Rebranding is more than just editing a logo or tagline – it can affect the public’s image and perception of your entire business.
This can be a daunting project but fear not. Use these examples of rebranding to figure out if it is the right direction for your company.
You want to tell your story through the rebranding
Whether your company is emerging or established in your field, there’s probably a backstory to your company’s values and ideas. Telling your company’s tale is an easy way to connect with customers. When you develop a narrative to express brand history to customers, you use the past to redefine your company’s future.
For example, take the work that Gavin did to rebrand the York County History Center, a museum in downtown York. The rebranding didn’t end at a better community-connected slogan or new logo (inspired by the wooden beams that support the infrastructure of the History Center) By tapping into the local history to York, Pennsylvania, Gavin used focus group research and community messaging to help define the York County History Center as a place that York residents could come together and create their stories through historical exploration.
By tapping into your company history, you are staying true to the values and roots your company was formed upon. This sends a clear example of your branding message to customers.
Through rebranding, you want to reinvent your brand strategy
Do you think your brand is outdated? Has your target audience changed? Asking questions like these can be a good indicator to decide if you could benefit from a rebrand. If the answer to any of these questions is “yes,” consider reinventing your brand strategy.
What is your brand strategy? When you create a long-term plan for brand development to achieve certain goals, you’re creating your brand strategy. But over time, brand strategies may change to meet current designs, markets, and demographics.
When Gavin worked with John H. Myers & Son, a building supply company based in Illinois, to launch its Elevations brand, we created a brand strategy.
Gavin built a brand foundation through messaging, digital awareness, and showroom experience. By promoting Elevations’ value statement of “Professional support. Design inspiration.”, we helped Elevations open a showroom to appeal to Washington, D.C. and Baltimore, Maryland homeowners, designers, and builders alike.
Rebranding will give you the chance to reevaluate your brand’s long-term objectives and continue to target a desired audience. A successful brand strategy is essential to achieving this.
You want to do a visual rebrand
Inevitably, a new logo will become part of your rebranding strategy. But you don’t want to throw off your customers with an updated look and no explanation. A good time to do a visual rebrand is when you’re changing your business structure, reinventing your organization’s purpose, or need a timely refresh. It’s important to choose your visual timing and tactics strategically.
Your logo should be a visual representation of your brand. Customers should be able to recognize your brand and the logo should serve as a visual reminder of your larger mission. But, a logo shouldn’t have to encompass the entire explanation of your brand, including the emotional value and meaning of it.
Gavin designed the visual rebrand for the York County Reentry Coalition (YCRC), a collaborative group that works to help support returning citizens in York County, Pennsylvania. With a bold logo that’s easily recognizable, yet clean and uncluttered; our work with YCRC was a major success and it embodied the brand vision they have built for themselves.
Ready to rebrand, but not sure where to start? Our expert design team is here to help. Contact us, and let’s talk soon.