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Time for a change? How to plan for a rebrand

Starting the journey of your rebrand

Written By:
Kelly Molson
  • 27/01/2016
  • 10 Mins to Read
  • By: Kelly Molson
  • Share

As your business matures, grows or moves into new markets a rebrand might be on the cards. You can keep the process from being overwhelming by doing some preparation first, it’s all about why you are rebranding rather than how. What is the reason for a rebrand? Who are you rebranding for and to reach? Define your deadlines and define what a rebrand will help to improve and change?

To start you off, let’s go through the types of rebrand and what it will include, it isn’t just a logo! Businesses rebranding may want a complete overhaul or to focus on a particular product, types of rebrand include:

  • Total rebrand: new name, look & feel, logo and website
  • New look and feel: new logo including look and feel
  • Product rebrand: re-positioning a product or service with new product descriptions, packaging or branding

What is going to change?

Depending on the type and whether you’re keeping your name or not, here’s what may need to change during a rebrand:

  • Your logo
  • Your slogan, mission statement or company description
  • Your website
  • Paperwork and branded material – business cards, letterheads
  • Packaging
  • Email addresses and signatures
  • Signage for vehicles and buildings
  • Financial information

Map out everything you’ll need to do so you’ve got a good head start before you talk to an agency. Don’t go feet first!

Why are you rebranding?

Your brand represents what you do, what you stand for and where you want to be in your industry – which is why any rebrand should be tied to your business goals. Some common reasons for a rebrand include:

  • Move into new markets and appeal to bigger clients
  • To stimulate growth and reflect past growth
  • As part of a PR campaign
  • To incorporate new product lines or a company acquisition

What are your targets?

Similar to your business goals, but more tied directly to the rebrand. Think about how it will improve the way you to business and how you appear to your customers. You may want to reach international customers, and a refreshed brand will work better in their particular culture. You may need a competitive advantage that your old brand would have been dwarfed by.

Your website might be central to your rebrand, and a refresh look and feel will help your site convert better. Think about what you need it to do, whether that is driving enquiries, online sales or demonstrating your expertise.

Who is your audience?

How does your business currently communicate to its target audience? Are you reaching the right people? Usually a rebrand is undertaken because a business wants to expand its reach or attract different types of customers. Maybe your previously small business wants to attract the big guns!

Often your target audiences changes as your business grows, which may spark the need for a rebrand. A refreshed brand will help to appeal to your new found audience more effectively, and give the business longevity.

Part of a rebrand is analysing who is it for and making changes based on that. List the industries you operate in and the types of clients and customers you want to attract. This will help you brief a branding or design agency more effectively.

What are your values now?

Is your business exactly the same as it was on day one? Not likely. Your values and your vision for the future would have drastically changed from when you took your first steps into the industry. Revaluate where you’d like your business to be in 5, 10 and 15 years’ time and base your rebrand around those goals. They may involve acquiring new staff, premises or widening your product range or skill set. Make sure you’re prepared to be able to achieve your goals in your communications.

What is your deadline?

It is important to set a general deadline, and we like clients who do this! We don’t recommended setting a date in stone, but do have a month or period of weeks which you’d want the process to be in place by.

Set deadlines for when the new brand is unveiled, when you’d like the website to go live and when you want collateral like paperwork and signage to be changed. This helps your agency plan out your rebrand around dates that suit you.

You should think about upcoming events and releases too, and try to make sure your new look is in place well before they happen. This means you can focus on them instead of juggling everything at once.

Get creative

It isn’t all about projections and lists; a rebrand is a creative process! A good agency will ask you to draw inspiration from what surrounds your business. Think about colours you like, what competitors are doing well and what your customers say about you. Use words to describe yourself and images and colour to visualise your business. Mood boards aren’t just for wedding planners! They are a fantastic way to communicate your ideas during a rebrand, and you can involve your team too. Pinterest is a great way to put together a mood board, and you can even keep the board private too.

Do you feel ready? These steps will ready you for the exciting adventure your business is about to take. Here at Cheese HQ we love helping companies build a fresh new look, do get in touch for a chat.