What to consider when rebranding your organisation

Your brand is often the first interaction customers, potential customers and target audiences will have with your organisation. Getting your branding just right will ensure that you attract the people you want to engage with and give the right impression.

If you’re not sure what you should consider when contemplating a rebrand, or maybe you just want to breathe a bit of fresh air into your brand - without losing any of the messages that go along with it – take a look at these top tips for rebranding.

Your logo can't do it all

Your brand and business has a variety of elements, from key messages, history and personality that you'll want to share with the world.  As a creative device, you need to appreciate that your logo can’t do it all but that’s totally ok.

Intended as an effective snapshot of your brand and who you are, logos should be crafted to evoke an emotional response from your audience. Whilst they need to generate the impression that you wish to portray, your logo can’t say everything.

Here at r//evolution we work with businesses to ensure logos we design provide that quick indication of what you’re all about, while creating an intended emotional response. We make sure designs aren’t too complicated or trying to say too much.

Represent who you are

There are many elements that will make up your business, and when rebranding completely or refreshing a brand it’s vital all of these aspects are considered. From your company history, attitude, ethos and even your likes and dislikes, your brand needs to succinctly represent all of this.

Whether this is created from colour palettes, iconography, typography, or something else altogether it has to reflect who you are and how you want to position your business across all of your marketing collateral and materials. You then need to make sure this message is spread far and wide consistently by sticking to brand guidelines to make sure when people have contact with your business, they’re all getting the same messages and best impression each and every time.

Demonstrate who you’re not

As well as representing who you are, your brand should also say who you’re not. It should differentiate you from competitors and give your target audience a sense of what sets you apart. This could come in the form of taking a more traditional or modern approach to the market than a competitor, or even by embedding a lifestyle or attitude within your brand – think Tropicana versus Innocent. Who you are is often equally as important as who you’re not, so take care to bear this in mind.

We hope this has given you a good starting point to consider how you could improve your brand identity.

If you’d like to create an engaging, impactful brand that ticks all of the above boxes to get 2017 off to a flying start, drop us a line or pop in for a chat.

Tags: Design, BRANDING

Posted by Ros Haverson
on January 25, 2017