2016 is just around the corner and it can serve as the perfect time to re-evaluate what is and isn’t working for your business — including your branding. New Year New Branding! As we close the chapter on one year and move to the next, there’s no better time to make necessary adjustments especially when it comes to the look and feel of your brand. Here are some tips on how to make sure you have a successful rebrand.

Identify What Isn’t Working

Why are you unhappy with your current branding? Is it visual? Is it the personality your brand presents? Are you not appealing to your target audience? One of the best things you can do to set yourself up for a successful rebrand is to identify what isn’t working currently. When you spend the time to get down to the nitty gritty of the issue at hand you will have better insight to if you just need to tweak components of how you’re presenting your story through PR or social media efforts, or if you need a whole rehaul including a new logo, website, and brand personality.

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Perform a Branding Audit

To have a successful rebrand, you need to build a brand with purpose by answering the following questions:

  • What qualities do you want your brand to be known for?
  • What is the personality of your brand? Are you fun, serious or authoritative?
  • What sets your business apart from your competitors?
  • How do you want your customers to connect with your brand? What feelings do you want them to associate with you?
  • What colors and design aesthetic complements your goals for your brand presentation? If you are working with an agency they can assist you bring your thoughts to fruition.
  • What is your brand story? Do you need to adjust the presentation of your story or are you just adjusting other components to match your brand story?

By answering these questions you will be able to create key points of execution for the rebranding process.

Execute Branding Overview and Design

Now that you have identified what needs to change it’s time to move forward with your plan! Now is the time to create a brand overview and adjust the design of your brand to confront the issues you identified in your branding audit. It is important throughout this process that you focus on maintaining consistency across all facets of your rebrand — from everything from your about section on your website to the way you write your social media content. Maintaining consistency is key to strengthening your brand identity during the change.

Announce Your Rebrand to your Community

Once you are happy with the presentation of your brand and have created the necessary supporting documents to support your strategy, it is time to let your customers and community know. This is especially important if you are making major changes like changing your logo or website. Let your community know about the changes and how it will benefit them through your email marketing, social media or other marketing tactics. Now is also a great time to reconnect with your community that may not have resonated with the way your brand was previously. By maintaining consistency and staying true to your branding efforts you will be on the right path for a successful rebrand.