How To Pull Off a Successful Corporate Rebrand

As a business owner, you know you can’t succeed without a strong brand. But what happens when your current identity doesn’t reflect the company’s goals or values as it stands today?

If you find yourself in this situation, it’s time for a rebrand—a refresh of your company’s brand identity and public image to better reflect who you are today.

The results of a successful rebrand can be huge: your brand will feel fresh and relevant again, and loyal customers will see that your business is evolving along with them.

So, how do you get started when it’s time to rebrand? There are five considerations you’ll want to make as you begin your rebranding journey. And that journey starts by assessing your brand identity.

1.    Assess Your Current Brand Identity

Consideration number one involves a long, hard look at your current brand identity. Ask yourself:

  • How would you describe your company’s existing brand identity?
  • What do you want your future identity to be? What qualities, characteristics, and values should the new corporate rebrand convey?
  • How does your brand identity compare to your competitors’ identities in the marketplace?

2.    Take a Fresh Look at Your Brand Purpose and Brand Values

Your brand purpose is the underlying reason your company exists. Your brand values are an attribute, belief, or principle that drives how you interact with customers and other stakeholders.

If you formalized your brand purpose and values from previous branding exercises, revisit documents from those branding efforts and see how your business currently measures up.

If this is the first time you’re thinking through your purpose and values, this second consideration is perhaps the most important. You need first to understand your own purpose and values before you can expect to make an emotional connection with your customers.

3.    Look for Ways to Differentiate Yourself from Your Competitors

A successful corporate rebrand is all about being unique and different. If you want to stand out from the competition, you need to find ways to differentiate yourself from your competitors.

To do this, make sure you:

  • Can Clearly Communicate Your Unique Differentiator in the Market
    Aim for brand uniqueness. The public will perceive you as an individual in a sea of sameness—the perfect fit for their needs.

  • Can Demonstrate How Your Brand and Offering Are Better or Different – or Both
    Uniqueness is important but not enough on its own. Make sure your audience can tell how much better or different your product or service is compared with other offerings on the market.

4.    Consider Your Audience’s Wants and Needs

Consumers are more informed, demanding, vocal, and educated than ever before. And they have more options than ever.

Customers want brands that deliver on—or exceed—their promises, help them better understand what they want and need, offer a great customer experience, and provide value for their money every time.

As you work through your corporate rebrand, take an honest look at your processes and customer service efforts. Have you fulfilled your customers’ expectations? Are you delivering the highest level of service? Can customers trust that you will do what you say you will?

5.    Partner with the Right Branding Agency

A branding agency—especially one with a strong in-house team of strategists, designers, writers, and other marketing professionals—can be a great resource as you embark on your rebranding journey. Working with a well-chosen agency will make the rebranding process smoother and your new brand identity cohesive.

Ready for a Corporate Rebrand to Refresh Your Identity?

At GATE, we’re passionate about helping businesses develop the right brand strategy to tell their story and achieve their goals. If you’re considering a corporate rebrand, we can help.

We are Gate. Let’s do this together.

Contact us today to get started.