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The Key Components of Rebranding

Updated 1 year ago by Oskar Duberg

The rebrand essentials are the foundation on which the remaining parts are built – making its accuracy and quality crucial to the entirety of the project.

When you think about a rebrand, you often think of the very essentials. Obviously, the overall project includes a lot of other moving parts. To get those parts to where they need to be, however, requires the key components to be both clear and on-brand. Start the rebranding process by perfecting these fundamental components – you’ll be happy you put that extra effort into them.

The Values

Brand values live at the heart of a company’s culture. They should always be fundamental, future-proof, and actionable – defining what a brand stands for as a sequence of behaviors and abilities.

The key driver of brand success is having rock solid values. Regardless if you’re a two-person company or a global enterprise, you need to continuously revisit your values to ensure that they’re in line with your story. The values need to be heavily anchored in the identity of your brand, and they should come from within. With great values, you can go a long way. They’re the pole supporting your tent, and they’ll help you define the sum of your brand – from vision and mission to colors, logos, stationery, and tone of voice. Everything is balancing on your brand values.

The values are your true north in shaping the rest of the process, from the very basics, to components like copywriting, audio, and overall strategy. Once you’ve established (or re-established) those values, you’ll be ready to take your rebrand to the next level.

The Logo

Your brand’s logo needs to reflect who you are as a brand. Try to utilize your brand values, and create color schemes, shapes, and lineage that go in line (pun intended) with your company. If it accommodates your values, it can never be wrong.

Most people start thinking “logo logo logo” when hearing the word “rebranding.” It’s often what excites people most. Refreshing your logo can do a lot of good things from a business perspective, and depending on the extent of the change, the actual recreation of it might include things like fresh colors, line updates, element rearrangement, or even a complete redesign.

Sometimes, redesigning a logo can be a quick fix. It comes down to how on-brand it already is. If your colors won’t change in the process of the rebrand, for example, you might just need to tweak the logo in order to be in line with the times. For example, going from gradients to pastel, or shadows to flat.

If your logo is looking pretty great already, and telling your story well, then it might just need a slight refresh (or actually – nothing at all). As part of the rebranding, thorough research and strategy will determine the change (or no change at all) of the logo itself.

Keep in mind that depending on your company-size, a change of logo impacts everyone working with it. If you decide to change it, it needs to change everywhere. There is nothing more harmful to a brand than inconsistency. A variety of logos living in different places, confusing both employees and customers, could be disastrous.

The Website

Depending on your business model, the website is arguably the most important outward-facing piece of branding you have. In today’s world, most people will visit it before making a buying decision – so make sure it’s user-friendly and on-brand.

With updated brand expressions (e.g., logo, colors, tonality) comes an updated website. Regardless if it’s two weeks old or built in the years of Windows 98, it needs to stay in line with your new visual identity. Creating a cohesive strategy on how to implement the new rebranding standards will help you push the project through.

In today’s world, your customers are likely to check your website before making a buying decision. If your website is inconsistent with other touchpoints, your audience might get confused. If it also has poor usability, they’ll think you’re not only unorganized but unprofessional. Make sure it’s a well-functioning website, regardless of size and information architecture, and definitely make sure that it's on-brand.

During a refresh process, research will help you discover a lot about your own brand. For example, maybe all of your competitors are very formal in writing? Then you’ve discovered a hole in the market that you could easily fill.

The Message

A mission statement is supposed to express your company from an internal point of view. A brand message is, as a counter-weight, externally focused. It’s the promise your company makes of fulfilling the needs of your service – in a brand-consistent way.

When doing a rebrand, the message is often a tricky part. How do you talk to your audience in order to create more leads? Every touchpoint needs to be consistent with who you are, and what you’re saying in different channels. It needs to be a cohesive and on-brand journey for your target audience at every turn.

To get there, you might want to write down some key points that draw a straight line through website and marketing material. Your story is unique, and that’s how you connect with customers.

Don’t forget that your story (your mission and vision) is also a value proposition. That’s what separates you from the rest.

Next Reads

After reading this article, you might be interested in learning what's good to know before you start the rebranding project, or to determine if now really is the right time for a rebrand. To learn more about the scope of rebranding, understanding some of the different types of rebranding, and their rough costs could also be of value.

Oskar Duberg

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