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professional services marketing

What do you actually need to change in a rebrand?

Posted by John Igglesden on Fri, Dec 16, 2016

What does your school actually need to change in a rebrand?Rebranding your firm is a big decision to make. There are many different elements that go into a rebrand that often get lost in the process and are not addressed until noticed by a customer. So, let’s first make sure that you actually need to rebrand your firm.

The decision to rebrand is often made without proper consideration and can leave firms spending a lot of money to not get very far, or worse, go backwards. The purpose of rebranding a firm is to signify a change. Have a look at a previous blog of ours if you need help deciding if a rebrand is right for you.

Now that you are set on rebranding, you’ve got a lot of changes to be made to your messaging, branding and positioning. So what does your firm actually need to change in a rebrand? Here are 7 essentials you need to consider.

  1. Key messaging – Is your brand name (company name) going to change? Does you tag line need to change? Do you need to reword or even create a new mission statement and/or create new goals?

  2. Company culture – With your brand change, does there need to be a change in your firm’s culture? If a rebranding happens to signify a change then that change will need to be reflected in a change in culture. This could mean a complete change of culture is required to address a big problem or just a smaller change to align the firm’s culture with a new direction.

  3. Style guide – If you don’t already have a style guide then stop reading this blog and read this one. A style guide refers to things like what fonts to use in certain situations, what colours fit in your logo, what spacing to use in your content, and much more. If you do have one, you will need to change it to reflect your new brand.

  4. Logo – A new or updated logo is the most obvious representation of your brand so it goes without saying that a rebrand will require a new logo.

  5. Website/digital – Updating/overhauling your website will also serve to reposition your firm’s brand and refresh your look. This also includes your social media branding like your Facebook, Instagram and Youtube accounts. Another digital area you need to consider are your email signatures and whilst it isn’t exactly digital, your answering machine message may need changing.

  6. Stationary – An often overlooked aspect of the rebranding process, your firm’s stationary is very important. This might include your notebooks, pens, sticky notes and other such office necessities. Any sort of print media needs to be adjusted to fit the new brand. It will need to be updated with your new logo, colours and be consistent with your new brand positioning.

  7. Advertising – This could include your brochures, prospective pack, signage (inside and outside) and print, radio and online advertising need to be considered.

If you would like to learn more about rebranding, download one of our complimentary ebooks:

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This blog was written by John Igglesden

As an Account Coordinator at imageseven, John’s days are filled with anything from blog and content writing to preparing inbound marketing campaigns. Away from the office you find him drinking coffee or craft beer and discussing clothes, cars and guitars.

 

Topics: imageseven, Branding, Communication, Marcom, Rebranding, Professional services marketing, PSM, Professional services