From brand strategy to your overall messaging, there’s plenty that goes into a successful business brand. Whether you’re overhauling your logo or adding new services to your business menu, there are several factors to consider before you make any final decisions about your new brand image.
Remember, your current brand identity is how your customers perceive your company, so you'll want to think about how your brand will thrive or falter during a rebrand. To help, 15 members of Forbes Human Resources Council discuss what to consider before you begin to rebrand your business.
Forbes Human Resources Council members weigh in.
Photos courtesy of individual members.1. DEI Commitments
How will the rebrand reflect your DEI commitment to both your internal employee brand and external image for candidates? Most companies struggle with diversity hiring and forget the role that a brand can play in that struggle. Whether social media presence, online footprint or consumer promise, your brand needs to tell your story of inclusivity. Also, be aware of how your brand compares to others in your space. - Sarah Peiker, Orion Talent
2. Your Business's Current Reputation
When considering a rebrand, think through your current reputation in the community, your industry and your employer brand. You have a chance to reinvent yourself. What are some common misconceptions that you want to get right? What are the points that you have to correct or clarify? Get clear on who you are and how you want to be viewed and focus on that with communication and messaging. - Nicole Roberts, MVAH Partners, LLC
3. The Overall Vision
You have to set time to do a reflection on your purpose, vision and mission. It is imperative to understand with clarity your drive and purpose, specifically how it connects to you and the business you operate. Also, understand what tools and people you can work with to help guide you with your rebrand. - Chandran Fernando, Matrix360 Inc.
4. The Rebrand's Impact
Understanding what you intend to achieve by rebranding is imperative. As you have established your brand's existing reputation and loyalty to its former reputation, the most important factor to consider is whether the change will positively or negatively impact your brand and support its goals and objectives. Failing to consider the former could be catastrophic to the brand's continued success. - JacLyn Pagnotta, Allied Partners
Forbes Human Resources Council is an invitation-only organization for HR executives across all industries. Do I qualify?
5. The 'Why' Behind The Rebrand
One factor to consider before you begin to rebrand your business is: Why is a rebrand necessary? With this information, decision-makers should ensure that their rebranding remains flexible and responsive to future needs to prevent the need from arising once again. An appropriate rebrand should appeal to clients, stakeholders and employees to ensure that each population implements the rebrand. - Alden Coffin, Forward Merch LLC
6. What Makes Your Business Unique
What's your niche? What makes your business unique and sets you apart? Don't water down all the wonderful aspects about you and your team. Instead, show all the sides of the business. When you think about building your business, capitalize on your knowledge, skills and abilities. Experience and track records are important to consumers. Use your "it factor" in the rebrand for success. - Nakisha Griffin, Neustar Security Services
7. Risks Of Rebranding
Know the risks of rebranding, and have a plan to address them. For example, if you want to target other types of customers, buyer personas or industries, make sure that you’ve done thorough market research beforehand. Only then will you be able to think about redesigning your website, choosing a new logo and refining messaging in a way that truly speaks to them. - Graham Glass, CYPHER LEARNING
8. Your Employer Brand
Organizations shouldn't overlook how your rebrand intersects with employer branding—as it relates to how job seekers, job candidates, as well as current and former employees view your organization as a place to work. It’s critical that outward branding is in sync with your organization as an employer. Pay just as much attention to what your employees are saying as your customers. - Joshua Siler, HiringThing
9. The Rebrand's Effect On Current Operations
The workload impact and productivity sacrifices it will take to execute the rebranding must be considered before the decision is made. Once that is determined, you will be able to consider the true operational impact. With that, you can evaluate if it is ultimately worth it. What problem are you trying to solve with the rebrand and is it worth the operational hit to get there? - Megan Leasher, Talent Plus
10. Your Customers
If you want to grow, it is important to consider the needs of your customers and make changes accordingly. Think about what’s working and what’s not. If you have a business that is struggling, it may be time for some changes. But if you have an established company with loyal customers, there may not be much need for change. - Leigh Yanocha, Knopman Marks Financial Training
11. The Final Goal
The biggest factor to consider before rebranding is the ultimate goal of the rebrand, and what must change in order to accomplish this. As the saying goes, if it’s not broken, don’t fix it. What is it about the old brand that isn’t working? Once this is identified, you can focus on updating or changing the elements that will further the company’s mission and a total rebrand may not be necessary. - John Feldmann, Insperity
12. The Core Purpose Of The Rebrand
Establish your core purpose by making sure you are clear on your "why" and let the rebranding propel you through the "how." Engaging employees at all levels to establish a strong core purpose that clearly communicates your "why" builds buy-in and will support and grow your brand authentically. In addition, this serves to focus employees on the core initiatives that should guide the work that they do. - Brandy Marshall, Franklin Pierce School District
13. Clear Communication Pathways
What's the goal of rebranding? Making sure you are super clear on this is critical as it will guide your communication strategy. A successful rebrand needs robust communication and mixed messages will be counterproductive. - Natalie Gleeson, LIWA Trading Enterprises LLC
14. Employee Feedback
Rally your employees and get their input or buy-in before rebranding your business. The business is part of their identity, too, so surveying employees to understand how they feel about a name change and communicating how it could benefit them is key. Keeping employees updated on the process and soliciting feedback once names or looks are narrowed down can foster a sense of pride and boost engagement. - Niki Jorgensen, Insperity
15. Internal Education And Strategy
When planning to rebrand, a comprehensive internal communication strategy must be developed and implemented to educate and inform employees. Get their "take" on the rebranding; learn what issues they see so that you can avoid misalignment when the rebrand is officially rolled out to the public. Employees at all levels possess knowledge that can make a rebranding more successful than imagined! - Niki Ramirez, HRAnswers.org
