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Tips for rebranding your company in 2012
01 February 2012
With the New Year well and truly upon us many of you will be working on your ‘goals’ and ‘to-do list’ for 2012 and rebranding your company might be hot on the agenda. Unsure if you need to rebrand? Here are 6 tips to help you on your way.
1. Reasons to rebrand
Your brand identity and logo designmay be tired, out of date or may not reflect what you do anymore. If your company has gradually changed over the years, or your company pursues different work to that of the past and your existing branding no longer reflects your products or services.
2. The right brand name
Often brand names are based on the name of the person or people who started the company or a spin on what the company does or produces. It’s a good idea to develop a brand name that’s memorable or accurately reflects what your company does or stands for.Once you have decided on the name it’s a good idea to check with the Consumer and Business Services in your state to see that no other company is using the name in your industry sector.You may also want to check with IP Australia that the company name or trade mark you choose is not trade marked by another company.
3. What will need to be redesigned?
Alongwith the new brand identity and logo design you will need to redesign yourcorporate stationery suite, brochures, flyers, press advertisements, office and vehicle signage, uniforms, quotations and invoices, exhibition banners, website, e-Newsletters and social media channels. Consistency amongst all your company’s brand communications will create strong brand awareness and build brand equity.
4. The benefits of rebranding
Rebranding can revitalise your company and its brand image. It’s an opportunity to assess your brand’s strategy and capitalise on new opportunities and direction. Rebrandingcan further differentiate your company from its competitors, inspire innovation, improve productivity, increase price premiums and grow market share.
5. Your investment
Ideally your investment will be based on your business goals. What do you want to achieve? How much revenue do you need to generate? What does that equate to in sales? Answering these questions should help you to determine what you need to invest to generate those goals.Below is a guide to what you can expect from your branding investment.
$3000 - $5000
A strong brand image to market your company. This could include a brand audit, new brand identity and logo design and such brand communications as corporate stationery (business cards, letterheads, with compliments slips, envelopes etc), branding style guide and brochure design.
$5000 - $10,000
A professional brand presence online and offline. This could include a brand strategy workshop, new brand identity and logo design and such brand communications as corporate stationery, a comprehensive style guide, brochure design, email marketing and templatebased website with a content management system.
6. Launching the rebrand
As soon as you have a calendar of rebranding activities and your new corporate stationery, start to distribute them on the chosen days when you go networking or have meetings to spread the word about the rebranding. Send out your new stationery and brochures to all your clients and take this golden opportunity to re-connect with them and hopefully kick-start some new orders.
Rebranding can be a big project but well worth the effort and investment. If you need a hand don’t hesitate to get in touch with us and we’ll get started on your new brand identity and ring in the New Year with style!
** Astrid Varga is creative director of We Create Design Solutions, an award-winning Adelaide-based brand design consultancy passionate about strategy – not just pretty pictures!