Tips for Rebranding Your Business

The greatest certainty in marketing is change. Successful rebranding allows for organizations to adapt their content and goals to this state of constant flux. A company rebrand can involve the full gambit of marketing tools; from logos, messaging and graphic elements, to defining target audiences and pricing products. 

Rebranding can differentiate an organization from its competitors, increase its client base and grow into new market territories. Whatever the goal, these three factors for change should be at the crux of an organization’s decision-making for a rebrand.

1. Consistency and Clarity are Key

Reliable branding means that the logo and accompanying design elements have recognizable fonts and graphics. Client-facing content should retain its distinguishing language and tone so veteran customers continue to identify with the organization throughout its evolution. In this same vein, rebranding should also preserve the organization’s core values. This will allow customers to further retain a connection to the brand as content and markets develop.

To provide clarity throughout the process, keep an open dialogue with the client-base. Set out goals for rebranding and then set up resources to help support customers’ transitioning into a new website and added or changed services. If the rebrand opens to a new target audience, everything from messaging to price should be easily discernible.

2. Highlight Benefits and Purpose

This next tip promotes developing support and transparency between the organization and the client. Identify the company’s rebrand goals. Will there be better customer service, more product offerings, a change in prices? Then, define for audiences how rebranding will bring these goals to fruition and, more importantly, how they will ultimately be in the client’s best interest. For example, if the goal is to increase exposure overall or to widen appeal to a specific demographic, highlight the connection being made between current and prospective customers.

Additionally, address any pressing questions. This means that if redesigning causes a customer trouble finding a specific page on a website, be equipped to respond. Since it’s inevitable that these kinds of issues will arise, let customers know how they’ll be supported throughout the transition and consistently provide the support assured.

3. Relaunch: Celebrate to Captivate

Everyone’s heard of going out with a bang; however, in this case it’s equally imperative to reignite existing customers’ passion and loyalty for the brand while causing a surge of interest in the newly targeted base.

Highlight achievements: Show how rebranding accomplished key goals and depict the crucial action steps and decisions the organization underwent.

Get people talking: No faster way to support brand credibility and make it more likely for customers to share the brand than to get customers liking, sharing and posting about the company.

Make it an event: The organization can utilize the media or create a virtual event or brand launch. But, find a way to mark the occasion and celebrate the novelty. This will allow customers to redefine their connection to the organization. 

Following these steps will put any organization well on its way to a successful rebrand! Appleton is an award-winning, full-service advertising agency in Orlando, Florida that specializes in delivering a strong, unified visual and verbal presence through branding and messaging. Appleton works with local, national paper writing help and international clients to build a strong and cohesive brand that standardizes any company’s look and communications across print, web, social media and video. Your branding goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.

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