Encyclopedia Rebrandia: The process

III.a – The strategy behind rebranding

While it can be tempting to jump straight into creative work, this can often put the cart before the horse. Starting the rebranding process with research, analysis, and goal-setting will hugely help a brand further down the line, as it seeks to maximize the chances of a successful, smooth roll-out. Preparing a strategic approach includes:

1. Setting objectives. Having clear objectives and strategic goals can help a brand to ensure that the rebrand presents tangible business opportunities and isn’t just a vanity project.

2. Conducting a brand audit. A brand audit takes a strategic look at the existing brand and its performance to identify opportunities for improvement. A comprehensive brand audit focuses on the three core areas of consistency, visibility, and reputation.

3. Identifying the target audience. A brand’s target audience will influence not only the strategy behind the new identity but also the creative direction it will take.

4. Analyzing competitor positioning. Conducting in-depth competitor analysis is a great way to gain insights into the strengths and weaknesses of a brand pre- and post-rebranding. It can allow a brand to aim for distinctiveness, or market trends, depending on what the goal of the rebranding is.

See also: How to perform a brand audit

III.b – What’s in a rebrand?

Although the approach and reason may change, every rebranding journey follows the same path:

1. The process begins with a comprehensive brand audit of the current brand positioning, strengths and weaknesses, and areas for improvement. This step provides crucial insights that inform the entire rebranding strategy.

2. The next step is developing a new brand strategy. This includes defining the brand's vision, mission, values, and unique selling proposition. This step is particularly important in a full rebranding, whereas in a brand refresh, it's more of a reaffirmation. If multiple sub-brands or product lines are involved, this is also an opportunity to refine the brand architecture.

3. With the strategy in place, the creative phase begins. This involves developing new visual elements such as logos, color palettes, typography, and imagery that reflect the updated brand identity. It also includes refining the brand's messaging and tone of voice.

4. An optional but incredibly helpful step in the modern rebranding process is setting up a brand-building platform to serve as a centralized repository for all brand elements, guidelines, and resources. Platforms like Frontify or other digital asset management systems are implemented at this stage, allowing for easy access, distribution, and version control of brand assets.

5. Once the new brand identity is finalized, it's codified into comprehensive brand guidelines that document how the brand should be represented across various media and touchpoints. The new brand identity is expressed in a full suite of brand assets, including templates, marketing materials, digital assets, and any other necessary branded items. All of these can be organized within the new brand-building platform.

6. The final step is to roll out the new brand identity. Typically, this begins with an internal rollout, complete with communication and training to ensure all employees understand and can effectively represent the new brand. The external launch follows, often staged across different channels and touchpoints. Throughout this phase and beyond, the brand-building platform plays a vital role in providing teams with access to up-to-date assets and guidelines.

7. Post-launch, the focus shifts to monitoring the rebrand's impact, gathering feedback, and making necessary adjustments. The brand-building platform continues to be instrumental in this ongoing process, allowing for efficient updates and ensuring the brand remains consistent and relevant over time.

See also: 3-stage rebranding checklist

III.c – Eternal principles

Although the shape and face of rebranding have evolved heavily over the years, some foundational truths remain about the process. These are vital to keep in mind in order to increase the chances of a successful rebranding.

First of all, authenticity remains a cornerstone of successful rebranding. Changes in a brand’s identity must stay true to the values and culture of the brand. In fact, a large driver in many rebranding journeys is an effort to re-align the company’s image to their values. Failing to keep the brand’s core in mind or rebranding simply to deliver short-term market impact can leave a brand’s external identity at odds with its internal message.

Consistency across touchpoints is another timeless principle of rebranding. A unified front is crucial for building recognition and trust at the best of times, but it’s doubly important after a rebranding as a brand introduces its new look to its audiences. Although this has always been a core principle of successful rebranding, it's even more critical in the age of countless touchpoints and channels.

Finally, stakeholder engagement remains crucial in rebranding. This doesn’t just include customers and investors, but partners and employees too. A brand is built of its people, and bringing them on board early in the process will always result in an easier rollout, as teams are excited and engaged rather than being blindsided by the new direction.