Follow this rebrand checklist for a brand overhaul that doesn’t miss a beat.
Determine if a rebrand is best for you right now
Our top reasons to rebrand are as follows:
1. Your brand no longer fits the products and services you currently offer.
2. Your brand is simply outdated.
3. You’re not in love with your branding and haven’t been for a while.
4. Your audience has shifted.
5. You’re merging with another company.
6. You want to change your brand name.
If any of these resonate with you, chances are that it’s time for a rebrand, but the question is, when should you get started?
Keep in mind that there are many reasons not to rebrand — such as a large customer base who is loyal to you and loves your current brand, a strong reputation you don’t want to lose, and more.
Decide when to rebrand
Rebranding is a time-intensive project. Even if you’re hiring a brand expert for a rebrand, it requires your time for the discovery, revisions, and implementation process.
Choose a time in the year when work is slow. Consider scheduling time “off” in your calendar so you don’t accidentally book work when your time is needed elsewhere.
Solidify your target audience
With a rebrand, it’s important to gain clarity as to who you’re talking to. Your audience might have shifted (and is probably one of the reasons you need an updated brand). Identify your target audience. Fill out the following:
- Demographics (age, location, gender, career, income)
- Lifestyle (favorite shops, hobbies, etc.)
- What their problem is and how you can help
- What they are really looking for when hiring someone in your industry
Clarify your offers
Sometimes a rebrand is all about narrowing down your focus. Finalize which offers are moving forward and which ones aren’t. Often times, only 20% of your services make up 80% of your profits. Find that 20% and you’ll be set!
Update your mission statement
Now that you know who you’re talking to and what your offers are, you can update your mission statement. Your mission statement should include:
- Who you are
- What you do
- Who you serve
- What your niche is
- What transformation potential clients can expect
- How you do things differently from your competitors
Create new brand elements
New brand elements often consist of the following:
- Color palette
- Brand patterns
- Font pairings
Don’t forget brand photos too! (Check out the Do’s and Don’ts for a Brand Photoshoot.)
Update your materials
- Social media (LinkedIn, Facebook, Instagram, Twitter…)
- Pinterest pins
- Email footer
- Email marketing
- Word templates
- Business cards
- Trade show displays
For name changes
- Trademark office
- State and federal offices for your LLC or otherwise
- Social media profiles
- Tax files
- Business directories
Announce the launch
A rebrand is a perfect opportunity to build excitement around your business. Count down the launch, host a giveaway or create buzz around your upcoming launch.
- Notify family and friends
- Count down to the launch on social media
- Send out email campaigns
- Host a giveaway
- Make the launch interactive
As we said, this is a big job and a time-consuming one. Do you need expert advice, a few more hands-on-deck, we’d be happy to review your project and see where we could be of assistance. Don’t hesitate to get in touch.