Anyone can change and businesses can reinvent themselves, but it takes a lot of effort and determination. To rebrand you or your business, there are several questions you should ask:
Do you want a subtle or dramatic change? This might include a new building or location, or a new sign that reflects your image along with new business cards and logo.
Are you willing to be proactive or reactive? Do you see problems or concerns for your industry that you might want to address before they actually occur?
Is this a new business or an existing business that thinks a new brand will change who and what they are? If you are looking to make your business change just by changing the name and logo, it isn’t likely to happen. However, if you are willing to make a plan and have your entire team approve that plan and vow to make it work, then you have a chance to change. It will take commitment and desire to make it work successfully.
Are you looking for a new audience or just an additional audience? Rebranding can add additional clients, but be careful what you wish for; all business is not good business, and volume does not mean profit. Do your homework and study trends and industries.
Is a merger or acquisition at hand? Are you joining with someone, meaning you are going to have a partner and not have the complete say in all decisions? If so, be sure you are willing to let go and follow instead of leading. However, a new fresh approach that comes with some new leaders is healthy for many businesses.
Are there legal issues, a divorce or partnership change? If any of these issues are why you are rebranding, then get additional counsel and think before you jump back in the frying pan.
Are you making personnel changes? If you are branding or rebranding the image of your business, you might want to add or subtract personnel.
Will your existing clients care? Are you planning on keeping them? One of the most important considerations to make is if you want to keep going with the same business and business practices or do you want to do a 180 and change nearly everything?
Do you have a press release prepared and a date to rebrand? Your press release should be simple, yet eye appealing and informative. In some cases, color will bring attention to your change. Perhaps a mail out is in order, according to your type of business. Rebranding is a great readjustment for many businesses, but for others, you just need to refocus your purpose. Then take the time to direct your efforts with your employees to make corrections, but for these businesses, rebranding and abandoning all that you have worked for might be a poor decision.
-Stephen Capper, A-1 Awards