Monkey Monday - April 8th, 2019

Rebranding - how to succeed

Branding | Communication | Marketing | Monkey Mondays

Rebranding is a great way to update your company’s identity, reach new audiences, or reflect a new direction you might want to take. If you do it successfully, you’ll see the benefits right away.

Here’s the overview

00:34 - What is a brand?

01:20 - Why rebrand?

02:59 - How do you do it?

Free stuff!

Download our free guide to branding below. The tips in this guide are valuable whether you’re starting a new brand from scratch, or looking to rebrand your existing business.

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Transcript Show / Hide

Hi, I’m Matt.
And I’m Chris. Obviously, that’s not true at all. Chris is trying to rebrand himself as Matt by taking one of my important brand elements – my glasses. So actually, I’m Matt!
I’m Chris!
It’s another Monkey Monday, and we’re here to talk about rebranding.
What is a brand?
It’s more than just a logo.
Your brand is everything you produce and communicate, externally and internally.
Right, and let’s start by having a quick chat about what is a brand.
We mention this a lot, so if you’ve seen one of our vlogs before, we’ve probably gone over this, but just to give some clarity, people often get a little bit obsessed with their logo, they think that’s their brand. The logo is a very small part of your brand, and sometimes not as important as people think it is. It’s more of a little moniker to remember what your brand actually is.
Yeah, because your brand is everything you send out into the world. So your products are part of your branding, your tone of voice, anything you put out there, basically.
Yeah, your colour palette, your image style – overall, how you communicate. It’s even internal. What is your internal brand? It’s everything you stand for – it’s not just your logo.
Why rebrand?
Do you want to take your business in a new direction?
Do you need to generate missing brand elements and make them consistent with your existing brand?
Do you need to update your image or cultural message?
So let’s look at why you would want to rebrand.
So we’re assuming you’re a company, and you already have some kind of branding in place. It might be pretty light – might just be a logo actually – but you will certainly have some identity somewhere in the world. And at some point you’re gonna make a decision that you might need a rebrand. So, here are a few reasons why you might wanna go there. Perhaps you want to go in a new direction from what your brand stands for at the moment. Maybe you have a new product or service, you want to talk to a new audience, there are loads of directions you could go in – maybe you’ve diversified your product to the point where you think you need to connect to a different demographic.
Perhaps you’re missing some brand elements, Maybe you’ve got your standard logo, but you’re missing your tone of voice, or your graphic styles, or photo styles, all that kind of thing.
We see that quite a lot with companies that have grown from a start-up and they’ve got those first brand elements in place but they haven’t got the full package, so that’s often the case. When you’re looking at expanding out into those other brand things it’s a good time to have a review, get everything concise and across the board.
Perhaps you’re looking to update your image. Maybe you’ve got brand elements in place but they’re back from the 90s.
Yeah, 3D logos or old-fashioned-looking stuff, weird old ways of communicating or marketing. Could you benefit from moving your whole communication forward to something that’s a little bit more modern and that’s going to connect with the different audiences you have nowadays?
How do you do it?
Review and research.
Get the company-wide buy-in before you start.
Create an objective brief.
Go for it!
So let’s look at how you would do it. The first thing you would do is do plenty of reviewing and research. So an agency like ourselves can perform brand reviews; you can perform a brand review yourself to see if your brand is performing as it should.
So a good thing to do is check out one of our other vlogs around user journeys – so if you can identify your user journeys, identify your audiences – who are you talking to? That’s a good starting point for you to review your brand against that audience. How well does it communicate to them? We’d also recommend you look at your competitors, and also look at companies that are aligned with yourself – so your partners, anybody else that’s working across that. And, importantly, people that buy things from you, they’re gonna buy things from other companies as well, that aren’t necessarily related to your industry – so do you feel that all of your customers generally like to buy Apple products and Audis and Bose speakers? Are they that kind of person? If they are, check out those guys, how they communicate, what they do, and see how you can adopt some of their brand philosophy.
And then once you’ve done your research, you need to get the buy-in from everyone before starting the project. So if you’re a marketing manager, you need your MD, upwards and downwards – everyone who has any say in the brand needs to buy in before you start.
Absolutely, yeah. And that helps, actually, for you to create an objective design brief. So, all those stakeholders – all the people that are going to be involved in signing off the new brand or the new identity or the new communication – get them on board with this important piece of paper that says how you’re going to measure or score this new branding. So determine everything that your brand is going to stand for. It could be that you’re a technology company so you wanna make sure you sound innovative, and that could be something you want to measure your brand elements against. Does this new form of communication fulfil that part of our brief? Give it all a score out of ten. And then when you’re getting and inviting that feedback, everyone’s going to be on the same page and you’re going to reduce the subjective feedback of ‘I don’t like it, make it more red, make it on fire, purple’s my favourite colour…’
We want to reduce all of that. And the final thing is when you’ve got your new brand, really go for it, really get it out there and put it on everything you possibly can.
Yeah, adoption’s a really important thing, Chris, isn’t it. As soon as you can get that out there, get that launched well, get it across everything.
Yeah, one of our clients, they own a vineyard in Virginia in the States, they’ve done a massive, great job with some rebranding that we did for them, and it’s won awards, and it’s just out there on everything they do. They changed their entire company, they even changed the name of their company, and it’s made a phenomenal difference.
Yeah, and we’re so proud of those guys. It was really good to see that really good adoption of everything, even down to the colour of the paint on the walls in their vineyard. They really adopted it, and it looks really great. So that’s our quick overview on rebranding. Are you ready to do it? It might be something that could really help your company communicate better. And make your company a happier and more successful place.
I think that this is such valuable information I’m going to take it with me. Bye!
Oh, well fair enough. I’m going to chase you. Comedy fashion.

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