Make sure everyone is using your new fonts, color palette, logo, typography, and brand voice.
Check out what is—and what isn’t—working for your competitors
What's your value proposition? Do you offer something your competitors don't?
In marketing, there is a concept of optimal heterophily. This term refers to the fact that consumers are always looking for something that is different, but not too different.
Your new brand image must be fresh and relevant but still be something that your leads and prospects can recognize as the thing they are looking for, even if they just didn't know it.
Bring your teams together
It is easier to rally your team behind your new brand if it is a team effort. Seek input across your company. The most valuable insights may come from people you did not expect.
Remember, the people in your company will become the public face of your new brand.
Rebuild your existing branding
Consider if you need to change your name, logo, social media profiles, and so on. You may need to change these elements of your brand because your name is not sufficiently unique to be memorable. Also, you might need to make changes because of trademark issues. Or you may need to change your business name because it is hard to remember or hard to spell.
Don't forget to change your tagline. Your slogan is what will stick with your customers as you build your new brand. If you have a slogan or a tagline you can't do without, consider whether you really need reputation management instead of rebranding.
If you sell physical products, you will need to redesign your packaging. If you leverage your brand with illustrations, you need to make sure that your design styles don't clash with each other.
Consider audience segmentation
The next step is to look at audience segmentation and behavioral targeting for your new, emerging customer base.
By narrowing your focus on specific subgroups in your target audience, you can tailor your messaging and work to build trust with your refreshed brand.
Re-evaluate your marketing strategies
A rebranding might also mean new marketing strategies, so you need to re-evaluate your current marketing initiatives to make sure they align with your updated brand.
One way to evaluate your marketing is to get smart recommendations from surveys to see where you can improve your outreach and content. Depending on your rebranding, you might need to fully revamp your marketing, or you might just need to make a few small changes.
Connect your old branding strategy with your new one
To the extent you can, connect your old branding strategy with your new one. This means looking over your branding basics, such as voice, tone, brand identity, visual branding and storytelling, and values.
Depending on why you've decided to rebrand and how much, you might be able to keep your brand voice or other elements with your new strategy, or you might decide to completely update your strategy.
Plan your re-launch
A relaunch can have many moving parts as this is when you take everything you've updated—visuals, logos, slogans, marketing strategies—and put them out into the world.
Think about how these elements will be received based on the planned launch date and consider any global events occurring at the same time that might impact how your audience perceives your rebranding.
This is also a time to look into social media tools and running digital ads.
Handle PR around your rebrand
Because you are rebranding your company, it is possible that you will initially lose some recognition—but a rebrand is also an opportunity to regain customer loyalty and reach new clients. This is where public relations comes in.
Now that you have your branding ready, you need to distribute it. This can be in the form of social media posts, CEO interviews with news outlets, or another approach that fits the specific strategy you've established.
Rebranding your business for success
Company rebranding is a lot of work but it is a lot easier when you have the software tools and support you need.
Keep your entire team on board with your company rebranding business strategy as you integrate the best elements of your existing brand with the exciting aspects of your new business identity.