The dos and don’ts of rebranding

After more than a year of discussions, planning, self-reflection and more discussions, the team here at DS+CO successfully launched our new brand. And as much as we’d love to tell you that it was a simple, easy process, we both know that’s hardly the case. Rebranding is inherently complex, so much so that it can become a confusing and frustrating ordeal. But it doesn’t have to be.

Before you get started on your brand refresh, be sure to keep these 10 tips in mind. Informed by our personal experience and the experiences of other brands, this checklist will help round out the edges of a difficult yet necessary process—one that can help brands get in tune with their true selves.

The idea of a rebrand is exciting, but there’s more to consider than brand colors and layout. Why are you rebranding? Have you established the business case for the rebrand? Does your new brand reflect who you truly are? If you don’t have answers to these questions, you’re not ready to answer what accent color works best on your website.

Creativity needs guardrails. Not restrictions, mind you, but boundaries that identify the actual space you can build from. That’s the creative brief. A lot of thinking has gone into this vital tool, so to go against it would mean ignoring all the findings that are informing your process. And that means going against what your brand really is.

Developing a new brand is a big undertaking, but updating everything can be just as tough. If you want to set realistic timelines for yourself, be sure to audit all creative assets: social media banners, profile images, letterhead, office collateral, email signatures, signage, downloadable content, everything. Gather it in advance. And remember that every missed asset is a potential fire drill later.

A lot of factors can influence a rebrand. If brand research isn’t one of them, you’re doing yourself a disservice. Using research to inform your decisions will make it easier to decide what’s working and what’s not. Besides, you’ll have a concrete answer when people ask the big question: “Why rebrand?”

The worst thing a brand can do is alienate audiences. So when you’re developing yours, make sure it truly represents your company and the communities you work with. It’s more than testing your brand in cultural markets—it’s being intentionally inclusive from the start. Making sure everyone is seen, heard and valued. It’s through their differing perspectives that you’ll grow your brand into something more.

We already discussed how creativity needs guardrails, but the same goes for project management. Knowing the key players and decision makers going into your rebrand is essential. And having a workflow and approval process in place will help you save time and avoid costly detours. The sooner you can get a process in place, the better off you’ll be in the end.

Sometimes things get in the way. And when those unexpected requests pop up, it’s easy to push off your own projects. Although sometimes it can’t be avoided, it’s important to treat yourself as one of your top clients—because when it comes to a rebrand, you are.

There’s more to a rebrand than your desire to change. You have to consider current shifts in culture, the economy and even the actions within your own industry. And if you feel you’re late to the game with your branding, your audience will feel it, too.

You have an updated brand identity. Now what? Do you have a plan to roll it out internally? Do you know how you’ll unveil it to the world? Make sure you have a plan in place before it’s time for that plan to start.

Wayne Gretzky said it best: “I skate to where the puck is going to be, not where it has been.” The same goes for your rebrand. Letting go of the past isn’t easy, but meaningful change isn’t built from complacency. And if your brand is going to move forward, you’ll need to endure those uncomfortable early days of change.

This list is by no means exhaustive, but it’s a great starting point to help you avoid making costly mistakes. And although the road to a rebrand can be bumpy, having a creative agency by your side—especially one that just went through this process itself—can set your brand up for a successful transformation.

If you’re thinking about a new branding project or refreshing your current one, make sure you’re starting off on the right foot. Click here to schedule time to chat with our brand strategists.