Many clients come to The Web Surgery looking for a rebrand or a complete redesign of their website. Rebranding is a slightly different process to building a sight from scratch as the client may already have a strong customer base, they may want to redirect their brand in a new direction or they may want to have a completely new start. Whatever the reasoning there are some golden rules to keep in mind when carrying out a rebrand.
Know your Brand Promise
Your rebrand should come with a new brand promise, something that marks your business out significantly from where it was before. In the time you have been trading you will have found holes and failings in your business, how do you plan to fix them? What is going to be better about your new business, and therefore new business website? It is important to know the problems with your current brand before rebranding or you could find out that you didn’t actually need a rebrand in the first place and the problems were elsewhere.
Listen to your Customer
If you’re at the point of rebranding then it’s likely you already have a customer base, it may be small but there will be those customers who already believe and trust in your brand. Your new brand needs to solve a problem for them, above all else, you need to engage with them and listen to their needs. These are the people who already see your brand as one they can rely on so you need to offer them added value. Listen, learn and use the information your customers share to your benefit and you can shape elements of your rebrand around this.
More than just a Logo
Your customers will not be tricked by simply changing your colour scheme or chucking up a new logo on your website. A rebrand is about a whole new identity, an improved identity. The logo may be central to this but on its own, it’s meaningless. Design is key in a rebrand project but it comes alongside other elements, your new design needs to have a story behind it that is linked to your new brand promise.
More than just a Marketing Campaign
It’s equally important to remember that your rebrand is more than a simple marketing campaign to draw in new business. The rebrand is integral to the ethos of your company and is more than a simple marketing trick to bring in new customers. The new look and feel should be consistent across your whole presence whether that means solely online or in physical goods too and it should be something you believe in and any members of your team believe in too.
The Web Surgery regularly works on rebranding and redesign projects and works to ensure all ideas and brand promises generated by clients are fully incorporated into all designs.
If you have any questions or would like to find out more then please contact us here at The Web Surgery.