A professional services firm may consider rebranding your business for a variety of reasons. The majority of them are firmly rooted in the need to reposition the company in the market. It could be as simple as a merger of two companies or as complicated as a significant shift in target clients or business strategy. Whatever the reason may be, a company must eventually address the issue of how to rebrand in a way that achieves the desired business outcome.
So if you’re looking for your one-stop guide to know about rebranding your business, then this blog is for you. Here we’ll discuss a seven step approach for rebranding to help you skyrocket your business. Let’s dive in!
1. Begin with the Business Motive
Any rebranding strategy should begin with an in-depth understanding of the business reason for the rebranding. Is it motivated by a desire to accelerate growth? Is it necessary for your company to compete with larger, more established competitors?
Some of these business cases are simple to develop, such as a merger of two companies. Others, such as outgrowing your image, are more subtle. If you are unclear about the business reason for the effort, you risk wasting a significant amount of resources.
2. Conduct research on your company and potential clients.
When you’ve determined the business case for a rebranding, the next step is to conduct independent research on your company and its customers. If you are attempting to enter a new market, you should conduct research on your new target clients as well. The goal is to gain an unbiased understanding of your current brand perception and competencies.
3. Capture Your Brand Strategy Through Positioning and Messaging
You will discover the essence of your brand strategy as you develop your firm’s market positioning and messaging architecture. Your market positioning is a brief description of your place in the market. Are you a forward-thinking leader or a low-cost provider?
Many of your subsequent decisions will be influenced by this positioning. You can’t, however, make something up. It must strike a balance between who you are as a company and who you want to become. Your brand will be hollow unless you can back up your positioning.
4. Create Your Brand Identity
This is the phase of your rebranding strategy in which you create the visual elements that will communicate your brand. Consider the firm’s name, logo, tagline, colours, business card design, stationary, and so on. These elements are frequently described in a brand style guidelines document, which provides a set of parameters to ensure that your brand is consistently implemented across all of your marketing materials.
5. Create a Website and an Online Presence
It is not an exaggeration to say that your website and online presence are the beating heart of a modern professional services firm. All rebranding strategies include your website at some point. In a real sense, a website is built on the foundation of your messaging architecture. It is the full expression of your positioning when combined with your remaining online presence (think social media, for example).
6. Marketing Materials
At this stage of your strategy for rebranding your business, you will create all of the marketing materials required to communicate your brand and service messages. Pitch decks, proposal templates, brochures, one-sheet fliers, and trade show booths are all examples of collateral. These are the tools you will employ to convey your message. They should be deeply ingrained in your brand strategy.
7. Brand Building Strategy
The final component of your rebranding strategy is to devise a strategy for promoting and strengthening your new brand. How will you publicise it internally? It is critical in professional services that your employees embrace the new brand. They are, after all, your product.
It’s also critical to build the brand in such a way that it communicates your firm’s reputation and expertise, as well as its name. It should convey your market positioning. Professional services require a different approach to brand development. Some rebranding strategies fail because they attempt to cut corners. Others fail because they chose the wrong partners with whom to collaborate. But this does not have to be the case.
Begin with a strong strategy for rebranding your business. Find an experienced partner like us at Blue Bumble Creative. Give rebranding the attention it deserves, and the benefits will come as a result. If you follow these steps properly and give your best to your business then we don’t think any power can stop your business from skyrocketing.