New company name? New product? An old brand that needs a refresh?
If you’re in any of these transition stages, you know they can be tough to navigate. It’s like when you go through a bad breakup and feel compelled to change your hairstyle and reinvent yourself. Where do you start? Luckily for you, I’ve been through rebounding and rebranding and have your next steps all mapped out.
A good brand communicates a lot of things on a lot of levels. Way before any design gets done, you should determine what you want to communicate about your company or product. Eventually, you’ll need to bring in an internal designer, agency, or freelancer. So get prepared to answer these questions:
Like that post-breakup makeover, a rebrand is all about the change and what makes you unique. It’s important to take an even deeper look at your company or product and think about how its identity is differentiated from its old self or its competitors. Here are some questions to get you started:
Branding is a very collaborative process, so hopefully, you haven’t been tasked to rock this project solo. From the start, a successful branding project should involve 3-5 key team members. If the team is smaller than that, you’re probably missing out on important direction, ideas, and feedback. If the team is bigger than that, you’ll probably run into analysis paralysis and be drowned in competing thoughts. Make sure each team member has a deep understanding of your company or product, the marketplace it competes in, and maybe even some basic understanding of design. Most importantly, know how you’re going to make the final call — who is the decision-maker?
That said, branding does impact the whole company, so you probably want to think about how to involve more folks to improve buy-in with the end result. Maybe there’s an optional survey when you’re close to your chosen logo concept. Maybe there’s a big company-wide release party when the new brand launches. The sooner you think about these things, the smoother it’ll be down the road.
Bringing in strategic and design expertise to help with a branding project can be daunting. How do you know you’re picking the right partner to create your company’s very public image? While vetting agencies, make sure you really grill them on the following: