Rebranding of your business and repositioning strategy with KIRAN KAMRAN pro tips

 Rebranding is what?

Rebranding is the process through which your business reconsiders its marketing approach with a new name, logo, or design with the aim of creating a fresh, distinctive identity in the minds of stakeholders and customers.

Now that we are clear on what rebranding is, let's make sure you have good reasons for doing it.

The Correct and Incorrect Motives for Rebranding

Rebranding is difficult and fraught with danger.

Look at Uber to see that not even major brands are immune. 44% of individuals still didn't know what the company's logo stood for after it was redesigned.

In the end, being aware of the risks associated with rebranding will help you decide whether or not you're launching one for the correct reasons.

If you're thinking of rebranding because business is struggling or your current your awareness campaigns don't seem to be having the desired effect, you might want to reevaluate your approach. These problems might be resolved by developing a new marketing strategy or by carrying out market research to determine the root of the problem.

Rebranding, however, can be the best course of action if you're thinking about it since your company's vision, mission, values, and target market are no longer represented in your brand.
There are a few additional significant causes you might think about rebranding, such as:

novel areas
If you're entering new international areas where people won't recognize your current logo, messaging, etc., you may need to update your brand.
Market realignment
Since brands are intended to link businesses with their customers, if you reposition your company to target a wholly different customer profile through a change in product, location, price, or promotion, your brand will need to change along with it.
a fresh philosophy
Every choice you make for your company, including brand choices, should be guided by your company's mission, vision, and values. You must reassess your brand if your MVV are changing and pivoting your company's path with them.

Acquisitions and fusions

Two brands also come together when two businesses merge. You can't merely let both brands compete if your company was acquired by or merged with another company. Confusion can be avoided and trust can be increased by creating a new brand that represents the new entity.

Here are a few further reasons not to rebrand: That distinctive hue you've grown to detest may be adored or instantly recognizable by your clients (who see it far less frequently).

Boredom

Too frequently, people who are tired of seeing the same logo and phrase every day consider a redesign. When you start to get impatient with your brand, keep that in mind.

obfuscating a crisis

A rebrand is not the solution, regardless of whether you're battling internal problems or avoiding negative news. The majority of customers and staff are savvy enough to spot your rebrand for what it is—a cover-up—and reject it outright.

Influence and ego

A rebrand may appear like the quickest approach to establish yourself for new managers. However, the majority of new managers aren't making the kind of institutional changes that would necessitate a rebrand. New leadership who insists on a rebrand almost always does it more for themselves than for the firm.

seeking recognition

Perhaps there haven't been any sales, or perhaps brand awareness campaigns aren't working. In either case, starting a rebrand right away is a mistake.

At most, you'll produce a brief buzz without any long-term sales and marketing plans. In the worst-case scenario, your brand recognition will be lost, and your marketing and sales initiatives would be hindered.

Continue reading if you've decided that a rebrand is still the best option for you to learn how to create a rebranding strategy.

Repositioning Strategy

You must first decide whether your brand requires a partial or complete rebrand in order to conduct a rebranding strategy successfully. Establish your brand's target market once more by conducting research to determine the group of people you hope a rebrand will appeal to. Rephrase the vision, mission, and values of your business, then utilize the new definitions as a compass for your approach.

Your rebranding initiatives could involve:

One is updating your logo.

Changing your logo is one of the key rebranding tactics. Your clients will be informed that your brand's identification has changed through the use of a new logo. You can make it more streamlined, use various colors, etc. The major justification for changing your logo is to ensure that it complements the new identity you're promoting through the rebrand.

Pro tip

Your new aesthetic should be motivated by the vision, mission, and values of your company.

Like the components in its products, bath, and body company b.a.r.e., for instance, portrays itself with a hand-drawn logo that has an organic, real feel.

Rebranding tactics: b.a.r.e. redesigned their logo.

Check out this useful tutorial if you need some logo inspiration.

2. A change in brand positioning.

It's just your brand positioning after changing your logo. crucial to adYou cannot simply alter your brand's colours and emblem and go on. Whether it's your purpose, values, or vision, the content you're promoting needs to convey a certain message. Your customers will be informed of your new mission, values, or vision via a change in your brand positioning.

pro tips

Chances You'll probably need to establish your unique selling proposition again. Consider what makes your brand stand out from the competition, even if it necessitates acknowledging that a rival has the upper hand in a certain circumstance. This will enable you to communicate more effectively with your target market and comprehend your place within it.

