Rebranding is not repositioning
Although both work toward to goal of brand clarity, rebranding and repositioning are not the same tactic. Both can be beneficial under the right circumstances, but it's important to know the difference and go into the operation well-informed. There are few things more confusing to your customers and inefficient with your dollar than looking to rebrand and actually intending to reposition.
Rebranding is a process that should be considered if your business image, including name and logo, cause misunderstandings or confusion when presented. The most common reasons this occurs are the simple passing of time or having a misrepresentative brand from the beginning. When a business decides to rebrand, they can expect to change their logo, website, and a suite of auxilary materials--minimally.
Repositioning, on the other hand, better suits businesses that have a solid foundation with their name and name recognition but their message or image is incongruous with the company. In other words, repositioning is a tactic that involves a different stream of PR and reputation management. Like rebranding, repositioning can involve changing collateral but is generally a more subtle approach to altering a company's image.
If both of these tactics seem too drastic for your business, a light refresh may be exactly what you're looking for. Check out our recent redesigns to see the benefits other businesses have received.
A brand is larger than a logo
Most people correlate rebranding with changing their logo. While the logo is no doubt an integral part of your brand, it is not your actual brand. Your brand goes far beyond your logo; your logo is simply the symbol of your brand. To successfully rebrand, all aspects of your brand must be updated or altered with consistency. Effective branding entails a full consideration of your company's status and goals--and full support and preparation for an entire overhaul. Rebranding is not a half-hearted process and should not be treated as such, or it will likely have to be repeated again.
Know your reasons and plan to prepare
One of the best weapons you can have in business is knowledge, and rebranding is no different. Know your reasons for wanting to rebrand and be confident in those reasons. To make the entire process more efficient, have your research and strategy well organized so it can be presented (through multiple meetings). But don't stop at your new strategy--make sure your current branding content is well organized and easily transferable. This involves everything from website copy to imagery and content hierarchy. Make sure adequate time has been set aside for this preparation period--it'll make everything go smoother.
Plan to stick with it
A brand shouldn't change like the wind; it's something your customers should be able to recognize over time. When deciding how your business should approach rebranding, consider it permanent, with minimum flexibility. There are no "undo" buttons in business. Although re-rebranding might be a viable option (far) in the future, plan on sticking it and don't settle until your rebrand matches your requirements.
Have any other questions about rebranding? Want to know more? Drop us a line in the comments!
