5 Things to Consider When Carrying Out a Rebrand
With a brand’s colour impacting customer recognition by as much as 80%, and as many as 93% of consumers sighting visual appearance as why they choose to buy from a brand, carrying out a rebrand is anything but simple. When you also consider the various channels in which that branding will be used, such as print, online and uniforms, the complexity of a rebrand is furthered.
With a commitment to provide each of our customers with smarter and safer ways to work, WISE Worksafe has helped many organisations through the rebrand process. Within this article, we’ve brought together this wealth of experience and combined it with a selection of studies to provide you with a checklist of things to consider when carrying out a company rebrand.
Confirm Your Reasoning
Before considering what your clients expect from your brand and what channels it will appear on, you must firstly confirm why you are carrying out a company rebrand in the first place. Is it because of a slump in sales? Has there been a change in the competitive landscape? Has your organisation’s values or mission changed since its brand was last reviewed?
Whatever the reasoning, you must ensure it has been confirmed and that all stakeholders fully buy into the concept. In doing so, you will ensure your investment is spent wisely and that there is no confusion over its purpose in the future.
Think of Your Customers
At the heart of every great brand is an impassioned story and defined mission. Whilst some brands transition over time and revive their stories, itis always good to go back to your roots and ensure this is well intertwined into your organisation’s new brand. If you fail to do this, your existing customers may become unfamiliar and disconnected.
The National Trust, who WISE Worksafe assisted through a major rebrand, introduced their now iconic purple colour to depict the nostalgia of their organisation and notoriety for sophistication. They then placed subtle uses of blue and green into their brand to portray dependability, responsibility and commitment to nature. When combined with rest of the National Trust palette, these colours greatly represent what the National Trust’s values and overriding mission to those who currently engage with the brand and those they want to engage in the future.
When you are undergoing your own rebrand like that of the National Trust, you must ask yourself:
- What are your organisation’s core values and how may these develop in the future?
- What is your organisation’s mission statement and how might this evolve?
Think of Your Employees
As outlined in our recent article ‘The Secrets to Selecting a Uniform Your Staff Will Love’, ensuring that your employees are aligned and invested into your brand is pivotal. Without your team fully on board, customer engagement will likely be negatively impacted, resulting in a fall in sales.
Your employees will not only be able to depict how they believe the brand should be represented through its logo and colours etc., but they can also provide a unique point of view into how customers currently perceive your organisation. You may therefore gain insights into which core values are currently failing to get through.
By eliciting this valuable feedback from your people, they will in turn feel greater passion about the company they work for and the brand they represent.
Consider All Channels
The days of only considering print and signage when carrying out a rebrand are well behind us, if indeed they ever existed. Since WISE Worksafe began trading in 1977, a vast array of new channels have arisen which play an essential role in your marketing and customer engagement. These include websites, mobile applications, social media and search engines. When combined with print and the corporate clothing your team wear daily, it can be somewhat overwhelming.
We suggest that you list every channel on which your brand currently has a presence. Then list a selection of channels you believe you will likely have a presence on within the next twenty-four months. Some common channels to consider include:
- Social Media
- Online Advertising
- Offline Advertising
- Staff Uniform
Once you’ve outlined all existing and potential channels, you can begin to determine the way in which your new brand assets, such as colours and logos, will appear on each. You may find that you develop variations of your logo, such as a simplified version for use where space is limited, or alternative colours for use on different backgrounds. A logo and lengthy strapline may look excellent on the front of a brochure for example, but a bolder, simpler variation may produce greater impact on your staff workwear. But remember it is vital that you maintain sufficient consistency to ensure your brand is instantly recognised across all channels.
Determine a Return on Investment
A rebrand is ultimately a marketing activity, whether it be managed solely by your marketing team or not. Therefore, like any advertising campaign or networking event, a required and expected return on investment should be outlined before working with a brand agency or ordering new uniform for your team.
In order to do this, you must consider every cost associated with your organisation’s rebrand, and view each of these as an investment rather than an expense. These could include:
- A branding consultancy
- Graphic designers
- Updated print materials (e.g. business cards, brochures etc.)
- Revisions to digital channels (e.g. website redesign, social media graphics etc.)
- Corporate clothing
- New vehicle liveries
- Branded signage
Once you’ve determined the total investment that will be required to complete your rebrand, you will be able to calculate the return needed to break even and gain a profit. Dependent upon your organisation and your reasoning for the rebrand initially, you can then outline what increases in sales, donations etc. need to be achieved, and in what time period.
Ready for a Rebrand?
Have you considered each of the five points above? Are you ready to proceed with your organisation’s rebrand? If so, we wish you luck and would love to assist in providing high quality corporate uniform and workwear for your staff, adopting your revitalised logo and colours.
With our experience and dedicated account managers, WISE Worksafe not only offers a cost-effective solution, but one which requires as little of your time as possible. What’s more, with experience in working with both large organisations, such as the National Trust and English Heritage, as well as smaller businesses, we’re certain to have a solution for you. Simply call our team on 08456 71 21 41 to discuss your project.