A brand is a mark of personality and a promise about the experience customers will get. Home is Pittsburgh, and the branding work happens beside your team. The first question in a rebrand is how it will land with those customers. A brand includes marketability, differentiation, equity, association, culture, relevance, and awareness. The time is right when working on one of those can bring customers a greater sense of satisfaction.
Why a rebrand is worth considering
A hard stretch can be the prompt: a drop in sales, fewer new customers, or loyal customers drifting away. An unchanged look can be the prompt too. Refreshing the appearance of the product can draw former customers back and attract new ones.
Rebranding can also aim the business at a market you want to serve. It is a slow process. The effect shows up over time, after real effort. Done properly, it can support growth, strengthen the team, help profits, and give you an edge. Choosing to rebrand means the business is changing or growing. Before you start, make sure you have the time, the ideas, and the people to carry it through.
Define the identity you have, and the one you want
Ask what is working and what is not, so you leave the healthy parts alone. Talk with employees and customers about how they see the business. Return to the objectives and ask how a new identity would serve them. Look at how similar products and services are doing in the market. From that, the strengths and weaknesses get clearer, and so does the identity that could stand out.
Write the changes down
Once you know which part of the business should change, write it down: what will change, how it will be fixed, and when it has to be in place. A written list helps employees see their part. Start with the marketing materials that must be updated, including the website, the logo, social media, and invoices. Researching competitors is one of the better ways to see which changes you actually need.
Study the customers
Look at the customer list and decide whether the rebrand is meant to reach a new market. A new demographic can bring a new set of loyal customers and change the feel of the business. A fresh audience keeps the work from going stale.
Let employees carry the brand
Include the team in the change. They are a large part of the culture and of the identity. Sweatshirts and t-shirts with the name and logo, worn by the people who work there, are a simple and inexpensive way to put the brand in public. Applied with some energy, that kind of visibility can travel.
Launch the new identity in the open
Before the launch, managers and employees should understand the changes and be willing to live them. Set a date. Publish the news on social platforms and in a press release. Radio and newspapers can carry it too. The marketplace should hear the new identity, and the team should be ready to follow the new brand policies.
Rebranding changes how the business is seen from the outside. Look forward, stay with the change, and keep employees and customers clear on what is happening and how it will be carried out. Results follow the practical steps.
If a rebrand is on the table, our branding and creative design team can walk it with you.
Related service: Continue with this service
Where to go from here
We are a Pittsburgh production studio, and we come to you. If you want to keep going, start with the work, a call, or the free brand audit.