I’ve recently been working on some rebranding for my new clients, which takes a lot of thought, research and collaboration between myself and the client. It got me thinking about how my son has recently gone through a rebrand, too. He has switched football teams, from a blue northern team to a red team in London.
Here are a few key principles that apply to both switching football teams and rebranding your business:
1. Be prepared to invest some money.
The new football kit wasn’t cheap. With branding, you get what you pay for. Don’t scrimp and make sure your designer or branding consultant knows their stuff. You should spend some time briefing your designer/consultant so that they’re really clear on what you’re hoping to achieve through your brand. The last thing you want is your exciting, new branding to be the complete opposite of what you hoped for.
2. Make sure your brand can grow with you.
My son’s new kit is aged 7-8, so I’m hoping to get a few seasons out of it. With your new business branding, think about how you want your business to grow. Will the new branding work if your business undergoes significant growth?
3. Pin-point the reason why you’re rebranding.
My son couldn’t keep his blue football kit anymore, so he had to rebrand. In a similar way, you should think about why you’ve decided to rebrand, what it will mean for your company, and how you intend to do so. For example, are you rebranding to create a stronger brand identity? Pin-pointing these specific reasons will help you create your plan of action while focusing on your end goal.
4. Don’t ditch it all!
There may be one or two elements of your original branding – such as your brand voice – that you want to keep (or adapt or amplify even more) to work within your new branding. For example, my son’s football kit colour and team has changed, but he’s kept his trusty football boots!
5. Tell your team.
You need to be prepared to let go of most of your original brand assets, and this also means making sure your team and all employees are aware of the rebranding changes. You should set a date that all email signatures and employee business cards, for example, will be updated to the new branding.
6. Before you commit, make sure you’re happy!
We spent weeks debating which football team my son could support after moving on from the blue team. We decided that following Grandad’s team would be the best, as they are pretty good (apparently). Before making an investment in your new branding, make sure you’re confident that it represents you and what you stand for because it’ll be with you for a really long time. If you’re happy with it, you’ll be confident and proud to launch it.
7. Get advice from someone in-the-know.
Be prepared for lots of people to tell you what they think. Your mum, brother, cousin and even a few friends will probably give you an opinion or two about your new branding, but make sure you get advice and collaborate with someone in-the-know about branding. My son was getting lots of mixed messages from his school friends and family about which football team he should support but, in the end, he took advice from someone who knows a lot about football: his grandad.
8. Be consistent.
If you’re rebranding, it means you’re rebranding. So, all business cards, your website, signage, vehicle graphics, social channels and any other business stationery has to be updated to reflect your new branding. Consistency is a must, otherwise you risk confusing customers. My son’s been extremely consistent about his football team rebrand… there are no more posters of the blue northern team in his bedroom anymore!
Please drop me a message if you have a question about branding… just don’t ask me anything about football!