When you first take over a business, it’s common to want to let everyone know that the former management is no longer in charge and that things will be run differently. However, before you decide to go into a rebrand blindly, realize that rebranding an existing business needs thoughtful consideration and planning.
First, consider why you’re rebranding. Are you trying to distance yourself from the previous owner’s bad reputation or a sorted history? Are you out of date and aiming for a complete makeover? Once you know your motivation behind the rebrand, you can start making changes that will reflect your new vision for the company.
Take inventory of the existing brand. What values does it represent? What do customers associate with it? If you’re planning a complete rebrand, you’ll want to consider diving deep into the strategy behind the brand—changing the name and logo. But, if you’re just looking to freshen things up, a new logo or visual style might be all you need.
Once you have a feel for where the company is coming from and where you want it to go, you can start planning your rebrand.
Here is what to do:
- Do your research. The last thing you want to do is alienate existing customers by completely changing the look and feel of the brand they’ve come to know and love. Before you make any changes, take the time to research the current brand, understand what its customers like about it, and figure out how you can build on that foundation.
- Be strategic. A successful rebranding effort requires more than just coming up with a new logo or tagline; it should be part of a larger strategy for repositioning the business in the marketplace. What are your goals for the rebrand? How will it help you achieve your larger business objectives?
- Find the right team. A rebrand is a big undertaking, and you’ll need the help of a talented team of designers and marketers to get it done right. As you put together your team, look for people who have experience working on successful rebrands.
- Make sure everything aligns. Once you’ve settled on a new look and feel for your brand, it’s important to make sure all of your marketing materials—from your website to your sales collateral—are consistent with that new image. Nothing says “amateur” like a mismatched logo or contradictory messaging.
- Have a rollout plan. A successful rebrand doesn’t happen overnight; it takes time, effort, and planning to implement effectively. Have a plan in place for how you’ll roll out the new brand across all of your channels, from advertising to social media to public relations. And be prepared for some bumps along the way; even with the best-laid plans, things can (and often do) go sideways.
Anytime you take over an already existing business, it’s a lot of work. The key to success is a delicate balance between planning and execution with plenty of forbearances mixed in. If you keep these tips in mind, you will have no problem rebranding when taking over an existing business!
