Rebranding your image doesn’t mean changing your name – ‘Who’ is the best example!
We have seen 11official Doctors now with completely different personalities. The most recent of course is Jodie Whittaker who is revolutionising and rebranding Dr Who like we have never seen before. Although ‘Dr Who’ has been reinvented with each new face and the style of the programme has changed considerably we still know and love it.
I was recently speaking to Alex, who runs a kitchen design and fit company, chatting about his recent success with a rebranding campaign. He has been ‘rebranding’ his business but not to the extent that he had originally feared he would have to do.
With many kitchen suppliers around the area he wanted to be ‘THE’ kitchen company to go to – The Go-To Expert!
Alex thought rebranding meant changing everything including the name of the business. He told me how relieved he was when finding out this wasn’t the case.
Alex had built a reputation over the ten years in business and didn’t want to lose or jeopardise those contacts.
The rebranding pulled their identity into line, developing a consistency in colour and font style wherever the logo appeared. Creating a clear message to run through all the adverts utilising strong eye-catching images and short concise information. A PR company was used to promote their business across the locality, teaming up with a charity to enhance the promotional opportunities.
Rebranding has to be done for the right reasons.
It may be time to change the name of your business and do a full rebranding exercise but carefully consider your options and what you want to achieve.
Does the name of your business still reflect you, your beliefs and your operations?
What you are doing and how do you want to be seen and found?
Consider how long you have been known as that business and how it will affect those existing customers.
A business that constantly rebrands, changes direction and name will not encourage confidence.
What does work?
Are you happy with the name but unhappy with the look?
Maybe its a little dated or inconsistent, carefully look at what you like and dislike about the image.
Check out what your competitors are doing. What you think works for them and what doesn’t but…
…Think like your clients not as you!
Use a Graphic designer to discuss your ideas if you have any. What you want to change, how you what to change it.
Be clear what you want to keep.
Ask people around you for opinions but be careful not to be pulled in too many directions.
When you have the final design make sure you implement it across the whole of your business. Use it and refresh all your media – there will be lots more of it than you think. Not just business cards and stationery but your website should be one of the first things to update and any social media profiles.
Consistency is essential.
Use the new look and promote it. Create an event in itself. Add a sales promotion. Special discount or gift to celebrate the new image.
You should have confidence and be proud of your business image, it should make you want to shout about it!