THE REBRANDING PROCESS FOR REBRAND SUCCESS

BRANDING

butterfly rebranding transformation

CONTENTS

18 min read

Rebranding is an exciting process.

At Canny, we love getting stuck into a rebranding project and helping businesses drive their vision forward.

We’ve worked on lots of great rebranding projects, each requiring something different.

There’s a few questions we always ask our clients.

‘Why are you rebranding?’

‘What are you trying to achieve from your rebranding?’

This helps give the project some focus, and keeps both us and our client on track.

It can be easy to get lost in the excitement of rebranding and deviate away from your main objectives.

Especially when there’s lots of nice new logos and packaging ideas flying around!

But as we’ve covered in another blog, your brand is A LOT more than just your logo.
rebranding process illustrated by people writing and pointing to graphs

Why Do Companies Choose to Rebrand?

We’ve covered this a lot in previous blog posts but it’s important to understand why companies choose to rebrand.

There’s a whole range of reasons why companies revamp their brand, either to increase sales, reconnect with customers, or to move away from a negative perception.

This was the case for Uber when they chose to rebrand following a thread of negative press.
For Uber, they needed to instill a sense of trust in their customers and encourage them to invest in their offering.

Rebranding gives companies the opportunity to do this, by turning your back on a previously negative image and reestablishing yourself as a credible company.

For Uber, the biggest change was their logo. By stripping back unnecessary detail and decoration it allowed the company to concentrate on what they were good at: delivering a high quality taxi service to customers.

But:

Is changing your logo enough for your rebrand?

Or does your brand need a lot more TLC?

This opens up the question – Do you need a brand refresh or a full rebrand?

If a few tweaks to your logo and some colour changes will do the job then opt for a brand refresh. But, if you want to make a bigger statement and reinforce your brand to the world then a full rebrand is definitely the way to go (and it’s more exciting).

It will depend on the needs and the budget of your business. Both should be carefully explored before diving into either option.

creative agency - planning the creative process

Why Is the Rebranding Process Important?

The rebranding process outlines every stage of your rebrand to make sure it meets your objectives.

It’s important to have a strategic, well thought out plan that keeps everything on track.

If you’re thinking about engaging a creative agency, you need to understand their rebranding process first.

This will affect who you choose to invest in as you need to feel supported throughout the project and feel confident that the agency understands what you’re trying to achieve.

Obviously, every agency is different when it comes to their rebranding process, but the priority should be the same: to create the best possible brand for your business.

Rebranding is exciting but it can also go very wrong.

Without following a rebranding process and identifying key goals and objectives from the outset, companies can lose their way.

Even the biggest companies aren’t immune from this risk.

weight watchers logo side by side comparison

Remember the Weight Watchers rebrand?

Don’t remember the Weight Watchers rebrand?

I’m not surprised. It wasn’t the most inspiring.

In their brand overhaul, they moved away from their iconic name ‘weight watchers’ and changed to ‘wellness and wellbeing’. They wanted to move away from the negative connotations of the old name and explore a new market.

In trying to capture a new type of clientele, they suffered great financial losses.

After all, people joining weight watchers want to lose weight.

Instead, the brand lost a whole load of money.

Weight Watchers aren’t the only rebranding failure. Many other companies have followed suit and made the same mistakes.

What is Canny Creative’s Rebranding Process?

Now you know why companies rebrand, and have weighed up whether you need a brand refresh or a full rebrand, let’s take a look at how we do it.

We’ve worked on lots of different rebranding projects from construction companies to a tuition service.

We’re sharing some of our case studies with you to show how we’ve helped brands reinvent themselves, so keep reading!

First, things first.

Let’s take a look at how we help companies rebrand.

Research

This is a core part of our rebranding process at Canny.

Without fully understanding your company, we can’t produce work that fully represents you. We dig deep into your industry, analysing your competitors and identifying what makes you different.

We ask ourselves:

  • ‘What are your competitors doing differently?’
  • ‘Are there any opportunities we can tap into here?’
  • ‘What are your unique selling points?’

