Rebranding your already established business is not always easy, as it takes time, money, and a lot of patience. But sometimes, it’s the right move to make if the services or products you’re providing are outgrowing your brand name.
Whatever your reason is though, it needs to be a good one, because rebranding is not a walk in the park. It might even be the biggest challenge your small business has ever encountered.
While rebranding, you might need to change everything about your business’s image at once, from your website design to your color scheme, logos, and even tone of voice. This will not be an easy or quick switch, but it can be done without breaking the bank.
Unlike big multinational companies, small businesses don’t have access to a big amount of money that would give them the opportunity to start a major rebranding and communication company. This is why they have to be smart about it by putting in place a well-researched strategy before starting to work on their rebrand.
In this article, we’re going to go through a few key tips that will help you rebrand your business without breaking your small budget.
1. Understand your values and mission
Before you start rebranding, you should make sure that you understand your company’s mission, values, and promise. What makes your company special? What value do you add to the world and to your customers? You should be able to answer these questions to figure out your brand’s identity and what you want to change in it. Because rebranding is more than just a changing your logo, this is an important step that every small business should go through before coming up with a strategy.
This is the foundation of your rebrand, as it gives you a good base to start from.
Coming up with a good strategy is the most important part of rebranding your small business. You should create a strategy (either in-house or by hiring the services of a marketing agency).
Image source: laurabusche.com
This document should be able to define everything that has to do with your brand: logo (this is extremely important and shows how critical it is for a brand to have a recognizable logo), your color palette, the fonts you use, the tone of your message, and how you want to be perceived by the public.
3. Involve your customers and know your market
Being an established business, however small you are, means that you already have an audience. Involving these people will help give you a more objective view of your brand and how you can change it up. Using surveys or focus groups is a great way to understand what your target customers want from your brand, and how you can communicate it to them after rebranding.
Researching the market doesn’t hurt either. It always helps to know what the competition is doing, and how you can come off as a more unique and interesting brand. It also keeps you from making rebrand mistakes, such as using similar color schemes, logos, or even product names to one of your competitors.
4. Work slowly
Don’t change everything at once. Unless you’re determined to completely change the course of your business.
Rebrand slowly. This will give you time not only to gauge the market and your existing customers’ reactions to the change, but also to correct mistakes (which is cheaper than starting your whole rebrand strategy again). Small adjustments to your brand are less likely to surprise your audience which might result in losing their connection to your brand.
Whether you’re simply changing your logo, making your color palette lighter, or completely moving on to a different voice or message, your aim should be to create a memorable brand with a logo design and keep these few tips in mind before implementing your strategy. We can assure you won’t break your bank.
Olivia Harris is a freelance writer who loves coffee, cats and churros, not in any particular order. She travels to write, writes to travel. Connect with her for writing projects olivia.harris.writes[at]gmail.com.