How to Successfully Rebrand Your Business

Considering a business rebrand is exciting, but it's also a huge undertaking. When it's over, you want your brand to feel new but still connect with all the right customers. Before you begin, review these 9 tips for a successful rebrand so you're able to accomplish those two distinct goals—while still bettering your bottom line. Related: Rebranding—19 questions to ask before you start 1. Determine whether it's truly necessary While a rebrand can bring a fresh look and feel to your business, it isn't always the best pathway to success. For instance, DIRECTV was purchased by AT&T in 2015, but it hasn't rebranded itself. In fact, it has stayed true to its branding and voice and is currently rated the best TV provider. Also, look at your competition. If you lack something they have, it's probably time for a rebrand or a shakeup of some sort. Mainly, if your current brand identity keeps you from taking certain steps as a business, consider what a rebrand would give you permission to achieve while still focusing on your core customer base. 2. Define your audience If your audience is 70-year-old retirees, you probably don't want to alienate them with something that feels so modern it's out of their reach. The same goes for a millennial audience. If you're rebranding, it might be because you're redefining your niche and ideal customer. Make sure your branding speaks as much to that ideal audience as your sales copy does. 3. Stay true to your mission A rebrand should be a makeover, not a botched surgery. Before you begin, go over your mission and value statements. Come up with an idea of where you are now and where you want to go—without losing sight of who you are and what your customers have come to love. Project your mission and personality in your new branding so you feel like a refreshed company, not an unrecognizable one. If you're having trouble finding your brand's voice, try this tool. 4. Learn from the best Rebranding should be something that improves your company's revenue and public perception. Grubhub is a fantastic rebrand example. After early success as a food delivery company, Grubhub got blown out of the water by the much more polished Seamless. Grubhub knew that to compete, it had to look the part. What stands out in Grubhub's story is how it reached out to new customer bases while never abandoning the college demographic that helped it first become successful. 5. Study what not to do Sometimes it's easier to learn from others' mistakes rather than their triumphs. You might be familiar with the infamous Gap campaign—a logo rebrand that ended in ridicule. While no one seems to agree on how much Gap spent on the rebrand (thousands or millions), the sad truth is it spent money and the only difference the company managed to create was in the gradient. While the company didn't do anything "bad" per se, it did waste money on something that wasn't effective. 6. Figure out a budget Rebranding can cost anywhere from next to nothing (if your company has a design team) to $100,000 or more for a complete company revamp. But don't instantly blow your budget on rebranding. Instead, determine the return on investment like you would anything else and see what's reasonable to allocate to the endeavor. 7. Hire the right creative team To put it succinctly, rebranding is a big deal. Outline a process for your team that includes brand guidelines, logo files, letterhead, web templates—the whole shebang. Look for companies with the style you're trying to emulate. If it's hard for you to speak to visual or creative direction, find other examples that resonate with you. Giving a talented creative team solid, constructive direction is key to a successful rebrand. 8. Make it a PR opportunity Rebranding doesn't need to be treated like a celebrity facelift—secretly. Instead, use this opportunity to generate marketing buzz. Work with your team to come up with an exciting unveiling campaign to introduce your new look—whether that's an email marketing campaign to existing customers, a huge guerrilla campaign in New York City, or some smart social media stunts. Treat your rebranding like a party, and it'll work harder for you. Here are some examples of brilliant rebranding campaigns that knocked it out of the park. 9. Be consistent Branding should be synonymous with "consistent messaging." [Click to tweet ] When you rebrand, you need to go back through every webpage, design element, and evergreen brochure to update it with your fresh look, tone and feel. Don't dilute your amazing new branding by confusing it with the old. Get everything polished in one fell swoop. Brand consistency was important before the rebrand, and it's even more important now. Rebranding is a fantastic opportunity—it's a time for you to rethink the way your brand is perceived by the world. But, don't rush it. If you're serious about rebranding, putting forward your best and fullest effort is key. Follow these 9 tips to boost the chances of your rebrand being successful and impactful to your bottom line. Thinking about a rebrand? If it's time for a brand intervention, you won't want to miss our webinar with branding expert David Brier.