Jul
25
2013
4 Tips to Consider When Rebranding a Company
Posted by: Tammy Dock-Brown

Rebranding is an exciting and fun process that can help a company modernize and grow its business, but it can also stretch company leaders out of their comfort zone.  Here are four important tips to consider as you embark on the rebranding process:

1.  Rebranding Starts with a Discovery Phase.

The discovery phase is an opportunity for our agency to learn all about a company or product, including differentiators, target audiences and key objectives.  We spend time getting to know each client, placing a large focus on learning about the “how” and “why” behind their company in the form of a productive project kick-off.

The purpose of the discovery phase is to establish a clear direction in the creative process.  For our client RCD-Atlanta, one thing that we learned was that they are a quickly-growing, nationwide remodeler and constructor of retail food spaces that stretches way beyond the Atlanta area. This discovery led us to a new name, RCD General Contractors.

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2. Rebranding is stretching.  

After presenting initial brand concepts, it’s critical to allow the client ample time to let the concepts sink in.  Because of the nature of brands, it can be tough for company leaders to let go of an old look or aged style and move forward in a new direction.  By offering time to review these initial branding concepts, clients are more likely to have an open mind to adjust and acclimate to the new brand.

3. Rebranding is not a one-and-done process.

It can take multiple rounds of design concepts to finalize a new brand, and Mighty 8th works hard to ensure that we are moving companies in the right direction for their market and audience while also incorporating the client’s feedback.

Throughout the rebranding process with RCD, we learned that it was important for them to celebrate their 10 year anniversary.  Ten years of being in business was a huge accomplishment for RCD and definitely something worth celebrating, so in addition to rebranding, we also created an anniversary logo and emblem.

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4.  A Brand Must be Utilized Across All Mediums of Communication.

The final step is to share the new brand with a company’s audiences.  For RCD, we created an entirely new stationery suite including business cards, letterhead, envelopes and thank you cards.  The business cards were designed with a foil stamp that distinguishes their new icon using an eye-catching and memorable technique that is sure to help potential clients keep RCD on top.

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We also redesigned their website to reflect their new brand and give RCD the credibility and recognition in the industry that they have worked so hard to achieve.  Earlier in the discovery process, we learned crucial information about their target audiences and key objectives to allow us to design a website and create content that will drive business and aid with search engine optimization.  To see more of the RCD website, visit www.RCDGC.com.

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Rebranding is an area of expertise for the team at Mighty 8th Media, a leading Atlanta marketing firm.  It is a fun and exciting process, but also one that will help take your company to the next level, deliver results and encourage growth.  If you would like to learn more about how we can help you rebrand your company, contact us today!

 


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