{"id":1300,"date":"2022-11-22T17:36:48","date_gmt":"2022-11-22T17:36:48","guid":{"rendered":"https:\/\/vinemarketing.com\/?p=1300"},"modified":"2022-11-22T17:40:28","modified_gmt":"2022-11-22T17:40:28","slug":"how-to-shape-a-new-brand-how-to-successfully-implement-your-new-brand","status":"publish","type":"post","link":"https:\/\/vinemarketing.com\/how-to-shape-a-new-brand-how-to-successfully-implement-your-new-brand\/","title":{"rendered":"How to Shape a New Brand: How to Successfully Implement your New Brand"},"content":{"rendered":"

In our last article,<\/a> we looked at reasons businesses often choose to rebrand and provided 4 top strategies to help you shape your new brand.<\/p>\n

In this article, we explore how to implement those strategies to effectively rebrand.<\/p>\n

Let’s first consider whether a partial or total rebrand is the best option for your company.<\/p>\n

Partial vs. Total Rebrand<\/h2>\n

Rebranding has to be done with caution, as the more established your business is, the more you will have to lose.<\/p>\n

When your business is more mature, a partial rebrand can help you maintain brand loyalty while refreshing your image.<\/p>\n

Rather than a complete rebrand, think of a partial rebrand as an adjustment to your visual brand identity that fits new products or markets.<\/p>\n

A partial rebrand can still be effective, however. Old Spice is a great example. Old Spice redefined its position in the market and has seen massive growth every year since repositioning the brand — while still retaining what made it so cool.<\/p>\n

A total rebrand, however, may be necessary if your company’s mission, vision, and values are changing drastically. For mergers, product overhauls, and other similar foundational changes, this option is typically appropriate.<\/p>\n

From your name to your purpose, market, and brand identity, everything is on the table.<\/p>\n

A partial rebrand is a quick touch-up; a total rebrand is a complete overhaul.<\/p>\n

The following five steps can help you successfully rebrand your business once you determine whether your business needs a partial or total revamp.<\/p>\n

1. Reestablish your brand’s audience and market.<\/h3>\n

As a result of extensive market research, including focus groups and analyzing the data, you have discovered something startling – your customers (or competitors) aren’t who you expected.<\/p>\n

Perhaps this is a demographic you never expected to engage with. Perhaps a new competitor has entered the market and is directly competing with your products or services.<\/p>\n

You have the data to prove it.<\/p>\n

Consider who is actually buying from you — and who they are buying from instead of you. Taking a look at this in comparison to your initial target market and audience might reveal some stark differences.<\/p>\n

When you’ve identified your actual market and audience, you can start rebranding your company to connect with customers (and outsmart your competitors).<\/p>\n

2. Redefine your company’s vision, mission, and values.<\/h3>\n

Do you know what you’re doing? Do you know how you are doing it, and why are you doing it?<\/p>\n

A rebrand requires you to re-evaluate your vision, mission, and values. It’s easy to take your message foundations for granted, but they can change over time.<\/p>\n

What once seemed set in stone can be completely undone by new products, priorities, services, or stakeholders.<\/p>\n

To figure out which parts of your company need a little love, analyze the following components.<\/p>\n

Vision<\/h4>\n

Here’s a big one. As the North Star of everything your company does, it’s essential you have a clear vision before moving forward – additionally, your vision may have evolved over time. While that’s fine, you must redefine your vision as soon as possible to ensure all your employees make decisions based on it.<\/p>\n

Rebranding affects everything from your website redesign to your hiring process.<\/p>\n

Mission<\/h4>\n

The vision is the what, the mission is the how. Maybe you’re still going in the same direction, but your approach has changed. Your company’s mission is its roadmap.<\/p>\n

A rebrand requires that your messaging change as well — just as crucial as vision.<\/p>\n

Sweetgreen, for example, uses its mission statement to describe the brand, from its advertisements to its press releases. This motto guides everything about Sweetgreen’s brand.<\/p>\n

Values<\/h4>\n

Values are the driving force behind your brand. It’s why you’re committed to your vision, and why you’re working towards it.<\/p>\n

As brands expand and change, some of their founding values may become unsustainable. You may need to update your company’s values if you can’t support your old ones or have come to prioritize new ones.<\/p>\n

Brand Voice<\/h4>\n

You will also need to change how you communicate the mission, vision, and values of your company during rebranding. Using the right vocabulary, tone, and voice for your brand is crucial. In other words, if what you’re saying is changing, then how you’re saying it will need to change, too.<\/p>\n

3. Rename your company during a rebrand.<\/h3>\n

It is a big undertaking to change your company’s name, one that can damage your brand recognition and organic search traffic. Make sure your post-rebrand strategy includes a plan for recovery if you’re renaming your company.<\/p>\n

In general, if your name still fits, you should keep it. However, if the name of your company doesn’t match its identity, it might be time to rethink it. For starters, here are some ideas to help make the renaming process a little less daunting:<\/p>\n