New logo, who dis? You’ve decided to rebrand your company, congratulations! We’ll toast to that! A rebrand can be a really exciting time to double down on what matters most to you as a company and better reflect your strengths to the world. But, as with any major undertaking, changing your brand can come with a host of challenges. Rebranding marketing in particular often leaves business owners feeling lost, unsure of what a successful rebranding marketing strategy looks like. To help you out, here are some of our best tips for rebranding and some marketing tactics to support it.
Nope, that’s not a typo. Oftentimes, company leaders are so eager to let customers know about their new name and brand identity that they overlook how the shift will affect their employees. Before ever moving forward with a rebrand, start with your team. Explain why you’re making this choice, and how it may impact them. HubSpot summarizes that rebrands are the right decision when “your company’s vision, mission, values, and market are no longer reflected in your brand,” so share which of these aspects is true for you and how you’re changing it.
Then, ask for feedback. Even if you can’t accommodate their suggestions, employees need to feel valued and heard during such a significant change. As you plan for company-wide branding updates, make sure to communicate with employees about what they’ll be responsible for during this time. We updated our logo after celebrating our 10 year anniversary. To ensure a smooth transition we made a checklist of what needed to be updated internally and externally, as well as assigned accountability. It helps to get the whole team involved and helps you cover your bases. If a checklist doesn’t make sense then at least create guidelines and a timeline you can give your team, along with who to contact with questions.
Once you have employee buy-in about your rebrand, think about the impact it may have on your customers. The move will ideally be beneficial to customers, so focus your messaging. For example, maybe you’re rebranding as your acupuncture clinic expands into a new geographic market. In doing so, you’ll be able to serve more customers and your existing customers will be able to enjoy more availability for appointments. Or, perhaps you own a meal prep service. You may have initially started out with convenience-based menus, but realized over time that you want to abide by a healthier philosophy. A rebrand can help you make this transformation, and it’s up to you to explain why this switch matters and how your customers will benefit.
When it comes to marketing tactics, simple communication tools like email, social media, and blog posts on your website are usually sufficient. You could also get creative and do something like launching a direct mail campaign, in which you send classy invitations to customers, inviting them to “meet” your new brand. Either way, you’ll be on the right track as long as you tell customers why this is happening and how it will benefit them.
Once you have all your ducks in a row in terms of employees and customers, it’s time to introduce your new brand identity to the world. We recommend using a press release as a tool to spread the word and ensure you maintain control of the narrative. You can also share this release through a newswire service or even email it directly to local or industry journalists who may be interested in learning more and writing about the rebrand.
Depending on your industry and the size of your market share, it could also be a good idea to mention your brand’s changes in some paid ads. If you do, keep it simple and straightforward. Copy like: “Same people, same quality, new name,” followed by a link to where they can learn more about the story behind the rebrand can work exceptionally well. We also suggest keeping a pop-up on your homepage for at least a few months or more that lets visitors know they’ve reached the same company as before; just with a new image.
There’s a lot to get excited about when it comes to rebranding, and a lot to think about with rebranding marketing. If you would like help navigating the switch to your new brand identity, we’d love to help! Give us a call or chat with us today.