5 Things To Consider When Thinking About A Re-Brand

Image of Samantha Legget, 360 Growth Partners Marketing Associate

“Your brand is what other people say about you when you’re not in the room”

– Jeff Bezos

Your brand is a valuable asset to your business, it determines how people perceive and identify with you, it helps to build the trust of your target audience and foster loyalty. Evolving or refreshing your brand is not a project you will do very often so it is important to give it the time and attention it deserves.

5 things to consider when thinking about a re-brand

From our experience, here are the top 5 things to consider before you get started:

1. Preparation is key

  • Being well-prepared means taking the time to define and articulate your purpose, vision, mission, and values. You’ll want to be sure of who you are before you get started.
  • To know how you will be perceived you will want to have a good understanding of your target audience. Do you know who they are, what they need, their drivers and pain points?   If not you might need to do some research.
  • Have you done your homework on your competitors? Do you know how you differ and what your unique selling proposition is.  It’s important to know your position.
  • It has been said many times, the output will only be as good as what you put in, be sure to have a tight brief and be clear on your budget before you get started.

2. Select the right team

  • There are many ways to undertake a brand project – with an agency, freelancers, or in-house.  We’ve used all of these options with different clients as one size does not fit all.  Consider where you are on your journey and what will deliver the results you are looking for.
  • Fundamental to the success of the project is having the right team on-board internally as well, identify who is doing what and then hold them to account.
  • Once you have assembled your team, make sure everyone understands what you are trying to achieve and where you are going so that the end result is authentic, will support your growth, and is future proof!

3. Engage stakeholders that will add value

  • Beyond the project group you will want to get buy in from a leadership perspective, so that the brand direction is aligned with the business vision.
  • Customer interactions are invaluable, so make sure you engage those people who best knows your customers and interacts with them on a regular basis.
  • Sales or business development team members are also great to consult as they understand the needs, wants and frustrations of your target audiences.

4. Plan for success

  • As we’ve said, this is one of the most important projects you can undertake and you won’t do it very often.  So it is important that you have thought it through, a clear plan in place, communicated well, and everyone knows their roles and responsibilities.
  • Managing expectations will be critical to success, so keep your teams and stakeholders aligned, chances are they haven’t worked on a brand project before so it will be important to keep them engaged and manage their expectations.
  • Be aware, this is a highly collaborative process so you will need to have good channels of communication and clear deadlines in place to keep your plan on track.

5. Roll out

  • Developing your new brand and creating a set of guidelines is only the beginning – be fully aware that rolling it out will take time, budget and resources so think ahead.
  • To help, you could do an audit of all the elements that will need to be updated –consistency is key, so try to consider everything that is currently branded and you might want to think of some new launch materials too.
  • This is a big job, so identify who will help you to roll it out and make sure you have a process in place for on-boarding.
  • Finally, don’t forget to plan and celebrate your creation! Once everything has been updated you’ll want to create excitement and anticipation around your brand.  If you build up intrigue and interest ahead of time then it is more likely to be well received when you do launch it.

We hope you’ve found this article helpful, we also suggest you have a read of our ‘6 Reasons Why You Should Invest In Your Brand‘ blog and check out our recent re-brand project with NPH Group.

If you would like to know more about 360 Growth Partners or how we could help you to re-brand your business, then please get in touch and let’s start the conversation