Rebranding: What Should You Keep in Mind?

Is it time for a new name, logo, design, or a combination of these? Curious about what’s involved? Read on to discover what goes into rebranding and what you should consider.
Is It Really Necessary?
What’s the reason behind your decision to rebrand? Is the logo outdated? Do customers have a negative association with the name? Or could the design use a refresh? Try to avoid relying on gut feelings and consider hiring a consultant or brand strategist. They can conduct interviews with management, employees, and customers to determine whether rebranding is truly necessary. There must be a clear vision, and it’s important to accurately gauge the sentiments of your customers (i.e., your target audience).
If your customer base is shrinking due to reputational damage, rebranding can be a way to reposition yourself. For example, the driving school All-in-Solo decided to rebrand as Rijless.nl after receiving many negative reviews. This was a smart move because an image doesn’t improve on its own. Another successful rebranding example is Hunkemöller, which used to have a rather conservative image, but has since transformed into something entirely different.
What About the Costs?
The total cost varies for each business. Some companies spend only a few thousand euros, while others invest millions. For example, if you only have a website and a few business cards, the costs are relatively low. But if you have hundreds of company buildings, many trucks and company cars, and thousands of employees with business cards, rebranding (especially implementing the new branding across everything) becomes much more expensive.
Minimizing Costs
Costs can range from a few thousand euros to millions, depending on the scope of the rebranding. Without knowing the scale and impact of your brand development, it’s difficult to estimate the cost. This varies by situation and company. Discuss this with your advertising agency. Additionally, it’s important to decide early on whether you’re opting for a partial rebranding or a phased implementation. Talk to your agency to determine the best approach. For instance, Blokker recently adopted a new strategy, but took the time to gradually update all their stores to match the new branding. In the end, this was beneficial for Blokker’s brand development.
Brand Management with Eformity
If you decide to rebrand, it’s important to get everyone in the organization on board. Eformity recommends using a brand management system. This allows you to update all signatures, business cards, and documents in one go. If anything needs to be changed later, it can be easily and quickly adjusted centrally. Additionally, you’ll have control over the consistent use of the brand across email signatures, quotes, and documents.
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