3. Making fresh advertising.

It's time to start creating fresh adverts and content with this messaging in mind when you decide on your logo and messaging. The changes to your brand and their implications for customers should be made very obvious in these advertisements. This can aid in expanding your audience and attracting a new population.

Pro tip

It's simple to overlook all the locations where your previous branding can be seen. Make a list of areas to verify before launch day, such as landing pages, outdated email templates, search ad copy, and ad extensions.

4. Modifying the tone of your brand.

Finally, you should modify the brand's voice when you decide to rebrand. The viewpoint from which you produce all of your marketing material is known as your brand's voice. You have a formal, casual, witty, etc. voice. If you're rebranding, it makes sense to adopt a new tone of voice for your company and publicize the change.

Pro tip

Consider your brand as a person if you can. If they enter a gathering, do they start telling jokes and becoming the life of the party?

they professional and stern, or do they party? Make your brand voice consistent with your brand personality.

Remembering that not all rebranding initiatives are made equal, let's first decide whether a partial or complete rebrand is the right course of action for your company.

Total vs. Partial Rebrand

The more you stand to lose from a rebrand, the more established your company and brand are.

A partial rebrand might help you maintain the brand loyalty you've developed in a more established company while updating your image to stay up with modern trends.

Instead of experiencing a complete identity crisis, think of a partial rebrand as an adjustment focusing on your visual brand identity to suit new offers or markets.

But that doesn't mean a partial rebrand can't be successful. Simply observe Old Spice. The men's deodorant company repositioned the brand while maintaining the attributes that made Old Spice popular in the first place, and it has had tremendous success every year since.

However,A comprehensive rebrand may be necessary if you're going through a complete identity change and your company's goal, vision, and values are shifting. This choice is frequently appropriate in circumstances involving mergers, product redesigns, and other equally fundamental changes.

Everything is on the table in this situation, including your name, purpose, market, and brand identity.

A thorough rebrand is a total makeover, whereas a partial rebrand is a short touch-up.

Look at the following five stages you'll want to apply to successfully rebrand after deciding whether you need a partial or complete rebrand.

Ways to Rebrand a Business

• Re-establish the market and audience for your brand.
• Redefine the vision, mission, and values of your firm.
• During a rebrand, change your company's name.
• Rethink the slogan for your company.
• Develop a new brand identity
• Keep tabs on brand sentiment.

Make a launch strategy.

1. Reestablish the market and audience for your brand.

After conducting a thorough market analysis that included focus groups and data analysis, you made the unexpected realization that your consumers (or competitors) aren't who you thought they were.

Perhaps it's a group of people you never expected to interact with. Alternatively, perhaps a brand-new rival has entered the market and is directly competing with your goods or services.

And you can back it up with facts.

Look at who is actually making purchases from you and who they are not making purchases from. This could differ significantly from your initial target market and audience, as you can see by comparison.

Once you've identified your target market and audience, you may begin rebranding your business to appeal to your target demographic (and outsmart your competitors).

2. Revisit the vision, goal, and values of your business.

What do you have to say? How's it going for you? What is your motivation?

These are the three questions you must ask yourself while revising your vision, mission, and values during a rebrand. Although it's simple to take the fundamentals of your communications for granted, they might shift as a business develops.

What formerly seemed to be given can be utterly undone by new goods, priorities, services, or stakeholders.

Here are a few key elements of your business that you should examine to determine which area(s) needs some extra care.

Vision

This is a major issue. Before taking any action, it's imperative that you have a clear knowledge of your vision because it serves as the North Star for all of your company's actions.

Moreover, it's possible that your vision has evolved over time. That's OK, but it's crucial that you promptly update your vision to guarantee that every employee is considering it while making decisions.

The company vision you choose will influence everything when you rebrand, including the makeover of your website and the hiring proceed 

Mission

The mission is the how, and if vision is the what. Even while you might still be moving in the same direction, your method of transportation may have changed. In the end, your mission is the road map for your business.

