The process of rebranding can be time-consuming and challenging, but it is important to go through a thoughtful exercise to ensure it is effective. Whether rebranding your whole business or a specific product, print is a necessary aspect of rebranding.
What is rebranding?
Rebranding is a marketing strategy that updates the image and identity of a product or company. You can rebrand a product line, service offered, or an entire business. Rebranding can be the creation of a new name, terminology, symbol, logo, design, concept, or a combination of all.
Changing your business's overall look or aesthetic can be a big part of rebranding.
Logos- When a company does a full rebrand it often changes the logo. This is to convey to customers and potential customers that there has been a change to the brand. It has become popular for brands to make their logo simpler or even make it look retro/vintage for a nostalgic effect.
Colors- During a rebrand, it is often a risk to change the company colors. Colors are a huge factor in brand recognition. It is often best to stick with the company's original color palette across all products and platforms.
Tagline- Typically, a rebrand results from a new direction or desired perception of the brand. A new or altered tagline can help articulate what the rebrand means. Taglines should be short and clearly state the brand’s purpose or service.
To rebrand or not to rebrand?
The decision of whether to rebrand a product or company can be tough. Aside from the time that goes into developing the rebrand, it can often be costly and there are risks involved with making changes to an established brand.
A few reasons rebranding might be the right choice:
1. Sales are stagnant or dropping. A rebrand can provide a jolt to sales with the introduction of something “new” and exciting for customers.
2. To stand out against competitors. Over time, brands in similar industries may utilize elements from their competitors that start to make them all seem the same. A rebrand is an opportunity to create something that stands out.
3. Outdated brand image. A brand can inevitably look dated over time with changing trends and technologies. A rebrand allows the opportunity to create something fresh and current.
4. Repositioning. It may be time to reevaluate where the brand or product lives in the market and adjust the marketing strategy.
5. Changing markets. Markets change over time, and it affects how customers perceive brands. What may have worked years ago may not be relevant in today’s market.
6. Redefining your audience. Like repositioning, redefining your audience can help determine whether your brand or product is still relevant or needs an update. People change, and it may require a brand to change as well.
Target Market and Demographic
When deciding if rebranding is the correct marketing strategy for your company, it is important to research how it will affect your target market. Will the target market or demographic of your brand or product change due to rebranding?
If the answer is yes, further research must be done to develop a promising marketing strategy. Different marketing and print materials will be needed depending on the change in demographic.
Brand recognition is vital to a product or company. Brand recognition involves the acknowledgment of a company’s overall message within its design elements and marketing features. It is important to be able to maintain brand awareness when rebranding. A drastic rebrand may call for more costly marketing tactics from loss of brand recognition.
A common mistake during rebranding is ‘modernizing’ a brand. This is often a mistake due to loss of brand recognition and loss of the original brand appeal. Customer loyalty and brand recognition are important assets to maintain.
Print Needed for Rebranding
When rebranding, print needs to be updated to match the rebrand. Business stationery, promotional materials, event materials, and product print materials must all be updated post-rebrand. Essential print materials that always need to stay current with information while staying on brand are:
Campaign print materials
Promotional print materials
Mailers (announcing the rebrand, promotions, etc.)
Working with a commercial printer
Now that you know what items you need to be printed when rebranding, the next step is finding a commercial printer to work with. It is important to come prepared with updated logos, graphics, and print materials. Make sure that files are high-resolution, sized accordingly, and in file types that lend themselves well to editing. Size, finish, and all other print details can be discussed with whomever you chose to print. If you need help creating new designs for your rebrand, the printer will be able to help and give creative advice!
Contact us to get started on your rebranding print materials!
Written by Omega High-Impact Print Solutions’ Marketing Associate, Ava Hoch.