Re-branding your company is more than just tweaking the logo a little bit, and hoping it will go down well. Thus, quite a hassle. Which is why it is imperative that you ask yourself if you need the re-branding in the first place.
If your target audience is changing over time(which is the case more often, than not) or if competition takes the big bite out of your business, the then chances are that you do need it.
- Do Your Research – Do a survey within and outside the company both, regarding how it is perceived and how they would like to see it. Research on logos with your art director and see what makes the logos work like they do in successful counterparts of your company. Synthesize critical results from your findings and sit with your team and brainstorm.
- Invite Input But Don’t Get Overwhelmed By It – You can’t re-brand your company in a vacuum but you can’t also make it an entirely democratic process, and that will create chaos and water down the key decisions.
- Be Clear About What You Want – Whether creating a new logo, tagline, mission statement or core purpose, a company or organization must think beyond whether it looks pretty or sounds good. Ask yourselves, “What does this mean?”; “Does it accurately reflect what we stand for?”; Will it still be relevant over time?”; and “Does it effectively communicate who we are?” At the end of the exercise, you should be able to answer “yes” to all of those questions.
- Get Buy-In From The Right Constituents – You need to garner vast support for your decision to re-brand.Communicate your reasons and methods to accomplish the desired outcome and get everyone entirely on board. Generate interest and enthusiasm.
- Put The Entire Process In Motion – Connect, Create and Communicate your brand.