During a rebrand, messaging is equally as important as vision since it must adapt when your objective does.

The purpose of Sweetgreen, for instance, is to "inspire healthy communities by bringing people together over real food." Everything about Sweetgreen's brand, from the visuals in their commercials to the verbiage in their press releases, will be defined by this phrase.

Values

Your brand's core principles serve as its rationale. They serve as the impetus behind your efforts to fulfill your mission and realize your vision.

But as companies grow and adapt, some of their core principles might no longer be viable. You'll need to change your company's values to reflect what it actually stands for today if you can't support your current ones or if you've decided to favor new ones.

Company Voice

While rebranding, your vision, mission, and values will change, and this will require a change in the manner you communicate these elements of your business. Your brand's lexicon, tone, and voice must be consistent with your message. Therefore, if what you're saying is changing, your delivery must also adapt.

3. When rebranding, change the name of your business.

Changing your company's name is a major task that could cost you both brand recognition and organic search traffic all at once. Therefore, if you're renaming your business as part of your rebrand, be sure your post-rebrand strategy includes a plan for recovery.

In general, keeping your name is the best option provided it still fits. But it may be necessary to start over if your existing name doesn't reflect the character of your business. Here are some initial suggestions for the renaming procedure to make that drawing board a little less intimidating:

Create a fresh word.

Put a new spin on an old word.

Speak your mind (literally)

Spelling a word differently

Prefix or suffix it

Investigate other languages

combining two words

Form an acronym

Employ a place

If you're rebranding and considering a name change, consider how well it fits with your brand's vision, goal, and values rather than just how it sounds. This will increase the likelihood that your new name will help you achieve your long-term objectives and growth.

4. Rethink the slogan for your company.

An effective slogan is memorable and expresses the aim and vision of your business. It's the distilled mission of your business. Changing slogans is a little simpler for your marketing campaigns than changing names. But you should still give it careful thought, just like when you change names.

It's imperative that you start by asking yourself why you actually want to change your motto.

Being exposed to your slogan so frequently can make it simple to start disliking it. However, it is the same repetition that helps people recognize a brand. Your phrase may have grown boring to you after hearing it so often, yet your clients may still enjoy it.

You can do focus groups to determine whether the tagline is actually resonating if you're on the fence. If not, you can use the following as a springboard to generate some fresh slogan concepts:

Make a statement

Use metaphors

Write in a poetic manner.

Provide guidelines

Utilize labels

Thank your customers

5. Rebuild the identity of your brand.

By the time you begin thinking about a rebrand, the physical components you employ to communicate your brand may have been in use for a while. This indicates that before replacing them, you've probably had plenty of time to think about their advantages and disadvantages.

You might want to change the colors used in your branding materials, company logo, or even your going back to the fundamentals of what makes a strong logo will help you get it right this time if you're wanting to revamp your brand.

Keep it simple.

 Trying to cram as much symbolism as you can into a logo usually doesn't go so well. But for new businesses that are still attempting to establish themselves, that is a harsh reality. Now that you're more well-known, display your assurance with a straightforward logo.

Make a difference.

 Perhaps you took the opposite approach when creating your initial logo since you were hesitant to take a risk and stuck with something safe. Don't settle for something that won't stand out when redesigning your logo because your logo isn't worth much if people can't recall it.

rand guidelines. As part of your rebranding strategy, you might implement the following typical changes:

Your Logo You may have adored your logo when you first started your business, but you've noticed that few of your clients ever seemed to "understand it." Alternatively, perhaps your logo needs to be updated to reflect the other significant internal changes you've made.

Be flexible. 

You may have discovered the limitations of your first logo. Knowing what forms or layouts might not be as adaptable for the channels your company actually employs will help you keep those in mind when you rebuild.

Attempt to be proper. A logo that could have made sense when it was introduced but is now thought to be entirely inappropriate for that company's target market as businesses grow and get to know their clients better.

Consider the long run.

 Even while rebranding may sound like fun, you don't want to do it every year, so carefully assess whether this new logo can complement your vision, mission, values, and purpose in the long run.

Keep throughlines open. One of the most recognizable aspects of your brand, along with your name, is your logo. Avoid losing too much brand familiarity when rebranding by attempting to keep the elements of your previous logo that were effective. You'll be able to retain some of the original brand recognition your former logo had if you can maintain a sense of continuity.

