Tag: Rebrand

What are the aspects of a rebrand?

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Taking on a rebrand is a serious commitment. You need to be sure that this is what’s needed for your business to move forward but also that you know what you need before going into it. It may seem daunting, but it doesn’t have to be. It can be made so much simpler by knowing what is required. Within this article, we are going to look at what you as a company and brand need to look at when you are considering a rebrand

Have you determined your brands target audience?

Every brand needs a target audience, no matter what it is you are selling. These are the people that you hope are going to be buying the majority of your products or services. However, after 5, maybe 10 years as a brand evolves, does your target audience change? This is the first question that you need to ask yourself before going through with a rebrand. The current brand that you have will have been created to appeal to certain people, but as you evolve more and more people are going to be buying your products or using your services and as such when your rebrand you can’t focus solely on those you did before. You need to conduct research into who your current customers are and base your need branding on them.

Have you established a brand mission statement?

As every company or brand begins, it is important that you have a mission statement. This is for telling customers why you are doing what you are doing. What do you want to gain from selling your products or services? It is important that this is often customer focused, as not very many people are going to buy from a company who’s mission statement is ‘we want to make money’, just keep that bit to yourself. But over the years that you are in business, might your mission statement change? As you start to offer new products or services, or gain a new customer base, you might begin to see that what you are selling your products for changes. You need to make sure that when you are going through with a rebrand, you take this into consideration and base it around the new mission statement.

More importantly, does your brand truly reflect your current offerings and product?

As we have previously stated, over the course of 5 or 10 years that your company is in business, the products or services that you sell may very well change. You might change as a brand completely but it is more likely that you will just branch out and offer more products or services than you did at the beginning. With this, you need to reflect on what your brand says against what it is you are selling. If they don’t match, then you know that it is time to think about a rebrand, to ensure your customers don’t get confused, or that the new product you are offering doesn’t fail because no-one knows you are selling it.

Is your brand ready for your future projects and clients?

You may be thinking about a rebrand, but not sure if you should or not. However, one question that we suggest you ask yourself is are you ready for the future? The current direction that you are heading, do you think that this will be enough for 5 or 10 year down the line, when the market that you are in has shifted and new competitors have entered the fray? This is where you need to do further research on the market and your competitors, to see what exactly they are doing and try to build your new rebrand off this.

How has your business changed its values or consumers since the last time you looked at your branding?

There is a fair possibility that you haven’t looked into your businesses values or your consumers in any great depth since you first started your company. However, before going into a rebrand it is very important to do this. Look at how your customers may have changed from when you began to now. Has the age range increased or decreased? What demographic are they coming from? Looking at all of this will help immensely in bringing about your rebrand and making sure that it is what works for you

Here at Kaizen Brand Evolution we want to make sure that when you are undertaking a rebrand it is the best you can get and also one that works for you and where your company is at in the moment. If you feel like you are heading towards a rebrand, please do not hesitate to give us a call on 028 9005 2007 or send us en email to studio@kaizenbrandevolution.com, we’d love to chat.

How much does a rebrand cost?

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How much does a rebrand cost?

This cost of a rebrand is reflective of how much value it can bring to your business. In order for us as brand designers to evaluate this, it is very important to understand what you hope the rebrand can achieve for you. Your ambition and goals will determine the outcome and the cost value. For instance, you may need your rebrand to simply sell more to one specific audience, case in point – a restaurant wishing to attract more vegans – we would perform a rebrand with a clear and direct focus allowing the customer to see immediate results appealing to their new vegan audience. In the same vein, you may wish to increase your turnover by 15%, a clear goal for us as designers to evaluate and analyse your business in great depth to ensure we are targeting and communicating to the right people at the right buying level. This process is far more in-depth and can take place over a number of weeks before we actually begin the design process. Market analysis, client and business profiling exercises as well as gaining a deeper understanding of a company are all part of this. With this higher sense of your company purpose, we can accurately craft a rebrand to suit your goals and ensure success in all communications, paving a clear way for all future marketing and brand activity.

