As the times change, sometimes it’s a good move to rebrand to make sure you’re with the times. Many companies don’t modernize and they feel it in their wallets, while others that don’t rebrand to stay ahead of the times can be fine. It really depends on the nature of your business and how dated your company feels; and if it feels dated in a good way or a bad way. Unfortunately, it’s impossible to tell how your brand will age when you create it. That’s why sometimes it is important to rebrand, and even more important to have a rebranding checklist so you can be sure that you don’t have any loose ends that can lead you to some sticky situations.
Make Sure to Clear your Copyrights First
It may seem like a simple step to take, but it’s still an important one. Without the proper copyrights, you may accidentally end up infringing on someone else’s copyright, or worse. Someone else could copyright your brand before you do. This can lead you to expensive court cases, and while if you have hard evidence that you had the name first you can usually win if you can’t prove that you did you could lose the case and be taken back to square one in your rebranding process, which can be an extra cost you can’t afford after a potential court case. So make sure that you get your copyright first to ensure that you don’t have to deal with any legal headaches!
Get New Web Domains for Your New Brand
When you rebrand, you have to remember that this is an all-inclusive process for your entire business. This includes your online presence. Your customers may end up being confused if your domain is the old name when you go by a different name. This also involves updating all of your social media accounts and changing any content on your website that needs to be changed to reflect your new brand. Whether your rebranding entails everything from the name of your company to the names of your least popular products, or if you’re just rebranding a single product it will have ripples throughout your whole business.
Plan how to Effectively and Concisely Communicate the Change Within Your Company
The last thing you want when undergoing a rebrand is confusion among your management and employees. This can cause a lot of chaos that may not be able to be kept internally, and will likely bleed out to the public. You can easily avoid this by making sure that any memos about the rebrand are clear and concise with easy to understand language. It may also be a good idea to have meetings about it so you can answer any questions your staff might have. It’s important to make sure that everyone understands what’s happening and what the time frame is for this to happen. Also, make sure to give your team updates any time new information is available. The more you make sure your employees know and understand the better. Your staff helps your company run every day and they play a key role in a smooth transition in your rebranding process.
Consider the Time Frame and Stay Consistent and Realistic
A small company may be able to rebrand in a month or two, but if you have a larger company with a lot of clients it may take you a good deal of time to make sure that everything is done right. There are many steps that you have to take, and if you have a lot of clients informing them that you’re undergoing a rebranding process can take some time but is an important step. It’s best to have the most accurate time frame available right off the bat, but that’s not always possible. Clear communication about changes that are happening can help you retain the most clients after the transition.
Making Internal Changes
Within your company, there are a lot of things that need to be changed during a rebrand. File names and directories, phone trees, voicemail greetings, automated menus, checkbooks, office decorations, business cards, company schwag, the list can go on indefinitely depending on how many branded things your company has. It may be wise to get help from every department to be sure that you’ve taken account of every little thing that has the old brand name on it that needs to be updated so you don’t miss anything. It’s good form to have everything rebranded at once, as it can look sloppy to those that notice if it’s not uniform.
Consider Hiring a Lawyer and Marketing Company to Help
If your company is large it may be best to hire professionals to make sure you don’t miss anything. Lawyers are able to make sure that you aren’t missing anything on the legal side, which is important to make sure that you don’t end up on the wrong side of a court case. Many marketing companies have lots of experience with rebranding, so they’ll be able to make sure that you don’t miss anything internally or externally. Making sure that it’s a uniform change is important, so working with a lawyer and marketing company can help you be extra sure that you aren’t missing anything that you’ll have to fix later.
Rebranding for the Better
Anytime a company undergoes a rebranding process, clearly, they’re hoping that it will yield positive results for their business. The reasons that a company may rebrand vary, maybe there was a major acquisition or merger and the company wants to reflect the change. Maybe their current brand just feels too much like the early 2000s and it’s hurting business, or maybe they just offer different goods or services than when they started and they need their brand to reflect their new business practices. Regardless of the reason, it’s a good idea to make sure that you know everything you need to do to make your rebrand as smooth and successful as possible.