Rebranding your company is necessary from time to time. It enables positive growth, helps you to appeal to a different or changing customer base, fosters positive feelings from your audience and more.
A critical component to rebranding relates to developing a new and completely effective visual identity for your business. This new identity needs to make a bold visual statement about your company’s values and the attributes of the product or service.
In the words of marketing researcher Jared M. Spool, “brands are a kind of perception”. “Brand elements, such as names, logos, tag lines, trademarks, and packaging are shortcuts to those perceptions.”
Through the developing of an enhanced design, you can define your new brand image, express its personality and even bolster marketability.
Define Your New Goals and Objectives
Your customers’ perception is strongly related to the brand image that you create, and this perception influences the experiences that they expect to receive from your company. Because of how important the effects of rebranding are, you must define what your new brand purpose or goals are. For example, do you want to make your brand more appealing to your audience in a competitive market, or do you want to appeal to a different market segment?
Remember that all aspects of the content that you publish affects brand imaging. For example, if your social media page is loaded with inspirational quotes and nature scenes, you can foster a positive, motivational image. On the other hand, if your page has numerous photos of happy office workers, you may be creating an image of happiness and balance.
Choose the Right Visuals to Go with Your New Image
All aspects of your visual elements build the new image that you are creating. You may think that a new logo is the most critical element to rebranding, but this is not the case.
Remember that color choices can impact the mood of your brand and the feelings surrounding your business.
The size and type of font used also plays a role in appeal and image. For example, some text is flowery and feminine while other text is bold and authoritative.
All aspects of the visual content of your business and marketing pieces should be aligned and carefully planned. The new logo, colors, fonts and even images or graphics all must come together to make a bold statement about your brand.
Remember that visuals make an instant impact and are often emotionally absorbed before any text on your page is actually read. Turn your attention to these important visual elements:
- Font: While it may take your audience a few seconds to read the text, the style of your font as well as its size and color are almost instantly noticed.
- Colors: Colors are immediately noticed as well. They have an emotional and psychological impact, and you need to understand what each color scheme may stay about your brand.
- Logo: The design of your logo is critical to your brand image. The logo should be simple enough to remember and absorb, but it also should be distinctive and tell the story about your brand image with a quick glance.
The design of your visual elements lends itself to the credibility of your company. For example, your website design should be functional and uncluttered.
Customers will make a snap decision about your company based on their first impression of your website. The entire design should be logical and straightforward to establish or build credibility.
The customer wants to see that you know how to design a user-friendly website and also that your company is helpful and focused on meeting their needs or desires.
A common problem with some businesses is inconsistency with regards to design. It is not enough to have a well-designed home page and bland pages on the rest of the website. The same attention to detail regarding font, color, images and more should carry through to each page on the website and your social media pages.
More than that, it should cohesively flow through to your offline marketing and business materials as well.
All aspects of your brand’s image must be visible throughout all online and offline marketing efforts. Also consider keeping some of your old design elements to help your customers with the transition to your new brand. They will appreciate some familiarity of your old image.
Your company can put a considerable amount of time, energy and money into rebranding. Before you make a hard launch with your new brand image, consider testing the new brand with a small segment of your market first. This will help you to determine if any tweaks need to be made before you execute a full-scale launch.