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How to Rebrand Your Business in 7 Steps
Is your business image stuck in a rut?
If you have the same branding that you’ve always had, and now you’re wondering why it’s not as effective as it was previously, it might be time to rebrand your business.
Customers gravitate to what’s new, innovative, and exciting, and the same old things don’t work indefinitely. It might be time to reposition yourself in the minds of your customers with a new name.
Here are a few steps to help you prepare.
- Do research in your archives first. Make a timeline of what logos and slogans your company has used in the past.
- Determine who the customer used to be. Make a list, starting with the very beginning of your business until now.
- Have a market analysis done to find out how people see you right now. You’ll get honest answers that you normally can’t get by asking them.
- Analyze what you are currently using: color, font, graphics, and more. This will help you determine how to change your current marketing plan.
Once you’ve done your research, you can change your image by coming up with a new name… the perfect way to rebrand. It will stir up excitement for your company in the minds of current customers and will cause prospective customers to take notice.
7 Steps to Business Rebranding
Here are seven steps to help you get started with your rebranding.
1. Pick a name that describes your business.
Try using something that represents what you offer and include part of that word with the new name. Think American Airlines or Burger King.
2. Use an acronym.
Use the first letters in several words to represent your business but keep it easy to remember. Think KFC for Kentucky Fried Chicken.
If this doesn’t appeal to you, try putting two parts of words together, such as FedEx. Instead of saying Federal Express, they shortened it but used enough of the words that it resonated with people.
3. Be creative by using something that doesn’t even relate.
Pick a color or a name that you like that evokes the feeling you’re trying to convey.
Think Orange Theory Fitness or Brown for UPS.
4. Use a neologism.
Make up a word if you can’t find one that represents your company. Or maybe find a word that you want to spell phonetically or try a silly word. If it feels right, use it.
5. Try onomatopoeia.
Use a word that sounds like something your company offers. For example, the Schweppes name makes the sound that its carbonized beverage makes when opening it.
6. Use another language.
Hunt for a word in another language that sounds good and has a positive image. (Make sure you research its true meaning, so you don’t evoke a negative image.)
7. Try incorporating your own name.
It sounds simple, but sometimes it’s the best idea.
Think Disney or Cadbury.
All About You!
Once you have created your new name, your marketing materials will need to be updated. Make sure your logo is up to date, as are the colors you use, and your tagline. For more information on rebranding, check out the book below or give us call!
by Catharine Slade-Brooking
Creating a Brand Identity goes behind the scenes to explore the creative processes involved in designing a successful brand identity, one of the most fascinating and complex challenges in graphic design.
Authored by design and branding expert, Catharine Slade–Brooking, Creating a Brand Identity includes exercises and examples that highlight the key activities undertaken by graphic designers to create successful brand identities.
Case studies throughout the book are illustrated with brand identities from a diverse range of industries including digital media, fashion, advertising, product design, packaging, retail and more.
The book uses images of professional design concepts, brand case studies and diagrams throughout to illustrate the text. Flow–charts are also used extensively to highlight the step–by–step methodology applied by industry professionals to create a brand.