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4 Key Steps in Rebranding Your Business

by Zacharias Hulme

The business world must react to constant, often unpredictable upheavals. Economic shifts, cultural trends, and a variety of other changes influence what brands offer, how they offer it, and the target audiences for those brands. As a result, business owners may have to confront the need to make their brands more relevant and effective. 

If you believe that you need to rebrand your business, you may find the prospect intimidating or confusing until you break it down into understandable, manageable actions. Use the following four steps as a basic guide for creating and launching a new and improved brand.

1. Assess Your Current Brand

The first step in rebranding involves assessing your current brand’s success or failure in promoting your current business. Look for specific areas in which your brand no longer offers a perfect fit for your company, such as changes in your products, services, mission, direction, or values that make your current brand obsolete. 

If your company has merged (or will merge) with another, you have good reason to rebrand the final merged entity. Without this new unified front, the two companies could end up competing for attention or even for audience share, undercutting each other’s success and sewing confusion in the process.

2. Evaluate the Marketplace

Your current brand may not reach your current or future target market stall. Times, trends, and attitudes change, and these changes may require you to refocus your brand onto a new audience. Study your buyer data and decide what kinds of branding might appeal more strongly to your ideal buyer persona

At the same time, evaluate your competition’s branding efforts. Note any specific changes they may have made in recent years and whether those changes have proven profitable. Ask yourself whether you need to reposition your brand to help it stand out from direct competitors’ brands.

3. Create New Brand Content

The amount of new brand content you may need to create can vary widely depending on whether you embark on a partial rebrand or a total rebrand. A partial rebrand may involve mostly superficial changes such as new fonts or colors, while a total rebrand may require you to replace all your old brand elements. 

Establishing a fresh, compelling visual identity goes beyond simply designing a new logo (although that element will play a big role in making that identity memorable). You’ll want to create a comprehensive style guide to ensure consistent use of fonts, color combinations, visual formats, and marketing content layouts.

Your written content matters to your new brand as much as your visual content does. Your content’s key information, style, and tone must match your visual presentation and appeal to your target audience. Include your mission, values, and story in your style guides to help copywriters achieve this balance consistently.

4. Get the Word Out

Once you’ve developed your brand’s new direction, you have to make sure that your target audience sees it and responds to it. For many businesses, this involves creating a new and improved website that includes all your key rebranding elements. This website will serve as the hub of your online marketing system. 

Take a second look at your current use of social media channels. If your target audience has changed, find out how and where the segments of the population digest their media. You may need to close old channels, create new ones, and broadcast the news of your rebrand to current and prospective buyers.

The creation of a new brand can prove much easier than you’d ever have imagined when you get help from skilled, experienced marketing professionals. You’ll find a variety of marketing experts and agencies right here on Manta. Browse our professional directory to find key partners in your rebranding efforts.

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