So, you’ve decided to rebrand your business. Whether it just feels like the right time, or you recently read the previous Compass guide on determining whether to rebrand, you’re ready to take the plunge.

When it comes to rebranding your business, it helps to start with the inspiration behind the change. This could be that your current brand looks outdated, does not reflect your new offerings, or no longer speaks to your target audience. 

No matter the reason, thinking about why these changes are necessary will inform the entire rebranding strategy. As for the rest of the process, let this article be your guide to navigating the waters of your brand update. 

Steps in The Rebranding Process

Consider this example: For years, a farmstand business has been providing fresh produce and flowers and now has an entire barn full of products, and cannot keep things on the shelves due to demand. They are ready to expand their business and rebrand under a new logo, name, and identity.

Why? They’re going to add a coffee shop, sandwiches and soups, walking tours of the property based on the season (corn maze, winter sleigh rides, apple picking, etc.), and an outdoor venue for weddings. 

How do they approach this endeavor? And how would you make a similar change to your own business?

Scope

Think about what you need to change first. As you add new services, you’ll need a logo, tagline, color scheme, website shift, and uniforms. This might be a simple tweaking of colors and fonts or an entire top-to-bottom overhaul.

Vision and Purpose

Always revisit your purpose. Think about the things you want to maintain from the start and then clarify your rebranding so you can look to the future.

Audience Insight

What do your customers (existing and new) want? You’ll need to shift things around so you don’t lose members of your current audience, while thinking about growing your customer base.

Market and Competitors

Who are you competing against? Is there another business offering similar activities in your area? How will your rebrand set you apart?

Announcements and Implementation

As you rebrand, you must roll out the red carpet. You want all your customers to be aware of the change, so it is more palatable when they visit again. This might happen in the form of emails, website design, flyers, local promotions, and social media.

Finally, closely examine where you will be implementing your branding. Maybe it is just a new logo, but do you want it on your popular Instagram account or just your business cards? What about the custom shirts your team wears? Consider where your new branding will be visible before pushing the big red button to initiate the change.

As long as you take the time to consider all that rebranding will mean for your business, you should see a smooth transition. Ask questions as you change, and don’t be afraid of feedback. This is a fantastic opportunity to learn more about how you are perceived so you won’t make any mistakes as you put on a new face.

If you want a little more review on how to brand so you don’t miss anything in your transition, be sure to check out our Branding 101 guide. Good luck, and here’s to your future growth – however it may appear!