Your brand is the face of your business that echoes your values and purposes. What makes a brand recognisable or memorable is the design process behind it. During this process many businesses find that their brand simply isn’t achieving their vision or that they are unable to connect with their targeted market. In this case, rebranding is a great way to breathe new life into the business.
If you’re thinking of rebranding, asking why, should be the first step you take.
Relevance: Stay relevant to your target audience. Your clients continually evolves and so should you. By rebranding, you remain relevant to current and potential clients. It also encourages people to talk about your brand, thus promoting unintentional marketing.
Rejuvenation: The greatest brands in the world consistently update and refresh their look to stay contemporary and fresh. This shows your audience (current and future) that you are adaptive to change.
Beat the competition: An effective rebrand can give your business more of a competitive edge and a global look.
Lead the way: Rebranding can actively help you get seen as an innovator and thought leader in your industry. This can help to raise your profile and the interest of potential clients.
Build profit: Rebranding the right way could actively help to boost the way your business performs. By getting your team onboard with your business branding creates a clear, inclusive process that gets people genuinely involved and engaged.
Once you know the purpose for rebranding, the design process begins.
The first step is thorough research. It is important to consider what went wrong in the past and what changes need to be made to improve your brand identity. At Rooland, our team works collaboratively with out clients in delving into all elements of their brand positioning. During this initial stage a collection of brand personalities is developed by determining traits, values and attitudes that reflect the target market. This will ensure that your business and brand resonates with current and potential customers.
2. Logo Design
Rebranding your business typically relates to changing the brand image of your company, so what better way to start then with a fresh logo design. The first step includes creating a logo that represents your brand identity inside and out. The logo needs to resonate not only to the company itself, but to its customer.
For example, Me3D approached Rooland with a logo that lacked the characteristics and personality of what their current business represented. Their business objective was to appeal to both children and adults, however their brand lacked a connection with this audience. Rooland managed to revive Me3D’s brand profile by giving them a fun, modern and innovative new look that advanced the professional image of Me3D.
3. Collateral materials
With a brand identity refresh and new logo design, the next step is to develop collateral materials to suit a company’s new image. From brochures, business cards, letterheads, even graphics on a website – these are all areas through which branding can be extended via collateral marketing. It can give businesses the professional and competitive edge they need to build customer connections and stand out among all the others.
To ensure a comprehensive and cohesive rebrand experience, Rooland offers an array of design and marketing services. Clients such as Ethique struggled with inconsistency in their branding materials and sought guidance and structure from our expert designers. With custom designed images for social media and stationary, Rooland was able to give Ethique a competitive and global look.