We can then use this information to drive the strategy forward, ensuring your brand stands out against other companies offering a similar product or service.

As part of the research process, we also look at your customers.

Again, we ask ourselves:

  • ‘Where are your customers?’
  • ‘How are they accessing your product or service?’
  • ‘What are their interests?’

We dig deep into your target market, and develop your ideal customer persona. This outlines everything you need to know about your customer including their age, job role, interests, challenges, fears, favourite brands, and more.

It drills down into who you want your ideal customer to be to ensure any rebranding efforts are targeted and strategic.

We also look at your visuals, and decide what works and what doesn’t.

Maybe a certain style worked once upon a time, but now serves no purpose. We collate and reflect on these visuals, referring back to your rebranding strategy.

With any part of a rebrand, it always comes back to your strategy.

Everything, including your visuals, should communicate the message you want to tell customers. If you’re changing this message, then your visuals need to change too.

The information we gather in the research process drives the direction of your project moving forward. It underpins all concepts to ensure they’re fitting with your goal.
brand strategy notebook

Rebranding Strategy and Identity Design

Every good brand has a solid brand strategy.

This is key when it comes to your rebranding as you’re revisiting your brand strategy to set new goals and objectives.

If you’re driving the businesses into a new direction, then your brand strategy is your starting point. It helps you get to where you want to be and ensures all parties are on the same page.

When you’re working with an agency this is pivotal as everyone needs to understand the same plan of action. From visuals, to messaging, to content, it sets the overall direction and keeps your project on track.

Think of it as your absolute go-to when it comes to your rebranding.

At Canny, we can’t stress enough how important this is when it comes to getting your project right.

When we work with clients, we cover each area of the rebranding strategy.

This includes:

  • Your customer persona – As we’ve covered we dig into who your ideal customer is so we can position your branding around their needs. Without knowing who your customer is, how can you serve them the right way?
  • Competitor research – Find out what your competitors are up to and if there are any potential gaps that you could fill.
  • Brand positioning – This is where you sit in the marketplace and influences how customers see you. Are you a luxury, premium brand? How do you compare with your competitors?
  • Brand story – What are you trying to tell your customers? Your brand story is the meaning and message behind your brand. Customers need to understand your brand and feel a personal connection.
  • Brand values – This is what you believe in as a brand and sets you apart from your competitors.
  • Brand mission – Your brand mission helps you identify where you want to be and how you’re going to get there.
  • Brand touchpoints – Where will people access and interact with your brand? Touchpoints are any source where people come into contact with your brand, whether it’s through your website, social media, or blogs.
  • Brand messaging – This is how to tell your brand story and values to the rest of the world. It sets you apart from other brands and makes you unique.
  • Tone of voice – This relates to how you communicate with customers. You need to identify how you want people to perceive your brand. Are you corporate, conversational, or informative?

Once we have solidified your rebranding strategy, we work on the visual aspects of your brand.

This is how customers see your brand, before even reading any content.

Visuals are important as they are easily digestible.
canny logo

If your brand has strong visuals, you will be recognised anywhere by anyone as they will recognise colours and designs that are unique to your brand.

It’s a very powerful rebranding tool and should never be underestimated.

Our team of designers are experts in making your brand come alive. Working with you, we truly understand the importance of creating a strong brand identity.

Typically, our rebranding design projects include:

  • Logo design – The face of your brand. This is usually the first thing people see and as a visual, should be easily recognisable and understandable.
  • Colour Palette – This ties everything together. Your colour palette should be consistent throughout as it keeps your rebrand on brand.
  • Typography – This is key to the message you’re telling customers. Using a bespoke typography makes your brand distinctive.
  • Brand imagery/ icons – This is the aesthetic appearance of your brand and should connect the right messages to your target audience.
  • Stationery and promotional materials – Any marketing collateral should represent your rebrand and your new identity. This includes business cards, flyers, and product brochures.
  • Brand guidelines – The don of any rebrand. These guidelines govern your rebrand and make sure the general look and feel of your company is maintained.
  • Website design – The online face of your brand. Your website design should communicate your brand messages and appeal to your target audience.

