There are different reasons why a company may need to rebrand. Perhaps your lease is up, you need more space, you’re buying a new building, adding services, or you just need a modern brand update to capture a new generation of clients.
Whatever the reason for your rebranding it’s important to cover the basics to make sure your rebranding efforts are well executed. When rebranding your business, it’s important to research and learn from our high profile corporate cousins. This will help us navigate the good and bad examples of rebranding. Many successful companies have come out on top due to their rebranding efforts and even more companies missed the mark completely. The latter tend to be companies that at one time had such big market share, they thought they were “too big to fail.” Think Blackberry vs Apple, Pizza Hut vs Dominos, Sears and Kmart vs Target, and Keds vs Addidas.
Some brands also experience periods of loss, bad press, or major restructuring that required a “rebirth” to assist in negating the negativity. This sort of rebranding can also acquire a new group or generation of clientele to give a much needed boost to shareholders’ bottom line.
In starting the transition of your business rebrand, first ask yourself why are you rebranding? This will often assist you in determining the what, why, and how to rebrand your already established business.
Below are some essential steps to get you started in a successful refresh of your established brand.
To start your rebranding campaign, make a budget and timeline to execute design, order products, and implement your rebranding.
Make a list of everything you have to rebrand such as business cards, logo stickers, shopping bags, envelopes, packaging, store signage, website, uniforms, store price tags, permits, licenses, and more.
Are you changing your name at all?
Think about your digital footprint. You’ll need to buy and forward domains, update hashtags and social media channels and website links. Hire an SEO professional to assist you.
Update your trademarks, business permits, license, DBA, bank accounts, legal documents, and everything that legally needs to change.
You’ll need to find or hire a graphic designer to change all your digital artwork. Look at examples of their work and make sure to get a timeline and contract executed so your expectations can be managed effectively.
Next, you’ll have to send your new designs to all your printers for business cards, logo mats, storefront signage, letterhead, store shopping bags, and so forth.
Does it still “feel” like your brand and is it recognizable as your already established brand?
Did you notify your clients, vendors, and or distributors, and set up an action plan to help make their rebranding of your product line successful?
Make sure you send a letter or email explaining the reason for the rebrand. This helps to “sell” the rebrand and keep your clients and partners in “the know” so they can share with their own connections on your behalf.
Rebranding your business is no small task. A positive take away from the daunting task of a successful rebrand is that it can make your business feel new again.
This “newness” comes with the excitement of loving your business like when you first turned your passion into profit. Much like an owner falling in love with their freshly coiffed pet walking out of the grooming salon...you will fall in love with your business all over again!
Until next time…Happy Pet Retailing!
Leel Michelle, Founder
Bow Wow Beauty Shoppe
(Soon to be Bow Wow Dog Bakery)
Retro Stylist Wear Inc.