Rebranding: What All Is Involved?

Rebranding is a way to refresh your brand's elements.

Rebranding isn’t just about changing the colors in your logo, designing a new website, or even updating your tagline. No, rebranding is about going deeper into your brand than just what your clients and potential customers see.

Rebranding: All Or Nothing

In most cases, you can’t really pick and choose the elements of your brand you want to change up or refresh. Because your brand needs to convey a clear and concise message at all times, every aspect may need to be updated. In rare circumstances, only parts of your branding may need to be updated.

However, if you want or need to rebrand because you feel like, for example, your logo is looking outdated, then there’s a good chance other aspects of your brand are feeling outdated as well. When you change something like your logo, your website needs to match the new design. And, if you change your website, it may be time to update your messaging. While you’re working on updating your message, it might be time to reevaluate your values.

Sounds like a lot, right?

Well, yes and no. With the right strategic partner, a rebranding process isn’t too much to handle. In fact, it’s a great process. A rebranding is like revitalizing your company. It should be a time of opportunity and growth.

To help get you started, here are some of the critical aspects that go into a rebranding:

Logo

During a rebranding, you’ll probably be most excited to refresh your logo. Depending on your business and your ideas, a logo refresh could mean a number of things:

  • Changing the colors
  • Updating lines
  • Rearranging elements
  • Complete redesign

In some cases, a rebranded logo can be a simple project. It really depends on how well your logo communicates your business’s story

If your logo already does a decent job conveying your story, then it really will just need a refresh. Changing your logo colors might be enough to really convey who you are. You may not know it, but your brand colors actually say quite a bit about who you are, what you represent, and what you do. So, your rebranding needs to reflect all of those things and changing something like the colors may be enough to do that.

However, your logo may need to be totally redone to complete the rebranding process. For some business owners, this may be a slightly terrifying process. Just know that updating your logo can go a long way in advancing your company and growing your business. It’s important to keep in mind how important first impressions are to your business and logos are often the very first impression people have.

Website

With an updated logo comes an updated website. Whether your website design is 10 years old or only 2, you’ll need to update it after you start the rebranding process. Not only will your logo need to be updated throughout your website, but the rebranding process will also help you develop a more cohesive digital strategy.

Most of your customers are going to check you out online before they actually make a purchase, whether you sell products or services. Your website not only needs to have a great user experience, but it needs to fit your brand.

How does a website fit a brand?

Quite simply, your brand has a personality. During the brand refresh process, you’ll discover more about your brand and your company. For example, you may have a unique approach to talking to your customers. While the competition uses formal and business language, you’ve discovered your customers prefer a more laid back approach.

Your redesigned and rebranded website can help show how you are different than the competition through new messaging, updated graphics, a new layout, and high quality imagery.

Message

Often times, one of the biggest changes during a rebranding is the message you put out to customers and leads. Because everything that touches your customers and leads needs to be cohesive your messaging will need to be updated to reflect your new brand.

This means rewriting some of the key points on your website and marketing collateral. You have a unique story and your customers want to connect with that story. During a rebranding, you’ll learn more about that story and how it works for you during the sales process.

What’s more, is your brand story is also your value proposition. It’s what separates you from your competition. It’s what makes you, well, you.

Values

One of the main drivers of the rebranding process is your company’s values. It doesn’t matter if you have established values or you’ve just been kind of flying by the seat of your pants. Values help determine the look, feel, and meaning of your entire brand.

By establishing values or reevaluating your values, you’ll be better suited for the rebranding process. These new or updated values will help guide everything you do moving forward and will be reflected in your new logo, updated website, and the messaging you send out to customers and leads.

Starting The Rebranding Process

As the old saying goes, admitting you have a problem is the first step.

Okay, that might be a tad dramatic, but you probably have noticed that your website, logo, or messaging is getting a little stale. Maybe leads aren’t reacting or responding the way they used to. Maybe you’re just tired of the way things look. Or, maybe you’re looking for a way to revitalize your brand. Whatever your reason, starting the rebranding process is all about taking that first step.

When you’re ready, Iconic is here to help you through the process, discuss your needs, and redevelop your brand into something remarkable.

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Carolyn Byard

Carolyn is Iconic's art director and office dog handler. She strives to build unicorns, and she is completely obsessed with the fusion of beautiful design with strong strategy for unforgettable user interfaces.