In every stage of our rebranding process we encourage clients to be active participants, sharing ideas that will drive the project forward.

This is YOUR rebrand and we want you to be as excited about it as we are.
reviewing seo metrics on a laptop screen

Revisions and Review

With any rebranding project, things are going to change along the way.

It’s natural and provides an opportunity to reflect on current designs and see if there is room for improvement.

There’s always going to be little tweaks to be made here and there, and we’re passionate about creating the very best brand for you. We won’t just settle on ideas because they’re ‘done’.

And like any other stage of the process, we welcome your comments and feedback. If there’s something you’re not happy with or something you think could be improved, then let’s hear it.

We’re here to listen, and we’re here to respond.

As standard, we build time to revise projects into any rebranding process. This is key and provides us with the time to tie up any loose ends before making sure we’re 100% happy.

And that our clients are 100% happy.

As we touched on earlier, it can be easy to get lost in the excitement of the rebranding process.

Having this time to stop and reflect offers both parties the opportunity to revisit the project with a fresh perspective. If you’ve been looking at the designs for so long, it can be easy to overlook small things that could be improved.

By seeing the work come together as a whole, it’s more beneficial and effective than looking at different elements on their own.

This gives you a broader overview so you can see how the rebrand has come together.

It’s an exciting process as you get to see your ideas and visions come to life.

As part of our review, we also look at anything else you might need that could benefit your project. We’ll then help you plan accordingly for those things to ensure you have everything you need for launch.

Speaking of launch, let’s move onto the next part of Canny’s rebranding process.
huge festival stage with streamers dropping onto a full crowd of people

Delivery and Launch

Once all the revisions have been signed off and you’re happy, it’s time to deliver your project.

With any client, we prepare a range of files including print and web colours, prints and web formats, and clearly explain the difference between each.

We understand that clients might be new to this process so we take the time to explain each and every part of the process. Especially, if you’ve never worked with a branding agency before, this will be totally new to you.

You need to understand how the different files should be used to ensure your rebrand is a success.

Now, the exciting bit.

3… 2… 1… we have lift off!

You’re ready to launch your rebrand and let the world know you mean business.

There’s lots of different ways you can get your company name out there and establish yourself as a credible brand.

This is especially important in a rebranding campaign where customers will already know you as something else. By changing your brand identity, it’s important you let customers know about your new direction and what this means for your business.

From big launch parties, to small gatherings, to digital routes, we’ve supported clients on a range of launch campaigns.

We understand what it takes to make a bang, and how to get your rebrand taken seriously.

We work with you to plan a strategic launch that meets your objectives and gets you seen by the right people.

With any launch, you need to make the most of your rebrand and capture people’s interest. You’ve spent time, money, and effort on your rebranding campaign so don’t let it go to waste!

You should be proud of your business, and should want to tell as many people as possible about it.

someone using sticky notes to plan out their content

What Is the Value of Content Marketing?

So you’ve rebranded and it’s a success.

You’ve got great visuals, a new logo, and a brand story that’s really captured your target audience.

Job’s a good’un.

But how do you maintain this success and keep driving people to your company?

It’s not enough to just kick off a great rebranding campaign and then leave it floating, you need to stay fresh in your customers mind.

You want customers to engage with your brand, and ultimately invest in your offering. But how do you do this without being too salesy?

Content marketing is the best way to organically drive traffic to your website.

Without being pushy or trying to sell your product, it educates your customers and positions you as an expert in your field. This encourages customers to then invest in your offering as they trust you.

This is a great way to increase your sales conversions and is a lot less direct. Today’s average consumer is savvy, and will know straight away if they are being ‘sold’ something.

Also, by incorporating target keywords into your content marketing you can make sure your content is visible on google. These keywords are what users are putting into Google to search for different products or services.

People rarely browse past the first page on Google, so appearing in the first 10 search results increases the likelihood of customers clicking through to your website.

Content marketing is evergreen so never goes out of date. Good, targeted content will keep driving traffic to your website long after it’s been published.

