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Rebranding: Planning a new look for the New Year?

Rebranding can be one of the most challenging projects an organisation undertakes. There are so many horror stories of rebranding gone wrong, it can make even brave companies approach the prospect with trepidation.

Successful rebranding needs planning, but above all, it needs company buy-in. Our experience in internal communications means we always approach a rebrand from this angle, as we know that employee input, feedback and engagement will have a significant impact on the success or failure of a new brand. So here are our top tips for a successful rebrand:

1)      Involve: Bring the right team on board. It’s not just about marketing; a rebrand involves many areas of the business including HR, sales, product development, strategy, finance etc. So make sure everyone necessary is represented.

2)      Set goals: Make sure you all understand and are in agreement about reasons behind the need for the rebrand, and what you plan to achieve.

3)      Research (before and after): Find out what your stakeholders think. That includes employees as well as customers, suppliers and partners.

4)      Plan: Establish a full and detailed plan for how the rebrand is going to work. Look at timescales for development, as well as a rollout plan for internal and external audiences.

5)      Brief: Make it clear, make it concise, and make sure all key stakeholders are in agreement.

6)      Communicate, communicate, communicate: We can’t stress this point enough (clearly). Make sure you share the plan for your new vision with everyone it will affect. And not just once; keep your internal stakeholders involved with the entire process so they become engaged (and more likely to support the process).

7)      Measurement: How are you going to gauge success? You’ll need all areas of the business to feed in to your results.

A rebrand is more than just a new logo and colours; it’s about communicating the company vision through every channel. It’s the opportunity to affect the way people think about, interact with and respond to your brand. And it doesn’t have to be a nightmare.