Rebranding – The Method

I’ve had a few messages from people asking for a bit of advice on the method of rebranding, the pitfalls, what to avoid etc. So I decided to write this article which I hope a few will find useful.

For many rebranding is a scary affair.

There’s the worry of costs as well as the hassle not only of what’s involved in the re-branding process but all the printed material, digital changes etc. There is also the issue of acceptance.

Rebranding done right is exciting, very exciting. Change, not just for the sake of change, but change at the right time and for the right reasons. Change is fresh, change is good, change moves things forward and change makes things happen.

No change = no movement = boring.

So how and when do you rebrand?

Like anything design or technical related it’s a trend what looked great 7 years ago (as the Original Fruitful logo may it now rest in peace) doesn’t look as good now, things have moved on, fashion has changed. Recognising time for a change is essential in moving forward.

The new design represents you, you have to love it, it’s what you will hold up as beacon of what you are, what you stand for, what you believe in, it needs to sum up what you represent and fill you with pride.

One phrase I really don’t like is “it’s just business” no it is not just business, it’s a big chunk of your life, you spend more time working than at home, it is a big part of who you are. The logo is your flag that you hold up high.

Once you realise this you are ready for the rebrand. We are not all designers, but what hopefully you can do is explain the vision clearly, what the company represents what is its unique selling point. If you can’t do that then you need to have a serious think about what you are actually doing as you might be wasting your time and be better off doing something else.

Once you have a clear vision and can convey it, you are ready.

This next part is important…

Avoid the emperor’s new clothes

One of my pet dislikes are designers that make up some cock and bull story about their work, to justify it not making a good first impression on you. More often than not this is some made up rubbish they convoluted afterwards.

It’s simple, if the design is right it will jump out at you, you will just know it. You don’t need the words. Remember, you can’t give that story to every person when they see your logo, so don’t let it cloud your judgment.

Design is subjective

Is it? Really is it? Maybe, maybe not. I always think if you get design right, everyone will appreciate it, it might not be to their taste but they will never the less appreciate that it is good design. If this is true, then what that leaves is the execution method within the design which makes a bad design and dare I say it, if you find yourself in this place then I’m sorry but you have picked a bad designer to do the job for you.

Good designers for me are like celebrities, you just know when you’re in the presence of them, they are quick witted, very clever, and full of ideas.

In summary it’s simple

• Get the timing right
• Be clear what you stand for
• Trust your first impression
• Choose the right designer

This is the start of a very exciting journey, a new chapter.

Good luck!