A successful rebranding campaign requires more than a revamped logo, basically because it’s not an artwork. Running off with such mindset is planning to fail as it’s a case that has proven that all business have logo – some are ugly, some are beautiful, some are nonstarters and a relative few are technically proficient. Successful rebranding demands a vision that inspires customers, investors, and others to see the company in a new light. Under more light a rebranding project must live up to the promises made in its communication.
What do we mean by the word rebrand?
The word rebrand and rebranding are thrown liberally by all sort of people in different contexts and with different meaning in mind, so it may help to start by asking: what exactly is rebranding?
Rebranding is an opportunity to breathe new life into your company and give it a fresh perspective inside and out. An opportunity to recreate your brand afresh, recreating the sets of connections your market makes with your company, product, service, individual or organisation.
Hence if brand results from a set of connections and perception in people’s minds, then rebranding is an attempt to re-evaluate and harness, generate, influence and control these connections to improve business performance. Any organisation would benefit greatly by re-engineering its brand for distinction.
While total control over a brand is not impossible yet due to outside influences, intelligent use of design, advertising, marketing, service proposition, corporate culture and identity and so on can help to create connections in the minds of customers that will benefit the business. In different industry sectors the audiences, competitor, delivery and service aspects of rebranding will or may differ, but the basic principle of being clear on your promises and what you offer always applies.
Key ingredients of rebranding
1. THE BIG IDEA
Revisiting the big idea of your business and understanding it on a deeper level will create a new perspective of your business to you and this understanding of the idea is perhaps a catch-all for your company or service. It should cover what makes you different, what you offer, why you’re doing it and how you’re going to present it. The others are slightly more peculiar, but they should all feed from the big idea.
Branding is an instinct
The big idea is also a uniting concept that can hold together an otherwise disparate set of activities. Ideally, it will inform everything you do, big or small, including customer service, advertising, a website order form, staff uniforms, corporate identity, perhaps right down to your answer machine message.
Having a vision for your company means thinking about the future, where you want to be, looking at ways to challenge the market or transform a sector. A vision may be grand and large-scale, or as simple as offering an existing product in a completely new way, or even changing the emphasis of your business from one core area to another. A well-considered vision can help you to restructure some of the more practical issues putting a development strategy into action. In simple word if you are clearer on what you’re aiming at, it’s obviously easier to put the structure in place to get there.
Like the word brand itself, the term brand values is perhaps a little over-used in design and marketing circles, but it does relate to important aspects of how people connect to your organisation and products. It’s what you stand for and it can be communicated either explicitly or implicitly in what you do. But imbuing your company’s brand with a set of values is tricky for a number of reasons. Branding and design agency in Singapore can help you clarify what your organisation or business stands for and then they can develop ways for you to communicate that effectively. This might be through graphic design, language, advertising, staff training, the materials used in product manufacture and so on.
Once you have established your ‘big idea’, vision and values, they can be communicated to consumers through a range of channels. The way you decide to present this communication – the tone, language and design, for example – can be said to be the personality of your company.
Personality traits could be efficient and business-like, friendly and chatty, or perhaps humorous and irreverent, although they would obviously have to be appropriate to the type of product or service you are selling.
On a closing note plan to create a budget for you rebranding project as it is essential in meeting you goals and dreams for rebranding.
For more information on the range of design services we offer Singapore companies, please don’t hesitate to contact us on (65) 6372 8835.