When a business starts they’re unlikely to know the exact direction of its brand. Over the years, things change and your business adapts. Also, there likely isn’t the capital or time to pour into design and content. Perhaps now, you feel that your business could really benefit from upgrading its brand and we have the rebranding tips to make this happen. If you’re considering a rebrand, keep reading to learn how to rebrand a company.
Global, the Media & Entertainment Group, is one of the world’s leading media & entertainment groups. In this rebranding campaign, we collaborated to showcase their culture-driven vision.
With an extensive and diverse portfolio, Global is a leader in outdoor advertising across Northern Ireland and Europe. You’ll likely recognise their slogan “Hear it. See it. Feel it”. On-air, on Global Player and outdoor – through these platforms combined, Global entertains and reaches 51.7 million individuals across the UK every week.
Here is our rebranding video and below, we’ll talk you through our top tips for a successful rebrand.
Every rebrand is going to be different, but with these essential tips, you’ll be feeling more organised and informed about where to start.
A rebrand isn’t just a swapping of brand colours and altering a logo. For a rebrand to be successful, there has to be a reason. And yes, sometimes a rebrand keeps your image fresh and appealing, but it’s better to go deeper. Rebrands do best when the values, goals, vision, and/or audience no longer match up to the brand’s visuals and tone. Once you’ve reached this point, not only is it more impactful, but it’s also far easier to carry out. Namely, because you know what needs to change, and more importantly, why.
Your team knows your brand best. Without a doubt, it’s worthwhile to take the time and ask them how they perceive the current brand and what they’d like to see included in the rebrand. This can be done with comprehensive surveys. Sometimes though, it works better to have a more open forum and let people bounce ideas off each other. This provides room for creativity, especially at the beginning stages of a rebrand.
What keeps your clients coming back? Brand loyalty is not a thing of chance. So, researching your clients’ reasons for choosing your business gives you intel on what makes your brand stand out.
Once this is completed, you’ll be one step further along in designing a rebrand that strongly emits business’ strengths.
What are the exact deliverables needed for your rebrand launch? Like Global— would a video campaign create an impact? A social feed rejig? A site relaunch? To have an effective rebrand with significant results, it has to go beyond a new logo. It shows that your brand is moving in a new direction and improving its offerings.
However, with more changes comes more elements to manage. Delegation, workflows and communication to keep all involved in the loop help to make sure everyone is swimming in the same direction. Again, we worked closely with Global so that the video captured the essence of the rebrand. Going off on a tangent can often lead to a weak, or even confusing, end result come launch day.
Once you have the plan, it’s time to get into the details. If changing your brand’s tone, a branding document needs to be drafted and disseminated so that anyone involved in external communications is delivering consistent messaging.
This can involve fonts, tone, even the style of expression— is your brand tone changing to become more chatty or witty, for example? The more detail given and discussed before the launch will make for a stronger impact.
It means that the content will let your customers into the values and mission of your brand.
Lastly, if all these steps aren’t strategised and carried out, you might be creating confusion for your audience. When Uber rebranded, 44% of people were unsure of what Uber’s logo represented.
Ultimately, knowing the risks of rebranding can help you determine whether or not you’re going into a rebrand for the right reasons.
Also, it takes 5 to 7 impressions for people to remember a brand. You can see then why when businesses rebrand then they are likely to tweak rather than completely redesign their logo.
We’re a small team of expert video storytellers at Videoworks Belfast. We have over 15 years of experience helping Irish businesses, big and small, create high-quality video content centred around storytelling through our craft and expertise. During re-brands, we help your business to capture the core of your values so create an epic launch,
Get in touch with us at Videoworks Belfast today.