Selecting a New Color Palette Color may have a significant impact on your brand; in fact, some hues, like McDonald's yellow, have come to be associated with specific companies. However, picking the ideal color can be challenging, and as your business grows, your color may need to be updated.

You may determine whether your brand colors are supporting (or undermining) the image you want to present for your company by taking a new look at them using color psychology and competitor research.

Additionally, now that you've been using your color(s) for a time, you might have realized that there isn't a constant difference between how your colors seem on-screen and in print. When choosing colors for your rebrand, make sure they appear the same on a human.

Typography

Your original typeface may have seemed different in actuality than it did in theory, similar to how your color did. When you're comparing typefaces, take special attention to what your previous font accomplished well and poorly as well as any access issues you encountered when using it for PowerPoint presentations or web design.

If you're rebranding, you might also want to think about whether your font is compatible with any new markets or messaging that you discover. That very trendy Sans Serif font might work better as a more conventional Serif font if your target audience is more sophisticated than you previously thought. In the end, the message is in the medium.

Additionally, since you are aware of your marketing channels, you may choose typefaces and weights more intelligently.

Shapes and Images: A Retrospective

Your pictures and shapes, together with your logo, color scheme, and typography, are crucial components of your brand identity. To keep everything cohesive after you've rebranded, it's important taking a second look at your imagery and shapes if you're changing any of your brand's other visual components.

It is necessary for your branding to support the key messaging of your company as well as seem unified. Make sure your new brand identity reflects the what, how, and why of your company at every stage of the branding design process.

Construction of new brand guidelines

Make sure you employ your new brand identity appropriately if you're going to the work of generating one for your company. Having brand rules will assist you to maintain your brand's consistency following the change.

For logos, brand rules are very important. To make up for any familiarity lost during a rebrand, logo standards are created to make it as simple as possible for customers to view, recognize, and remember your logo.
When drafting your logo guidelines, keep the following in mind:
logo components. What aspects of design make up your logo? How and when are they individually used?
color differences. What does your logo look like when it is colored? Black and white, what about that? How and when are these individually used?
Make room. The area around your logo that prevents overlap or concealing is also known as padding. At all times, strive for at least 10% of the width.
inappropriate uses. What changes to your logo are impossible? What alterations in color, rotation, scaling, etc. are you trying to prevent?  

Black and white, what about that? How and when are these individually used?
Make room. The area around your logo that prevents overlap or concealing is also known as padding. At all times, strive for at least 10% of the width.
inappropriate uses. What changes to your logo are impossible? What alterations in color, rotation, scaling, etc. are you trying to prevent?
If you're redesigning your website, launching a rebranding effort, or producing other marketing materials, you should have your rules at ready.

6. Keep track of brand sentiment as you go.

It's crucial to solicit customer input while you design all the new components of your rebrand. Focus groups can be used to determine whether your new mission, values, and vision are communicated through the new branding visuals and messages. It can be necessary to start over if you don't receive encouraging feedback.

Tracking brand emotion prior to, during, and following a rebrand launch is one of the most important processes in rebranding. Before a rebrand, you can examine brand sentiment to find out what people find objectionable. With this in mind, you can deliberately carry out your rebrand by incorporating a new message that is in line with your target market.

It's time to launch your rebrand once you've examined the input received before it and tested your new rebranding components in a focus gr

7. Make an effective launch plan.

It takes more than just updating your website's colors, fonts, or logo to launch a redesign. What are your new mission, values, and vision? This is the new message you want to convey when you rebrand. It's crucial to prepare for a successful rebranding launch in order to express this.

This can involve publishing advertisements in print, online, on TV, radio, and other media. Then, you should explain in detail why your firm needed a rebrand and what this rebrand means for the future of your company in a press release on your website and a post on your social media channels to announce the debut of your rebrand.

A rebrand, at its best, can serve as motivation to keep all of your marketing consistent and on-brand.

When Will You Rebrand?

After learning, it's time to decide if and how to rebrand your own company. These methods can assist you in determining your best plan for creating a brand that succeeds this time, whether you choose to redesign your logo, website, messaging, or all of the above.