Rebranding 101: How to map out a refresh for your brand

1st November 2021

Branding is the love language of a business. It tells your customers who you are, what you do, and how you stand out from the competition. With so much at stake, you want to make sure you get your branding right. Rebranding takes all this a step further. You’re essentially changing the narrative of your branding journey. As such, you want to ensure your new branding stays true to your core values but brings something new to the table.

Rebranding can be tricky, but it’s not impossible. Many businesses have undergone a successful rebrand. But how exactly can you go about rebranding your own business?

Here’s a step-by-step primer on rebranding.

1. Look at your existing branding

Before you throw your old branding in the trash, it can be helpful to dissect it to figure out why it’s no longer working.

Is your old brand out of date? What messages does it send? What associations does it have? The answers to all of these questions can help you understand how a new brand can help your business succeed more.

Looking at your old brand also gives you the opportunity to shift your narrative but keep successful elements. Some of the best rebrands aren’t clean-slate affairs, rather they evolve from the old brand organically. By looking at your existing branding, you’ll be better positioned to understand what works and what doesn’t. This will, in turn, inform your next rebranding steps.

2. Do market research

Branding is a reflection of your business and its values. As such, you need to have a thorough understanding of your company and its position in the marketplace before you tackle any rebrand.

Sit down with your team and go back to the basics. Who are you? What goods or services do you provide? Who are your competitors? What’s your unique sales position?

These are all questions you should know the answers to before tackling a rebrand. After all, you have to know where you are before you plot a course to where you want to be.

3. Lock down your brand values

Rebranding requires a detailed understanding of your brand – where it is now and where you want it to be. This is where your brand values come in.

Brand values are essentially a set of guiding principles that shape your business from the ground up. They’re at the core of your brand and dictate its message, identity, and personality. To lock down your brand values is to lock down the core message you want to send with your branding.

Sit down with your team and figure out exactly what your brand values are. Do you prioritize customer experience? Perhaps your business is steeped in environmental activism. All of this should be reflected in your brand values. 

4. Decide on your look and feel

Look and feel describes the aesthetics of your brand. You want your look and feel to be unique, positioning you individually in the marketplace. You also want it to reflect your brand values.

When developing your look and feel, lean heavily on your brand values and let them inform your aesthetic decisions. Is your brand edgy and moody? More traditional and clean-cut? This should be obvious in your look and feel.

A great way to lock down your look and feel is to develop a mood board. Either digitally or physically, create a board and cover it with aesthetic examples of what your brand refresh will impart. These can be images, fonts, colors, or anything else that encapsulates the look and feel you’re going for.

This board will be key in developing your new brand.

5. Hire a professional

Branding is essential for the success of your business. Good branding, among other things, tells potential customers you’re the business they want to work with. You don’t want to phone your branding in. This means no hiring your nephew to sketch up a logo!

When designing your new branding, you should always hire a professional. They’ll be able to ensure your brand values and look and feel are all encapsulated in the final result. They’ll also have the knowledge and skills to provide you with usable files and imagery at the end of the process.

Nail your rebrand

Successfully rebranding your business can be one of the best things you do for the success of your company. Whether your old branding was out of date or just not sending the right message, a rebrand can be the silver bullet your business needs.

Now you know everything there is to know about successfully rebranding a business.

For some inspiration:

Check out how we rebranded and transitioned into Metigy here

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