Top Considerations for B2B Rebranding
Whether your organization has recently completed a merger or acquisition, is interested in repositioning or wants to update its antiquated image, a rebrand is an ideal approach for bringing a new look, feel or an entirely new name to a brand. Rebranding is often a complex process that involves individuals from numerous levels and departments of an organization, in addition to an external agency that can provide impartial input and strategic direction.
So how should your organization approach its next rebranding? This blog explores best practices to implement before and after the launch of your new branding to ensure it leaves the right impression.
Weighing the Pros and Cons of Rebranding
It’s important to understand that the rebranding process carries a certain level of risk. When completed correctly, it can be an expensive and time-consuming undertaking that requires heightened attention from marketing professionals as well as leadership teams.
Rebranding also provides the public with an opportunity to critique your new branding – from the colors to the font of the logo to the meaning behind the revised messaging. In some cases, drastic changes can turn customers away or confuse your audience if it deviates too far from their expectations.
Thankfully, rebranding has numerous benefits that often outweigh the downsides. Rebranding can help modernize a brand and allows organizations to streamline messaging to better connect with customers and prospects. Rebranding can also reenergize employees and aid in recruiting efforts by helping to clearly define a brand and its purpose.
Key Considerations for Rebranding your Business
There are several things to consider before and after your rebranding efforts, including:
- Harness diversity to drive collaboration and innovation – relying on a homogenous group of individuals to manage rebranding sets you off on the wrong foot. Like-minded people from similar backgrounds and departments may be more likely to agree with one another, which can lead to disastrous or lackluster results. In contrast, inviting a variety of interest groups that will be affected by the rebranding, like marketing, human resources, customer service and more can create more productive discussions. It’s also important for your rebranding team to have cultural, ethnic and gender diversity to enhance opportunities for creativity and innovation.
- Closely examine (and possibly finetune) your core values – a rebrand won’t be successful if it doesn’t accurately capture and communicate your organization’s purpose, mission and values. It’s helpful to review each of these points and to survey both employees and external audiences to determine whether their perceptions align with the story you want your brand to tell. You may discover that your customers or prospects don’t associate your brand with the same words and emotions that you intended to express through your values. You may also learn that your values or mission statement need to evolve and better reflect the present and the future direction of your brand. Don’t rush to rebrand without first having a concrete understanding of who your brand is at its core.
- Pivot away from elements that may cause controversy or confusion – this issue can largely be avoided by opening up the rebranding process to a more diverse group of people that identify with the target audience and aren’t afraid to voice concerns. However, it’s still an important point to consider. While you may be steadfast on a certain typography or a specific name for a brand, you should take a step back and review it from an outsider’s perspective. Could you be accused of cultural appropriation? Will a new logo or moniker cause confusion rather than clarity?
- Consider tactics for unveiling – once all your rebranding ducks are in a row, it’s time to showcase your hard work and announce it internally and externally. Consider a press release for unveiling the branding and delving deeper into the inspiration. Videos can be an especially engaging way to explain the new look and tie the branding back to the customer, while an email from leadership helps employees feel informed and energized about the direction of the company.
- Maintain consistency wherever branding appears – when rolling out new branding, it’s essential that you update all assets on your website, intranet, across your offices and anywhere else your branding may appear. It’s also important that you establish a style guide and educate employees and partners on following the brand guidelines so that your fonts, colors, messaging and other elements are always communicated consistently.
Successful B2B Rebranding
Rebranding is a major undertaking for any company, but if done right, it can enhance the way your customers, employees and stakeholders view your business. By following the above best practices and understanding the B2B rebranding solutions at your disposal, you can ensure that your new branding is captivating, clear and aligned with your organization’s values.
Looking for a B2B rebranding agency? Contact Mulberry today to kick start a discussion on rebranding for your business.
Jess Messenger is an Account Director at Mulberry Marketing Communications, an award-winning full-service B2B communications agency based in Chicago, London and Australia. She enjoys developing PR campaign strategies and writing for B2B audiences across numerous verticals such as retail, foodservice and healthcare.