In the simplest terms, your business’ brand is a combination of a variety of factors, including your values, products, services, and identity. Your logo (brand image) represents and embodies all of these factors with a single, hopefully balanced image. In most cases, though, particularly for small businesses, logos are an afterthought — a dreaded necessity that you either stepped into or designed yourself in the beginning and on a shoestring budget, no less. So, after years of grinding through the hard steps of building your business, its possible/probable that you view your logo now with disdain and find that it fails to accurately represent who you are. Many times, small businesses often regret the name they originally bestowed upon their company.
As difficult as these topics may seem, in the design world, rebranding provides a tremendous opportunity to give your business a facelift across marketing material, website, and signage within and without your physical and online property. Rebranding often includes redesigning one’s logo and revisiting the overall look and feel of marketing materials, particularly in regards to colors and fonts. Why do businesses rebrand, and more importantly, what is involved in the process?
- Your business and corresponding customer base has changed. In looking at your business, you may now buy and sell both clothing and jewelry, whereas when you began, you only sold jewelry. Correspondingly, your market has expanded. It instances such as these, it is time to rebrand.
- Your look is out of date. Maybe you designed your logo in-house and used an outdated program. Maybe you have included a once-trendy font or color (papyrus, for example). If your look is yucky and triggers your own gag reflex, it is time to rebrand.
- You’re expanding (or you have expanded). When businesses expand to entire regions, states, or across the country, and their logo includes phrases like, “Wholesale Carpet of Naples,” or something to that effect, rebranding is absolutely essential.
- Your location has changed. A lot of times, businesses include location specific information in their logos, or their logos resonate with a specific town. In cases such as these, a logo/branding overhaul is essential.
The Process of Rebranding
- Rebranding includes website revisions. Once you have revised your logo, you must also revise your website and blog to incorporate the new look and feel of the website.
- Rebranding includes marketing material revisions. After rebranding, you will need to revise and reprint any auxiliary marketing materials, including business cards, fact cards, brochures, employment applications, etc. EVERYTHING must include the new logo.
- Rebranding includes revisiting your mission, vision, and values. In the process of rebranding, you will need to revisit who you are, what you do, why you do it, etc. with your designer. In order to get the logo and design exactly right, you will need to clarify your brand.
We hope this helps in the process of promoting and marketing your business. Give us a call with any questions — we are here to help.