3 Steps to Re-Branding Your Company

Sometimes, you hear that a company announces that they are planning a rebranding initiative. You might wonder what exactly this means. Are they changing their logo, their brand colors or maybe even adding some additional brand touchpoints like signage or event banners to the brand?

What might often be overlooked is what a rebranding initiative really entails. Rebranding is the changing of a company's brand's identity. A company's Brand Identity includes everything from why the company is in business, how they operate and what they are offering. Rebranding a company can be compared to a person not only changing the person's cloth. It is more like a person decides to go to different restaurants, changing the job, getting new friends or even changing a partner. Here are the three basic steps to rebrand your company:

Research how people see your brand by looking at your Brand Image.
Review and re-define your Brand Identity.
Hire a graphic designer to create your Brand Personality (marketing touchpoints).

Step #1 and #2 can be done simultaneously or even switched around – depending on the reason for your re-branding. Here is a great interview about a re-branding initiative in the hospitality industry with Robert Warman, CEO of Langham Hospitality Group:

Once you have created and documented your company's brand identity you can hire a designer to create your Brand Personality by creating your new logo, brand colors, and fonts:

Now, tell people about your new brand:

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