Is it Time for an Identity Update?

Staying Relevant at a Million Miles a Minute

Why are companies like Mastercard, Zara, Slack, and Dropbox popping up in news stories across the internet as of late? Here’s a hint, it’s not what you might expect. These companies have been all over the news lately due to some serious face-lifts; all four are considered the most talked about re-brands of 2020.

In a world where news stories only receive five minutes of fame, attention equals success. By taking the initiative to update their brands, companies like the ones mentioned have experienced some of the many benefits of rebranding.

If connecting to new audiences and being in the spotlight sounds like something your business is in desperate need of, you may be in need of an identity update.

Although exciting, this process isn’t a walk in the park. Any company that has been through this can confirm that there are several challenges that come with rolling out a new look.

To help you mitigate those problems and set yourself on a path for success, we made a list of some things to keep in mind when starting your rebranding journey.

What Type of Rebrand do I Need?

Before jumping into the deep end, the first thing you should assess is what type of rebrand does your company need? By discovering the purpose of your rebrand, you will be able to ease the pitfalls that might come with a directionless change.

The first path for an established organization, and most common, is a brand refresh. This is best suited for companies that are not looking to completely overhaul their current identity and are looking for some small updates to help them keep pace with the rest of their industry. Remaining modern and relevant is a massive challenge that can impact businesses of any size. By taking small steps like updating your color palette, changing typography, or slightly altering your logo would all fit under this category.

The other path is doing a full rebrand. This occurs when you add a new service, change your organization’s structure or mission, or merge with another company. Under these circumstances, it is important to change visuals and/or names so that your audience can clearly tell the difference between where you have been and where you are going next.

The third is a brand extension. An example of this is when Starbucks partnered with Red to sponsor their effort to battle AIDS in Africa. They needed a brand extension that represented both organizations. Other examples of brand extensions can be for side projects, for-profit connected foundations, and new product lines.

Tim Klinger, Creative Director at Kleidon, remarked, “whether you’re doing a full rebrand, or a smaller facelift, the important thing is to convey what qualities make you unique. Strength, quality, compassion, fun, etc. can all be brought out to the public with the right rebrand.”

Keeping Everyone Up-to-Date

A small step that is crucial for a rebrand to go into effect without a hitch is to keep your entire team up-to-date about brand changes. Nobody wants to be left in the dark when a huge change to your company is about to take place. Although this doesn’t mean you need everyone to take part in the rebranding process, it is important to keep them in the know and listen to their feedback. With nobody left behind, you won’t have to worry about someone using the wrong logo or pushing the wrong message. Consistency is key when making this big of a change.

Identify Your Identity

Consumers flock to brands that have a strong sense of identity and purpose. By asking questions that tell you who your audience is, what story you are trying to tell and what sets you aside from the competition, you will have a greater sense of identity and help you arrive at a destination that everyone agrees on.

This is a crucial step and gives you an opportunity to do something different that will gain the interest of previous customers and new ones alike.

Once you and your team have decided on what type of change needs to be made and who you want to be, you are ready to begin your rebranding journey.

What Happens Next?

To implement the best rebrand possible, the best course of action is to consult with a marketing company proficient in design and branding. Even if you have in-house designers, the advice from an outside firm can help you establish goals that you may not have considered. Remember that a great brand is not a nice design; it is a visual representation that tells a story.

Kleidon has established strategic ways for you to capitalize on these tactics and can help you take the next step to updating your company image. Contact us today to set up a free appointment where we can talk about implementing the right strategy for you.