The success of your rebrand is dependent on several different factors, and not one of them is how good your new logo looks! A new logo will only get you so far as far as rebrand results are concerned.
If you want to make the most of your next rebrand so you can create something that lasts and gives you a powerful brand, then you need to pay attention to the following rebrand factors.
You think a rebrand is just a new logo
If you want your rebrand to have an impact I need to know what it actually is. A rebrand isn’t you getting a new colour palette and a new logo, although it can INCLUDE that. If your rebrand only involves a change of colour, you’re in trouble. You may attract some temporary attention, but this is all it will achieve.
You are trying to look like someone else
So many designers are asked to copy other designers work simply because the client likes the look and feel of it. Don’t be these clients! Not only are there copyright issues but there are authenticity issues with this approach because you need to look like YOU not someone else.
You are trying to be someone else
On Instagram you will constantly see me posting things about being yourself and standing apart and not being afraid to stand alone. What makes the different is what makes you special so embrace the things that form your story. Many entrepreneurs struggle because they have seen something they like in someone else’s brand so thought they would try to capture that same essence. It’s okay to capture a feeling or a brand value – what’s not okay is to capture something that’s not yours and is copyrighted!
You haven’t aligned everything to your values
A brand that isn’t authentically following its values will feel off and misaligned. So you may launch a new brand but it’s still doesn’t feel right to you even though you’ve done all this hard work on the website and logo and imagery and colours. Living out your values will allow you to attract like minded people into your business and will instantly make you more attractive to them.
You don’t know who you are targeting
If you aren’t specific in your targeting – not like “oh yeah, I target women in business” – then you are going to end up with a brand where your dream customer or client lands on your website and doesn’t know that you’re offering is designed with them in mind. Hone in on exactly who you are targeting, and design your new brand with them in mind.
You haven’t designed your brand to fit your target
As in the previous reason, not knowing who you are targeting can lead you to the designer brand for the wrong people. Your brand needs to speak to the right people on emotional level so that it can connect to them. As soon as they interact with your brand they should be feeling exactly how you planned they would be feeling – for example in control, excited or relaxed.
You haven’t stopped to analyse what went wrong
I’ve said it before and I’ll say it again! A rebrand is like a remarriage, you need to analyse exactly what went wrong the first time round OR you are destined to make the same mistakes again and again. Analyse the good, bad and ugly from your first brand strategy (or lack of).
You don’t know what you’re trying to achieve with your rebrand
Know what your goals are and work backwards so that you can reverse engineer the process. If you don’t know what you’re trying to achieve with your rebrand you will never get there, if you set some KPI is for your rebrand you will be able to measure the success of your rebrand.