Everything You Need to Know About Rebranding in 2021
Upon us is a new year, full of change. Is your business ready to take on 2021?
The lasting effects of a global pandemic will undoubtedly shift a large focus towards the digital world. A major portion of our collective lives has taken to the internet. It is now more important than ever to focus on leaving a memorable mark with your online branding, maximizing your search engine optimization and getting your business in the eyes – and more importantly, memories – of your audience.
Rebranding your business in 2021 can be an excellent way to plan your journey forward as life adapts to a post-COVID world. Embracing the changes that lie ahead is a sound way to ensure success, but the challenges that come with a rebrand should not be overlooked.
A company’s brand is far more than a catchy logo.
It is an all-encompassing concept of who you are, essentially the first thing to come to mind when your company is mentioned. It’s a name, a reputation, a user experience, a community voice, and mantra all rolled into one. Many factors must be considered for a rebrand to be successful. The tried and true, ‘who, what, when, where, why, and how?’ thought process is a good way to determine if an image modification is right for your business, and then as a roadmap for implementing change.
First, why?
Knowing your intentions will help answer the rest of the questions. Is your focus demographic changing? Are you preparing for expansion? Are you dealing with stagnancy and looking to grow? Are you reacting to PR? All of these are great reasons to alter some, if not all of your brand identity. However, a simple font/logo change in preparation for an app launch may not be as simple as it seems. Consider that every piece of signage and stationery will need a revamp. Digital images across the web will need an update. If there is a name change associated, there will be significant paperwork associated. Rebranding should not be done on a whim, and specifically not to keep up with current trends. What’s ‘in’ right now will be out before you know it and you’ll be left appearing out of touch. Aspire to create an image that will withstand the test of time.
Next, let’s decide who.
Your brand starts at your mission statement, your raison d’être. It is echoed through your employees and their work environments. It’s communicated to clients, customers, and potential businesses through attitude and commitment. Your brand should know who it is speaking to and embody a message it seeks to share, in other words, your buyer persona. Take great consideration into who your target audience is and speak to them, both literally and metaphorically. This will also prove useful when building your content marketing strategy and learning how to write good content tailored to your audience. Dedication to a cause is memorable, and can be very beneficial to all parties involved. The who can also be corporate board members or stockholders, and it is worth noting that while all parties may not have the same goals, a mutual agreement and potential compromise are considerations to be kept in mind.
So, when is a good time to rebrand?
This ties closely in with the why, but with a few other factors of note. Social trends, as mentioned before, can shift the way we do business and communicate. Reopening to the world after a long period of lockdown is a prime opportunity to stamp a new picture on society. Let your clientele – no matter how large or small – know that you are ready for what comes next. Introduction of new services to the public, merger or acquisition, and business upscaling are all great times to consider a makeover as well. For instance, opening a second location to a successful restaurant might be a prime time to reconsider the company’s mantra, and reflect it with an eye-catching new style.
Now, let’s look at where.
This can be both concrete and abstract. Physical logo changes on storefronts and stationery, along with a website rehaul and social media communication can quickly alter public opinion, whether done right or wrong. If you intend to conduct business, or even simply share information online, the user’s experience with the design interface of your website is vital. Media should be attractive and easily navigated. A well-put-together digital presence is memorable, and likely to attract attention. Your business name and logo are best kept simple, yet unique. Your goal for a smartphone app logo should be for it to require no text.
What and how can be grouped together to form your strategy.
A rebrand, no matter how comprehensive, should take planning. Discussions with co-managers, employees, board members, and the like should transpire, and a clear vision should be agreed upon. An outside consultation is always a great option, as a fresh perspective may offer advice or criticism that might have gone overlooked. Find a clear summary of who your brand is, define what makes you unique among the competition, and pick colors and a font that speaks your voice. Hire or consult a graphic designer to turn your brand into a piece of art. Make your intentions to the world known, boldly but elegantly.
Recognize that a substantial rebrand will come with a cost. You have the choice to spend time or spend money. If quarantine has granted you the free time to research and develop your own ideas, time is what you should spend. If you find yourself overwhelmed in the process, there is great value in paying communication experts to guide you to a final product. At the end of the day, your brand is invaluable – in any industry. Defining who you are and how you share that with others is your ultimate key to success.
