A rebrand is one of the more expensive and disruptive things a business can do to itself. Done well, it can reposition a company, make it look as good as it actually is and give the team something to rally behind. Done badly, it confuses customers, costs far more than planned and leaves old logos lurking on vans and invoices for years. Taking time to prepare for a rebrand avoids most of that.
The difference usually comes down to how well you prepare for a rebrand. Most of the hard thinking should happen before a designer draws anything.
This guide covers how to prepare for a rebrand before any design starts: checking a rebrand is the right answer, deciding how far to go, auditing where your brand appears and planning how the change will roll out.
Make sure a rebrand is the answer
Start by writing down the problem you’re trying to solve. Good reasons for a rebrand include:
- The business has changed: new services, new markets, a merger or new ownership.
- Your brand looks noticeably less professional than the work you deliver.
- Customers misunderstand what you do because of your name or visual identity.
- You’re struggling to stand out from competitors who look very similar.
- The current brand is inconsistent, with several versions of the logo and no clear rules.
Less convincing reasons include boredom, a new manager wanting to make their mark, or a hope that a new logo will fix a sales problem that’s really about pricing, service or marketing. A rebrand won’t fix a product people don’t want.
If the problem is mainly inconsistency, you might need a brand refresh and proper guidelines rather than a full rebrand.
Decide on the scope
“Rebrand” covers a wide range of projects. Be clear which one you’re doing.
Refresh
You keep the core of your identity but tidy it up. The logo might be redrawn, colours updated, fonts modernised. Customers still recognise you. This is lower risk and lower cost.
Full visual rebrand
New logo, colours, typography and visual style, but the same name and broadly the same positioning. Recognition takes a hit at first, so rollout matters more.
Strategic rebrand
Everything is on the table: name, positioning, messaging, tone of voice and visual identity. This is the biggest project, and the one where it pays most to prepare for a rebrand carefully, especially if the name changes, because of trade mark checks, domain names and legal paperwork.
Decide what you’re keeping before you decide what you’re changing. Equity in a name or colour that customers recognise is worth something, even if you’re tired of it.
Gather the evidence
Good branding work is based on more than opinions about fonts. Before briefing anyone, gather:
- Customer views. A handful of short conversations with customers about why they chose you, what they value and how they’d describe you will tell you more than any internal workshop.
- Team views. Staff who deal with customers often know exactly where the current brand causes confusion.
- Competitor review. Collect screenshots of competitors’ websites, logos and ads. Look for patterns so you know what to avoid.
- Business direction. Where do you want the business to be in three to five years? The brand should fit where you’re going, not just where you are.
Audit every place your brand appears
This is the step people skip when they prepare for a rebrand, and it’s the one that causes the most pain later. Make a list of everywhere your current brand lives. It will be longer than you expect. Typical items include:
- Website, favicon and email templates.
- Email signatures and document templates for letters, quotes and invoices.
- Social media profiles, cover images and profile photos.
- Google Business Profile and directory listings.
- Signage, window graphics and internal signs.
- Vehicle graphics.
- Uniforms and workwear.
- Business cards, letterheads, compliment slips and stationery.
- Brochures, price lists and sales presentations.
- Packaging, labels and product inserts.
- Exhibition stands, banners and promotional merchandise.
- Software and systems that show your logo, such as booking tools, invoicing platforms and customer portals.
Put the list in a spreadsheet with columns for the item, quantity, who supplies it and roughly what replacement costs. This turns a vague idea into a realistic budget and stops surprises halfway through.
Check the practical and legal details
If the name is changing, there’s more to consider. Check that the new name isn’t already registered as a trade mark in your area of business, that a suitable domain name is available, and that social handles can be secured. If your company name is changing, there are Companies House steps, and you’ll need to update bank details, contracts, insurance and anything else in the old name. Take proper legal advice on trade marks rather than relying on a quick search.
Plan the rollout before you start the design
There are two broad approaches.
- Big bang: everything changes on one launch date. It makes a clear statement but needs a lot of coordination and budget up front.
- Phased: high-visibility items change first, such as the website, social profiles, email signatures and main signage. Lower-visibility items are replaced as stock runs out or as they’d naturally be renewed.
Most small and medium businesses go for a phased approach, and that’s fine. Use your audit to rank items by visibility and cost, then plan the phases. Run down stocks of printed items before launch where you can, rather than ordering another five thousand letterheads with the old logo.
Plan how you’ll tell people too: customers, suppliers and your own team. Staff should understand the reasons for the change and see the new brand before the public does.
Set a realistic budget and timeline
The design work is often the smaller part of the total cost. Signage, vehicle graphics, workwear and website changes add up quickly. Use the audit to cost the rollout, and allow time for design development, feedback, legal checks, production lead times and installation.
How to prepare for a rebrand: checklist
- We’ve written down the specific problem the rebrand needs to solve.
- We’ve decided whether this is a refresh, visual rebrand or strategic rebrand.
- We know what we’re keeping from the current brand.
- We’ve spoken to customers and staff about the current brand.
- Competitor branding has been collected and reviewed.
- Every brand touchpoint is listed in an audit spreadsheet with costs.
- If the name is changing, trade marks, domains and handles have been checked with proper advice.
- We’ve chosen a big bang or phased rollout and ranked items by priority.
- Print stock is being run down ahead of launch.
- There’s a plan for telling staff, customers and suppliers.
- The budget covers rollout, not just design.
Where to go from here
Once you prepare for a rebrand this way, you’ll brief designers far more clearly and avoid the most common rebrand headaches. Our rebranding service covers the strategy and design, plus the rollout items most businesses need, from the website to signage and stationery.
