Branding can become outmoded and outdated as businesses expand and grow. Most businesses will eventually need to update their branding to remain relevant, modern, and efficient.

Your brand is what people know about your company. It tells them who you are, what you stand for, what you do, and how you do it. That is why it is important to regularly update your branding.

Sometimes it can be difficult to decide when to begin rebranding or if your company truly needs a rebrand. Rebranding your business is a smart decision. Your company may want to reach new customers, increase sales, or improve your brand.

All of these factors can benefit your business and allow it to grow. Continue reading to learn how to successfully rebrand your business.

Phase 1: Conduct research and conduct a brand audit

Research is the first thing you should do when rebranding. This could include gathering information about your audience such as age, location, and sex. You should also research the competition. It is important to know your competitors and their branding efforts so that you can develop a unique brand.

A brand audit is another way to get important information. To determine how you want to improve your brand, a brand audit will examine the current state of your brand. This can include questions about your current business, your brand’s perception, and information about your brand’s strengths and weaknesses.

Phase 2: Form the Brand System

Once you have completed your research and conducted a brand audit, it is time to start formulating the brand system (also known as the brand blueprint). This includes the brand heart as well as brand messaging. Let’s talk a bit about brand messaging and brand heart.

Brand Heart

The brand heart of your company determines how your brand presents itself to your audience and what your brand does. A brand heart is composed of a vision, purpose, mission, and core values. Below is a description of each one.

• Your brand purpose is what makes you unique. A brand purpose can give you an edge over your competitors by creating a stronger emotional connection between brands. Google’s brand purpose is “To organize the information in the world and make it accessible to all people.”

• Vision The vision is about the future that you envision. Instagram’s vision statement “To capture, share and celebrate the world’s moments” is a great example.

• Mission: This mission outlines what you want to accomplish. Asana’s mission is, for example, “to help humanity thrive by enabling the world’s team to work together seamlessly.”

• Values A company’s values are what guide its actions. They are the reason behind a brand. A company’s values can reveal a lot about its culture. Clothing company Everlane, for example, values exceptional quality, ethical factories, and radical transparency.

Brand Messaging

Your brand messaging is what makes your business stand out to customers. A strong brand message can help you build loyal customers. Let’s look at three key components of brand messaging.

• Taglines: Taglines (also known as slogans) have the power to grab people’s attention and stick in their heads. Simple, concise, and memorable taglines are important. Apple’s tagline “Think Different” is an example.

• Value Proposition: Value propositions, which are brief statements that explain what your company does to help people, can be described as Value propositions. A brand can have multiple value propositions. Uber’s value proposition is illustrated in this image: “Tap the App, Get a Ride.” Uber is the best way to travel. Just one tap and you’ll be driving your car. Your driver will know exactly where you are. Uber’s value proposition is convenience.

• Brand Pillars: Brand Pillars are the core values that make your company stand out. These pillars can be core values or characteristics that help to share your brand’s message with the world. Hilton’s brand pillars are integrity, leadership, and teamwork. These brand pillars are the foundation of all marketing efforts by Hilton.

The brand message and company heart all play a role in how a company is perceived. These factors will help you make your rebranding efforts more successful, especially as all changes that you make to the brand system will be based on them.

Phase 3: Overhaul Your Brand Identity

After reorganizing your company’s branding system, your business will be ready to create new content which reflects the changes. This includes a new logo and colors as well as typography. Simple logos are easy to understand, make an impact, and should be easy to remember. The logo should reflect your brand’s heart and message.

If necessary, hire a graphic designer or a branded agency with one to redesign your logo. You’ll need to ensure that your company uses your brand guidelines.

If you’re looking for a design and branding agency then you’ve come to the right place. Kobe Digital can help you create a world renown brand. You can see on DesignRush some of our portfolio items for other branding projects.