Branding is indispensable. It is what makes your business stand out from a million others. But what happens when your business grows so much that it outgrows its image?
Rebranding is the next logical move. It’s not in the least an easy task, especially if your business has gained success due to your old imagery. People get attached, and they have a hard time letting go. On the other hand, if they like your brand and what it represents, and are loyal to it, there should be no problem with getting used to the new you. They may be drawn to the visual, but it’s your product that’s keeping them with you.
Think Facebook or Instagram makeover. We thought we can’t forget the old logo, but to be honest, I can’t even remember the old Insta logo. And I still use the app.
What You Need
Proper rebranding takes time. It’s way more than needing a new logo and a brand new website. A good web design company is of paramount importance to this enterprise though. And what you need is to sit and think. Pardon me?
I know, it sounds like you’ve come to the unreachable mountain top to ask a wise old man about life’s purpose and he gives the same cryptic answer.
Well, here’s the thing: you need to think about what your company stands for and how it has transformed and matured. Look at it as if it was your child. What does it need? It certainly deserves a lot.
What is your basis? Where are you heading? Do you want to change the name? Moreover, do you know what goes hand in hand with changing it?
The Why’s and How’s
Ask the why’s. Why would a new one be better? How many more similar names are there in the same industry? Do you intend to retain the level of services? And what about the social media and the domain itself? It must not sound silly. And it could because you need to add your birth year to the handle because the one without it has already been taken.
Furthermore, you have to ask about your company culture? Does the name have to reflect it? Or better yet, contain the exact word that you use to define it?
Think in Adjectives
Here we come to the crucial point: listing all the adjectives that apply to your company’s values. If you’d like to read every little detail on how to go on with this journey into (un)known, read this. It showcases some very relevant points.
First, you have to think of your noble cause- the core of why your business does what it does. Then list all your values- be it “mindfulness in actions”, “better give than take”, or “ethical production all the way”. Culture will emerge from that. Then come the “brand attributes”. (Extra tip: it would be nice to include your co-workers into the process, we guess you value their contribution to your company.)
So, the article basically suggests that you imagine your company as a person and therefore try to honestly describe it. You should end up with some words that pinpoint the essence of your enterprise.
As a useful side-effect, you might end up with the more precise requirements while headhunting in the future, since what you’re looking for will be visible and clear for the applicants.
Also, as a side note, you may see that “culture” is not how much money you paid for that huge plastic cactus sculpture. It’s much more than any visible “perks”. It’s about the values and how they permeate your business in all its aspects.
Ok. Moving on.
Make It a Collaborative Project
Include all your colleagues and choose the professionals, like the folks from this Houston web design company, who pay attention to your story, and who put great content and design on a pedestal. You certainly have some ideas of what you’re looking for, so make some visuals, like vision boards. This is how you sift through an endless stream of ideas and also make some decisions regarding your preferences- classic or hottest trends.
Some Important Notes
Mind you, do not do things if only one person (you?) likes them, you need to always align it with the brand and the branding strategy. Just because it’s different, doesn’t mean it’s right. This should be your North Star. Also, this may feel overwhelming and disappointing at the same time because it’s not a quick fix and a lot of this needs to come into place.
When you have the answers to the above questions: about your company’s values and characteristics (“brand attributes”), your digital agency should come up with the website look that aligns with those- the photography you might want to go after, lettering, color schemes (striking, yet not overwhelming) and art- illustrations and such. Also, is it moving or is it motionless?
Don’t get discouraged if it’s not what you’ve imagined. Sit through it. Sleep through it. If it’s still off, it’s not ready for the world. For example, if you own a slow-food restaurant, you need something to remind people of joy, the pleasure of the whole experience, thus, minimalism won’t do. Even though it’s perfectly crafted and very hip. Fundamentally, it’s not your business.
Then comes her majesty the content. No slacks. Design, including letter design, feels easy after that.
Last but truly first, the logo. Your company’s name, alone or with a mark, simple or intricate, delightful or unnoticeable- just make sure it associates you with your “brand attributes.” The logo should flow with the rest smoothly. Should feel at home. Rest assured, the results and responses from the public will follow.
Branding and rebranding are equally tough and minute businesses. What you decide on a whim can cost you a lot, that’s why it’s crucial you think twice (or three hundred times), team with the professionals and involve your people in the process. This may feel like you’re doing something for eternity. Or something that will make or break your company.
So, please, do sit and think. It’s the wisest thing to do.
Author Byline: Liam Collins is a tech pundit and Web enthusiast working at TuiSpace.com. He spends most of his time reading and writing about the current affairs in the world of information technology. When he isn’t working, he likes going for long bike rides and walks in nature.