THE LOWDOWN ON Rebranding: Top 10 Things to Consider

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No matter your size, rebranding is a big decision to make - and there’s a lot that needs to be considered. On the other hand, a rebrand done well is fantastic for gaining exposure with new potential clients and strengthening your profile with current clients and suppliers.

To make the process a little easier, we’ve put together our tried + true tips for the top then things to consider when embarking on a rebrand.

Do you need to secure a new domain?
If you’re completely changing names in the rebrand, you will have to get your social media handles and web domain updated also. To make this easier, we found a helpful tool called Namecheckr to see if your desired handles are available. Secure these as early as possible for a seamless transition to your new name. Updating email addresses is incredibly “unfun”, but it has to be done. On the bright side, at least you only have to do it once! We highly recommend getting in touch with your IT crew and asking them to redirect current email addresses to the new accounts. This way, you can be sure not to miss out on any important communication from your clients as you wait to change over to the new addresses.

Have you checked your online presence?
Obviously, your website will need to be updated, but what about the rest of your online presence such as directories, write ups etc? Doing a quick Google search can help you determine what else may need updating, ensuring that your digital footprint leads customers straight back to you. Things like your social profiles will also need updating - including visual elements such as graphics and logos, but also the copywriting on your page. Don’t forget to ask your team to do the same. If they have social profiles that include where they work, that can be updated too.

Does your new branding suit your current uniform style or do you need fresh look?
If you’ve just done a revamp of your current logo, you may just want to replace items as they come due. However, if it’s an entirely new name, you may want to reconsider the whole uniform look. If you’re going through the expense of replacing uniform altogether, you may as well go for a fresh new, brand-aligned look and benefit from the generated interest and engagement around it.

What signage do you need to replace?
Signage that needs to be replaced may include anything from cars and equipment to your office building, directional signs, billboards and so on. Start by making a list, getting them quoted, and then ticking them off!

What community or business sponsorships do you need to update?
As soon as you have your new logo suite and style guide, pass that onto any organisations that you sponsor so they can update signage, website badges, and anything else that’s a part of your sponsorship package.

Will you need fresh merchandise/corporate gifts?
If you like handing out pens to clients or keeping a little stash of branded merch is used as corporate gifts - add them to the list. Get those babies on order so they’re ready to go when you are.

Do you need to re-record work voicemails?
An easy one to overlook is updating your voicemail. Make sure that your landline, work mobile, and staff mobiles all have a new voicemail message, ready to rock!

What documents, policies or public reports will need updating going forward?
These documents include things like invoice templates, staff contracts, quote forms, white papers, business cards, and letterheads. Now is the time to have a hunt through your files and make a list of everything that needs updating. (And then delegate to someone else while you do the fun stuff - are we right?)

What media or promotional material is currently running that you need to address?
There’s nothing quite like a rebrand to get you reviewing your marketing strategy! What ongoing marketing activities are you currently doing? This includes digital ads, TV advertising, radio campaigns, etc. If they are working for you, get them updated. However, if they’re not really serving your business - tweak them or dump them. Now’s the time to clear decks.

Have you created a list of clients and suppliers to notify?
Alongside a cool launch that leverages your rebrand, there’s the serious side of comms. That is making sure that clients and suppliers know about the name change. Details to include would be your new contact details, reiterating who their point of contact is, updating banking details, and so on.

BONUS TIP: Have you considered how you want to launch your rebrand publicly and internally?
Particularly if your rebrand includes a name change, you can generate a ton of good publicity by doing something special to launch your new look. Have a good think over your plan of action, and get the most out of it.