Brand identity is incredibly important in business, as customer loyalty lies with the brand attached to the company. Rebranding is often necessary – but if done poorly, it may confuse your current customer base and negatively affect your company’s reputation, requiring an uphill climb to regain loyalty from that point onwards.
Rebranding at any scale should therefore not be taken lightly. Effective implementation requires strategic planning, extensive research, optimal timing, and skill in the execution. To make sure your rebranding process is on the right path, our creative agency in Bangkok has gathered 5 rebranding design essentials for your business to consider.
- Answer the ‘why’ with a clear reason for rebranding
While rebranding is a common business practice, you must establish solid reasons for the change, without which the process may become directionless.
For instance, your company may wish to reposition itself to attract new audiences or evolve with your current ones, or even to prepare the foundation for new types of marketing campaigns. Sometimes, an unfortunate coincidence leaves two companies with similar branding, and one of them may be forced into a rebrand to avoid confusing its target audience.
Whatever the reason is, everyone in your company – and especially on your rebranding team – needs to understand the goal so that they can direct their efforts toward achieving it.
- Change only what is necessary
Defining the scope and scale of your rebranding project is also vital to its success. Depending on the reasons for rebranding, either a few well-chosen refinements can do the job, or a complete, top-to-bottom overhaul may be necessary.
Reaching new markets may require a larger effort, but sometimes the intended goals are more modest. Subtle adjustments, such as changing the color scheme of the brand while retaining the logo, would potentially open the door for the company to implement new marketing strategies. In such cases, the company remains easily recognizable and can effortlessly retain its loyal customer base.
- Understand cost vs. benefit
There is no “standard” cost of rebranding, as it is calculated on a case-by-case basis. However, costs themselves must be put in perspective. A total rebranding project may incur considerable expense, discouraging the business from proceeding – but may also be better for the company’s bottom line in the long run.
In the alternative case, the company may modify its brand design to become more simplistic or minimalist, thus cutting costs on advertising and packaging. A well thought-out rebranding effort can use this method to not only save costs, but also increase revenue if the right marketing strategies are pursued.
- Seek expert assistance
Rebranding is a delicate process. Many fall victim to common but costly mistakes such as not having a clear strategy, or failing to do brand research. To maximize your chance of success, don’t hesitate to reach out to a professional design agency in Bangkok for proper assistance.
- Establish consistency through clear brand guidelines
The visual design and depiction of a brand plays a key role in building customer loyalty. An effective branding display, no matter the product, will always use consistent visuals such as fonts and imagery.
The secret to this consistency is to build and maintain company brand guidelines. Taken together, these amount to a portfolio of standard design elements for your brand, to standardize presentation in every situation. If your company is branching out to new products or audiences, these brand guidelines ensure that your basic presentation follows consistent rules.
Handle with care
Any rebranding process, whether full-scale or partial, means much more than a simple change in your company’s logo. The rewards can be significant – but so are the risks, and every effort must be made with great care and skill. Contact us today, and let our creative agency in Thailand show you the way forward.