Rebranding can be a risky move for any business; but sometimes necessity outweighs the risk. Whether you are rethinking your identity due to market shifts or organizational changes, the process can and will be fruitful with the right strategy and steps in place. Rebranding isn’t just about coming up with a new name and logo; it’s about ensuring that your brand’s history and consumer trust are preserved while simultaneously creating stakeholder excitement and growth opportunities.

When we work with clients to rename and rebrand their organizations, we follow a standard practice that includes analysis of the existing state of the brand, study of current market trends and needs, and strategic positioning work to capture the vision and goals of the brand. Successfully moving through the practice requires attention, intuition, and creativity. With that in mind, we’ve gathered our top tips to help you strategically and creatively think about rebranding your business.

Tips to Successfully Rename and Rebrand Your Business

Conduct a Thorough Audit of Required Changes

After deciding to rebrand your business, it’s important to document what needs to be changed so that everyone understands the objectives clearly. Start by creating a comprehensive list of all the marketing elements that need to be updated, such as logos, signs, websites, social media, invoices, and more. One effective way to determine what changes are needed is to conduct a marketing audit, examining your daily operations and expenses. Your assets will come out of the woodwork.

Conduct Consumer Research

Since you are already making changes to your business, consider conducting market research to understand your expanded or changing target audience and buyer personas better. By appealing to a new persona, you can attract a new group of loyal customers, rejuvenate your business, and create a fresh and exciting environment. Reaching out to a broader consumer base can significantly boost your business’s bottom line and keep it relevant.

Preserve Your Brand’s History and Consumer Trust 

When renaming, it’s important to remember the value of your brand’s history and the trust that consumers have placed in it. To successfully carry over these elements, you need to be intentional about how you present your new name and branding. Analyze your current communications roadblocks and address them in your future strategy to ensure a clear and consistent message moving forward. Make sure that your messaging explains why the change was made, what the new name represents, and how it aligns with your brand’s values and mission.

Encourage Your Employees to Become Brand Ambassadors

Your employees play a crucial role in shaping your company culture and brand identity, so it’s important to involve them in the renaming process and get them excited about the change. Let them be first-to-know when appropriate, and give them content, collateral, and opportunities to share their insider’s scoop on the news.

Presentation Matters

The unveiling of your new image is your best and biggest opportunity to tell your story to the world and create a memorable impression. So make it a big deal. This means investing in compelling copy and high-quality visuals that communicate your brand’s ethos and value propositions. Your new name and branding should be consistent across all platforms and channels, from social media to packaging, to ensure that your audience recognizes your brand and builds trust over time. This level of presentation matters, and should continue past unveiling. 

Promotion is Key 

To ensure that your new name and branding is recognized and embraced by your target audience, promotion is essential. Consider a multi-channel approach, including social media campaigns, influencer partnerships, and even traditional advertising to get your message out there. By investing in a comprehensive promotional plan, you’ll be able to maximize the impact of your new name and branding and build trust and excitement among your consumers.

Set Your Rename and Rebrand Up for Success

Rebranding your business can be a complex and challenging process, but with the right approach and considerations, it can also be an opportunity for growth and revitalization. Start your research early, and cruise through these resources to get you started: 

• How to Choose a Brand Name that Accommodates Growth
• The Power of Connotation when Naming a Brand
• What is a Buyer Persona

Most importantly, where it’s appropriate, try to remember where you came from. Make the effort to preserve your brand’s history and consumer trust you earned along the way. Perhaps that means maintaining some of the original brand colors, or including a tagline about the brand’s history. And focus on creating excitement and interest. Get your stakeholders involved, let them be a part of the storytelling. Be sure to pay attention to presentation, and invest in promotion. Your rebrand is your opportunity to show the world what your future holds. So give it the time and energy it deserves, and watch your audience applaud and accept your next stage of operation.