3 things to think about when rebranding
Rebanding can be an exciting but overwhelming thing to do. You know you need to freshen things up, but what brief should you give your designer? It’s a tough question and there are a lot of things that come into play that you should definately review, here are my top 3 things to think about when rebranding.
Competition
The first and in my opinion most important thing to look at is your competition. What do they look like, what vibe do they convey, what colours do they use. Your brand needs to be unique, you should be aiming to look like everyone else as you will become forgettable. The number of accountants I have seen use navy blue is huge and while it’s a great colour, there are heaps of choices which can still speak corporate and professional without looking like everyone else. My suggestion would be to pick your 10 top competitors and sketch out a grid with their business names in the first column and then the following in the top row: style, brand colours, font style, target audience. This will help you to visualise whats there and see how you can stand out.
Use a professional
When it comes to something as important as your branding, I highly recommend using a professional designer, and listening to their suggestions. Pick someone who is experienced and ideally who has been referred to you and you trust. Being a designer myself Im allowed to say this, its a bit of a weird industry which attracts a lot of people just starting out and people who infringe on other work which can be dangerous. While they may design something which is friendly to your bank account, you will actually be losing money from something which is below industry standard and turning clients away, and most likely you will have to rebrand in the future again anyway. If you are on a budget consider investing in a well made logo kit which you can just edit with your own business name as the work has already been done to make it look great.
Think about your ideal audience
While what you love is important, your brand needs to be attracting your ideal audience. If you love blush pink and florals, but your audience men aged 30 – 50 who love heavy metal – it might not be the best choice for your brand. Have a long, hard think about who your ideal audience is and what they love – and base your branding around that. Everything is important – your colours, fonts, even the tone of how you write your social media posts. Tailor this around your customers and their needs, and the sales will come rolling in.