If you have clear goals then we as brand designers can determine a true value that a re-brand can have for your business and intern develop a tailored cost package to suit your needs. Believe it or not, there are no clear ways of pricing a re-brand as every one’s needs and goals are different, from the goal of attracting a new customer to increasing company turnover by 15%, raising the entire bottom line of a business your re-brand will do what you need it to do. Of course we have a fair idea following a brief of how much it could possibly cost to perform a rebrand and to what level to pitch a quote, however we always break down the price against what we have discussed in order to reach your business ambition, so you receive no nasty surprises.

Investment is a business necessity that we are a familiar with. Investing in store/building fit-outs, staff training, product development or vehicle fleets we are comfortable with these investments as of course, they show immediate results right in front of your eyes, instantly. When you hand over money for a car, the car is there in front of you to drive away, you can drive it, smell it and use it as it is supposed to be used. Investing in your brand correctly, by engaging a brand design agency such as Kaizen Brand Evolution who will take time realising the potential and delivering results through creativity will set your business apart from competitors, aid the decision-making process with consumers, increase reputation and be a true reflection of what you have to offer. Branding is an investment that you will always see results from, from year to year, an investment that will continue to evolve and give your business the platform it needs to succeed when faced with tough competition.

If you are interested in finding out how much a rebrand of your company would be, setting your ambitions for the business and reaching your goals talk to one of our team at Kaizen Brand Evolution and we will be able to take you through, step by step how much of an investment you will need to make in order to reach your objectives. Give us a call on +44 (0)28 9507 2007 or get us by email via our contact form

The benefits of the rebrand

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One of the most powerful and effective times to re-brand is when a business sees a great change in circumstance, a takeover, a merger a new product line or direction. The benefits of rebranding now are so you have the opportunity to communicate truthfully exactly what the change means to the business and express exactly what it is and how you are going to do it differently. A re-brand can reposition a company’s reputation, re-establish a failing business, make relevant what was a tired product or service and increase or develop a new interest in a business and its purpose. There are many factors but there are three main benefits that a re-brand can have for a company or service.

Refresh

A rebrand completely refreshes a business from the ground up. A new identity and re-brand project with pull the truth out from under the surface and find out what really sets you apart from the competitors and rival companies. With this understanding the re-brand with truthfully express (through logo, language and art direction) what it means to work with you as a business. USP’s are brought to the forefront, how you work differently and what makes you unique as a company can all be expressed in your re-brand. A successful re-brand will not follow design trends but assess who you are, what you do, why you are here and who you are here for. Ambition setting allows a design team to realise your potential through branding and communications. A re-brand is not simply there to impress your customers but also your team, your loyal staff who have been sitting under the same masthead for a number of years now have a voice during the research stage with the brand agency. Involvement and belief from your team will benefit brand culture internally and appeal greatly to those ideal candidates – we all want the best people to work for us and your brand and culture is an important factor in that decision-making process – would you want to drop in a CV to a tired, lacklustre looking brand? Or would it make more sense to engage with a brand that speaks your language?

Relevance

A rebrand can make a tired product or service relevant in today’s marketplace, tap into the mindset of modern consumers and engage relevantly. Your product or service might be the best, the strongest the most efficient, but if the branding, packaging or shop front isn’t relevant to todays consumer or shall we say ‘attractive’ then you can easily lose interest to young, bright and bold competition. Perhaps their product or services isn’t nearly as good as yours but they, of course, are relevant. This is a key attribute of a re-brand – to re-establish your brand/logo/packaging/website – whatever communication or brand exposure you have to become relevant to the right consumer.

Restate

To restate what you ‘now’ do is a fantastic benefit of a rebrand as it gives you a new opportunity to restate all of the lovely new things you have to off that perhaps customers might not know about – your new lines of products, your new technological advance, your new building or premises these are all seismic shifts in your business and through the power or identity, language and artdirectionn – the milestones of a rebrand you can restate your offering to your audience and restate it correctly with intrigue and excitement.

There are many reasons a re-brand can is beneficial, and the proof is in the pudding. Get in touch with the Kaizen Brand Evolution team to talk further if you feel like you might be ready to re-brand.