A rebrand can be a daunting task with so much to consider and so many different potential starting points. So, we spoke with Zack D'Arcy Willett, our Creative Director, and asked for his top 3 tips on the first steps to a successful rebrand.
Here is what he had to say:
When considering a rebrand, it’s important to approach the process strategically and thoughtfully. At h2o we have a proven set of methodology phases: “discover”, “position”, “create” and “deploy”. We always start every brand project with a comprehensive ‘discovery’ phase:
1. Define Your Objectives
Before diving into a rebrand, take the time to clearly define your objectives. Understand why you want to rebrand and what you hope to achieve with the new brand identity. Are you looking to target a new audience, modernise your brand image, or differentiate yourself from competitors?
2. Rebranding Research
Successful rebrands are rooted in a deep understanding of your target market, industry trends and competitive landscape. Conduct comprehensive market research to gain insights into your customers’ preferences, needs and expectations.
This research will help you shape your new brand strategy and ensure that it resonates with your target audience. Additionally, analysing your competitors’ branding efforts can help you identify gaps and opportunities in the market.
3. Develop a Brand Strategy
This falls squarely into our ‘positioning’ phase: A rebrand involves more than just creating a new logo or updating your visual identity. It requires a cohesive brand strategy that encompasses all aspects of your brand, including messaging, visual elements, tone of voice and customer experience.
Define your brand’s core values, personality, and positioning, and ensure consistency across all marketing materials and touchpoints. This consistency will help build brand recognition, trust and loyalty among your audience.
A rebranding project is a significant undertaking in time and budget resources, and it’s important to involve key stakeholders throughout the business.
By following these tips and taking a strategic approach, you can execute a successful rebrand that aligns with your business objectives and resonates with your target audience.
Your rebrand will then deliver consistent messaging, tone of voice and brand elements through a powerful visual system, which in turn will make it easier to create and deploy eye-catching assets into your communication channels.
At h2o we live for these types of rebranding projects, we love them!
Here is a case study from a recent rebranding project with ComplianceOnline/VIXIO which enabled them to effectively expand into European, Asian and North American markets. Read the cases study.
If you’re thinking about a rebrand? Get in touch as we’d be happy to help you realise that vision.