1. Keep your company’s mission and values front and center
The ultimate goal of your rebrand is to shine a light on what makes your company unique and special, and this usually starts with its core mission and values. Make sure you’re keeping these things in mind as you move forward so your new branding will accurately reflect who you are as a company and why you do what you do.
- Use your current brand as a starting point
You might want to retain some of the original brand elements that your customers have come to know and recognize — and that still provide an accurate reflection of who you are as a company, That is especially the case if your company has been in business for a long time and has worked hard to earn and maintain a positive reputation. Keeping at least some elements of your brand consistent and identifiable will help to reinforce the position you’ve earned in the marketplace, along with helping to retain the perceived value of your offerings. Alternatively, a rebranding that’s wholly inconsistent with your company’s former identity could lead to confusion and mistrust among consumers.
Before you dive too deeply into your rebrand, take some time to research your competitors, what they’re doing, and how your company can differentiate itself. By doing your due diligence, you’ll be able to identify the things that make your company unique and shine a light on the value that you can deliver … and others can’t.