Creating a rebranding strategy: how we did it
Rebrands take a lot of time and effort, but they are a breeze if you know the strategic process to follow. Read about our own rebrand and how we built our rebranding strategy.
What we included in our rebranding strategy
A crucial part of any rebranding strategy is updating your brand guidelines. You can’t create content or adapt your website without first knowing what you stand for, strategically and visually. This will also help your team work more cohesively throughout the process.
At the very least, your brand guidelines should include:
John Murphy, Managing Director of RightMarket
Bear in mind that your archetypes define how you do things as a brand. But they don’t represent your product, your audience or your own personal brand.
Your values should be as specific as possible. They might not even change as part of the rebranding process. Because even as the world and markets change, your values are basic principles that’ll always stay the same. They’ll impact everything in your business – from your tone of voice to your visual identity, the partnerships you’ll make to the events you’ll create.
When you’ve defined and documented the core of your brand, you can move on to the visual identity part of the rebranding strategy. The choice of colours, fonts and imagery you make must match your core principles.
In our case, our palette is predominantly blue to emphasize our “knowledge” value. It also works for trust and safety, in line with our focus on compliance and our “sage” archetype.
It’s important to keep accessibility in mind when revisiting your brand colour palette, particularly for public sector bodies. As a general rule, you want to make sure you’re not excluding anyone from having an equal experience.
Your choice of fonts and colour pairings can affect people with visual or cognitive impairment. So, among other things, you need enough contrast to ensure everybody can see and read your content properly. Use Accessible Brand Colours to check how compliant your colours are in relation to each other.
As you can imagine, this is just one of the reasons you can’t plug accessibility at the end of your process. You must have it in mind straight from the start, or you’ll end up having to do it all over again.
Finding the right imagery for your rebrand can be difficult. The style needs to be visually consistent. It needs to make sense given the nature of your activity, and preferably, it shouldn’t cost half of your annual budget.
Based on your archetypes (yes, them again), you can decide what the best options are for you:
Tone of voice
In our case, simplicity is helping us clarify what we’re trying to achieve. It’s a great way for us to do an internal check-up, and avoid saying nothing at all with too many words.
We even have a section in our brand guidelines to ensure simplicity and consistency throughout our communications.
What we wanted to achieve with our rebrand strategy
Simplicity & guidance
We wanted simplicity for sure, but we also needed to put guidance in place. As much as we enjoy the learning process, we also like to share what we know. So the blog takes a big part of our site.
Each site has its own measures of success depending on the original objectives. For us, the ability to generate leads is one of these measures. So we reduced the number of pages on our site so that you’d find your way more easily. We now have a “product” page to explain what you can do with our Onlin Brand Centre. And we have a “Project Discovery” page to walk you through Project discovery. We know our clients love this step so we decided to give it more space than we did before.
So, before making changes to your website, review what’s really needed and make sure you know what the objectives are. Whether you decide to work alone or get help, the process will be much easier if you know what your objectives are.
To make a strategic rebrand, you have to work in stages. First, brand guidelines. Then, changes onto your website and social channels. Don’t hesitate to take your time. This is an important investment to rally people to your cause in a coherent manner.
This takes a lot of time and effort that is often ignored in the rush of creating Marketing materials. Which is why RightMarket’s Brand Centre is built to help you protect the hard work that went into your brand – from visual identity to tone of voice. Find out how we can help.