Need help with your content marketing or wondering how it could benefit your project?

Get in touch with our friendly team and see how we can help.

You will see the results grow for yourself!

Canny Creative Rebranding Case Studies

At Canny, we’ve worked with some fantastic companies to help them rebrand.

Whether their image is looking out of date or they’re no longer connecting with their target audience, each project is entirely different.

That’s the exciting part of working at a branding agency!

Let’s take a look at two of our rebranding projects and how Canny helped them achieve their goals.

yardlink's new logo

Yardlink

First up is Yardlink.

They connect construction companies with plant and tool hire to keep their projects moving forward.

The problem?

Their old identity contained a misspelling in the brand name, previously written as ‘yardlynk’. This made no sense and added no value to the brand so it needed to go.

The misspelling also made Yardlink difficult to find on search engines and created confusion with customers.

Not ideal when you’re trying to connect with your target audience and get your name out there!

Yardlink also wanted to connect with a new audience, so employed our services to help them revamp their identity and explore these new markets.

The solution?

We needed to put Yardlink firmly on the map and drive customers to the website, so we of course changed their brand name. We corrected the spelling so it was easily searchable and made sense to customers.
The brand was also in need of some modernisation.

Other consumer delivery brands had a distinctive brand identity and colour palette so we did the same for Yardlink.

By creating a distinctive, burnt orange colour combined with a blue palette, the brand fits into the world of construction whilst presenting a memorable and unique aesthetic.

Job well done (if we say so ourselves!)

redbridge logo

Redbridge Tuition

Moving onto Redbridge Tuition.

As a tuition service, they aim to bring the best out of children’s abilities across the UK.

The problem?

Their previous branding, RTG, was stale and corporate. It didn’t reflect who they wanted to be and didn’t appeal to their core audience of parents and students.

When they approached Canny, they wanted us to breathe new life into their existing brand to help them better connect with their customers.

The solution?

First, we scrapped the RTG acronym and brought both Redbridge Tuition and Redbridge Publishing to life which made the brand more appealing and approachable.

The new identity is both playful and professional to target their audience of affluent parents and students.

Their logo uses a hand drawn mark and bright colour palette which engages children, yet works beautifully across printed resources that will be used by adults.

This is a great example of rebranding as Redbridge Tuition identified a problem in its connection with customers and resolved it.

How Does Canny Creative Work With Clients?

When it comes to your rebranding, we need to get it right.

There needs to be a purpose driving your rebranding forward and everyone involved in the process needs to be on the same page.

To achieve this, we work closely with each and every one of our clients.

We pride ourselves on not just being an agency, but an extended part of your team.

  • Partnership over profit – We truly value your creative input and want clients to be actively involved at every stage of the project. We’re in regular contact with our clients and believe working collaboratively is the most effective way to achieve your goals.
  • Small but mighty – As a close knit team we’re versatile, flexible, and adaptable. We can respond to your needs, ensuring there is always someone at the end of the phone ready to answer your most burning questions.
  • Awesome design always – We’re called Canny Creative for a reason. Believe it or not, we’re passionate about creativity and making your project the very best it can be. We deliver awesome output, every single time.
  • We’re people people, and want clients to feel comfortable approaching us and asking questions at any stage of the project.

    Want to put a face to the name?

    Take a look at our team of experts and read the all important stuff about us including what we like to watch on Netflix.

    You’ll see we’re a pretty friendly bunch!

    Conclusion: Canny Creative Rebranding Process

    The rebranding process is at the core of any rebrand.

    Without understanding how a branding agency handles this process, it can be difficult to know who to invest in.

    You need to feel confident that the agency can drive your business forward and achieve the best results.

    And it’s not just about sales.

    Of course this is important for any business, but you also want to work with a company who truly values you. A company who appreciates your input, and encourages you to bring YOUR ideas to the table.

    It’s a collaboration and a shared goal.

    If you’re thinking about rebranding your company but are unsure where to start, get in touch with a member of the team today and see how we can help!