The day has come when it has been decided it is time to rebrand. This is an exciting time for the marketing team who have probably been feeling the pinch points for some time.
A rebranding project can feel daunting at first but if you get your homework done, you will give the project the very best chance of being a roaring success – and, who knows, it could even win awards!
A great creative agency will be your partners and know what questions to ask and how to support you at every step of the way. They will of course deliver the necessary creativity and design solutions that the project demands but you should also tap into their experience, having delivered a wide range of rebranding projects successfully.
There can be many stakeholders involved in a rebranding project, all with their own point of view and emotional baggage attached, so it is essential to get the groundwork done. Here are my top tips for laying the best foundation for a successful rebranding project.
1. Audit your marketing communication channels
Make sure you know all the places where your brand will be seen. Don’t forget about situations like sponsorship and partnerships too as they are visually competitive spaces from a brand point of view. Once you know where it will be seen, you will know what you need including logo variations in terms of scale, application and backgrounds. It also helps to visualise some of these during the creative process to make sure that the end result will fire on all cylinders.
2. Define internal resources and create teams
Depending on the size of your organisation, you will need to plan who will do what during the rebranding project. Make sure you are realistic when time planning as, in most cases, rebranding projects tend to be run on top of the day job. Create small teams, if necessary, with very specific tasks and have regular check-ins on progress.
3. Secure management buy-in
Make sure you consult with everyone who has decision-making or influential status in your organisation before you start any creative work. Taking on board people’s opinions early on ensures smoother review stages and, even if you choose to ignore some ideas and comments, you are able to explain clearly why and mitigate creative dilution and pointless delays.
4. Engage internal communication
You will want every member of your organisation to be on-board with the rebrand. They will be the ones who have the most exposure to the new brand and often be in charge of implementing it. Keeping the whole team informed create ambassadors for the new brand, avoids a risky 'big reveal' and supports the fastest possible roll-out of the new brand.
It can be tempting to jump in with the creative work once rebranding is agreed but doing this preparatory work will result in a smoother and faster rebranding project that is more enjoyable and successful for everyone!