When rebranding, it is key to keep in mind the necessary changes needed to modernize the brand. The process involves redefining the brand’s identity and is more than just a facelift. Businesses can implement a variety of strategies including updating their marketing materials, logos, and even marketing in order to increase profitability. This article discusses how to implement an effective rebranding strategy with a target on visuals that appeal to the public and build the brand’s image.

Understanding the Need for Rebranding

It is worth noting that prior to executing a rebrand, a business needs to consider the motives behind it. Negative perceptions of the brand, new trends in the market, or even a change of goals with the business could be the reason behind it. For instance, an older company may struggle to reach an audience that is younger and more familiar with technology. By answering the “what” question, businesses can better outline their goals for the rebranding process, ensuring they are practical and make sense.

The first thing most people connect with a brand is its logo. As time goes by, popular logos also go through gradual changes so that they are current. Let us take for example Apple. They changed from a complex, multicolored logo to a minimalist, single-color one. The idea behind this was to highlight the company’s growth and commitment to fresh and simple innovation.

When creating a new logo, firms sometimes prefer the old to the new. Companies update the logo while ensuring that their regular clients still recognize certain features of the logo’s design. A professional graphic designer is able to precisely capture the business’s expectations and integrate them into the logo design.

Updating the Color Palette

Colors create a unique brand feeling and elicit emotions from the customers. Whenever a brand is being changed, it is always advisable to modify its colors as well. For example, softer pastel colors are best suited for brands that are pretty associated with bold primary colors as they denote a more approachable and modern appeal.

To reinforce the psychological connections with the audience, white stands for cleanliness, integrity, and impartiality which is perfect for the healthcare profession. Blue gibes trusts and ease which makes it popular to finance firms. Green represents growth which is heavily used among eco-friendly brands. Once the desired colors are chosen, it is crucial to maintain the same throughout all materials including the web and packaging.

Modernizing Marketing Materials

Rebranding doesn’t end at the logo and color selection only. You must ensure that the marketing materials like business cards, mailers, brochures, and social network graphics are created according to the new visual identity. This is done in order to centralize brand experience on other platforms as well.

Modern branding equips a business to tell its story, display the brand’s core focus, and attract new clientele. The switch starts by improving already existing materials that are at hand. These can include fonts, older images, and layouts. Out with the old, in with the new! Other digital forms should also be given an added spice by introducing graphics or short animations to captivate the audience further. Additionally, rebranding often includes updating image formats to ensure high-quality visuals. For converting outdated file types, tools like webptopnghero.com are highly recommended. This platform simplifies converting WebP files to PNG, ensuring your images are compatible and visually consistent across all mediums.

Modernizing your brand has its own advantages but can also come off as overwhelming for employees, existing customers as well as investors. They all require particular attention during this adjustment to make sure that all goes along fluently, which in turn aids in smoothing over the transformation. The top plank should be present to explain the true motive behind the alteration. Some of these methods can include social media, press coverage, newsletters, and featured articles.

There is a lesson to be learned from Dunkin’, whose renaming from Dunkin’ Donuts combined their heritage with modern convenience. This advertising strategy skilfully communicated to new customers the omission of the word “donuts”, signifying Dunkin’s new focus on beverages.

Looking at Mastercard’s rebranding effort in 2016, the company truly simplified its design. Removing the word mark entirely, which was plastered across the top, revealed their overlapping red and yellow circles which is the company’s signature logo. It maintains the essence of the company- immediately recognizable on digital platforms as well as small screens. Along with this change came new typography and a more vibrant color palette, helping to convey their desire to become more modern.

Avoiding Doing The Wrong Thing

Although there is a lot to gain from a rebranding project, it does not come without its fair share of risks. Some mistakes made regularly include:

Ignoring Customers: Not considering what customers have to say will make it impossible for the brand to connect with its audiences well.

Making Overly Complex Designs: A logo that is too busy or color schemes that are more complex than one color makes it harder for customers to identify and relate to the brand.

Lack of Uniformity: Not applying the new branding across the board scatters the strength of the rebrand and weakens the impact of the strategy.

Chasing After Time: After a rebranding a company needs to formulate guidelines that dictate how they will operate going forward. Poor planning is typically the culprit to these types of outcomes.

Measuring the Success of a Rebrand

It is highly encouraged to set measurable criteria beforehand so as to assess if the rebranding is impactful in any positive way. Numbers oriented to increase brand recognition, positive consumer perspective, and heightened interaction are focally indicators of appropriate outcomes. Issues that get adequate feedback and understanding about the new aesthetics of the brand are ones that will do well. Strategies tailored for these visuals will now need to be altered to ensure they are within the rebrand objectives.

Summary

There are tremendous challenges to maintaining brand power in the modern marketplace, but with effective planning a business can formulate what logos, colors, and marketing materials to use to ensure brand alignment. If done in the right manner with sufficient planning, rebranding can have a positive impact on how a company is viewed and position a company for future success.