“Is our brand still the best reflection of who we are?”
If that’s the question you are asking yourself about your small business, it may be time to consider a rebrand.
I am sharing with you a complete rebranding checklist you can use. Starting from deciding whether you need to revamp your brand, right down to whether you need to.
But first, let’s start with when you should consider a rebrand and what are the different types of rebranding.
Why rebrand, anyway?
Maybe your target audience has shifted a bit—or maybe it’s done a whole 180. Or perhaps those industry trends are pulling you in a new, exciting direction.
Whatever sparks the idea, you need to figure out the ‘why’ behind your decision to rebrand. Because that will determine how you go about the process.
Rebranding isn’t just about shaking things up; it’s about realignment and growth.
It’s a chance to reintroduce yourself to the world in a way that says, “This is who we are now—nice to meet you again!” But to get there, you’ve got to ask the right questions:
1. Has your market changed?
Are you facing new competitors or are there new technologies you need to adapt to?
2. What about your audience?
Are you still targeting to the same demographic you initially did, or has your core audience evolved? Do you still understand their current needs, preferences, and expectations?
3. How are you perceived?
How does your audience think of you right now? Is this perception helping you achieve your business objectives?
4. What are your growth ambitions?
Are there new markets or sectors you want to explore? How, or even if, can a rebrand help you reach these?
5. Does your current brand align with your values and mission?
Have your company’s purpose and brand values evolved since you last addressed your branding? Does your brand still resonate with these core principles?
6. Does your message still resonate?
Is your messaging clear, and does it effectively communicate what you stand for? Is your uniqueness clearly understood?
7. Do your visuals still match your identity?
Does your current logo, color scheme, and overall design reflect your core identity? Are these elements consistent across all your platforms and marketing materials?
8. Has your business changed in any way?
Think about your business model, operations, or even products and services. Is your core business operations and goals different from what it was before? Then you might need a rebrand to reflect your new business.
It sounds like a lot, I know!
But you have to get clear over here because when you understand where you are, you will know where you need to go and how.
Pro Tip:
In my experience, most of the time the reason behind a rebrand is that the brand looks a bit outdated and/ or doesn’t resonate with its audience anymore.
So most brands, at some time or the other, have to work on a rebranding exercise. Here are some examples of brand evolution and rebranding.
Different types of rebranding
Let’s break down the types of rebranding that might be just the right fit for your small business.
1. Full rebrand
As the name suggests, this type of rebrand is a complete makeover of the brand.
You go to the fundamentals of the brand and change it completely, maybe even the name.
This type of rebrand is not so common and is usually associated with a big company change. For example, in the structure, place of operation, or when it merges with another company.
A good example of a full rebrand is the change of Facebook to Meta.
2. Partial rebrand or refresh
Some branding experts make big distinctions between these two terms, but for me they are similar.
A partial rebrand or refresh is when you tweak certain things in your brand to make it more modern, up-to-date, or to resonate better with your audience.
But you don’t strip it down and change it completely.
Maybe you update some core brand concepts like your mission or vision, maybe you refresh your colors, or simply modernize your brand look and feel.
Essentially, you just give your brand a little facelift, and make it look fresh and relevant.
Here’s an example of the Semrush rebrand, my favorite SEO tool.
- It changed its name from SEMRush to Semrush
- It made the visual identity more energetic and bold
- It also launched new tools and features
- It tweaked the logo slightly to make it more modern and minimalistic
And here is an example of a rebranding campaign I did for my client, Svalinn.
- The brand personality evolved to be more energetic, modern, fresh, and bold
- The color palette stayed green and grey, but to match the personalty, the colors were made bolder and sharper
- The logo was made more modern and dynamic as well, to add the edginess
- The brand tone of voice was also changed to meet the brand personality
Related: Business vs brand
The 7-step small business rebranding checklist
Ready to get started? Let’s go through all the checklist points.
1. Dive into research
I hate to break it to you, but its homework time. You cannot do a successful rebrand without doing a bit of research.
It’s like mapping out a journey; you wouldn’t start driving without knowing the route, right? So, let’s break down what you need to focus on.
Latest trends
I say you have to know about the trends, but it’s more about knowing them so you can stay ahead.
Trends can guide you toward new opportunities or show you what pitfalls to avoid.
So, think of these questions before you start your rebrand process.
- What are the latest developments in your industry?
- How are emerging technologies influencing customer expectations?
- What trends are on the rise, and which ones are fading?
Competition research
Knowing your competition is crucial, not just to differentiate yourself but to learn and adapt. Do a good research of brands similar to yours, What’s working and what can be better?
Is there any point on which your brand can stand out?
- Look at their branding, marketing strategies, customer reviews, and social media engagement.
- Identify gaps in their offerings. Where can you do better? What can you offer that they don’t?
- Learn from their successes and mistakes. Use their experiences to refine your approach.
This isn’t about copying—it’s about understanding the playing field and finding your unique position on it.
Target audience
Just like with launching a brand, rebranding is all about knowing your audience.
Has your target audience shifted? Maybe your brand has evolved, or new products appeal to a different demographic.
Dig deeper into your audience’s needs, desires, pain points, and expectations. This will help you tailor your brand to truly resonate.
Diving into research like this might seem daunting, but it’s really crucial to getting started with a successful rebrand.
2. Refine your vision and mission
Pro Tip:
Your mission and vision are big statements. You should look at changing them only if there is an absolute need.
Updating these isn’t just about changing a few words; it’s about ensuring your brand’s core values really speak to both your audience and your team. So before you go and change them, think:
Are your vision and mission statements still capturing the essence of what your brand stands for?
Remember, these aren’t just fancy sentences tucked away on your website; they should guide every business and brand decision.
Now, as your business grows and evolves, so do the landscapes in which you operate. Your original vision might not fully capture where you are today or where you’re heading tomorrow.
So if the current one is not working for you, it’s time for a change.
Here’s a simple plan to get you started:
- Collect feedback: What does your team think about the current vision and mission? They are key stakeholders of your brand and experience it everyday. Talk to them about their insights and ideas.
- Simplify and focus: Refine your vision and mission to be clear and impactful. They should quickly tell your story and drive home what makes your brand special.
Often, refining core brand pillars like the mission and vision is not about changing the whole thing but just making small tweaks to refresh your brand story.
Take the Brand Clarity Audit
A reality check to uncover what's holding your brand and business back from the recognition and scale it deserves.
3. Spruce up your brand identity
Now comes the fun part—giving your brand a fresh look! This is where you get to play with all the visual and messaging elements that make your brand stand out.
Refreshing your brand identity isn’t just about looking pretty; it’s about making sure everything about your brand screams “you” and connects effectively with your audience.
Sometimes, all you need is a little refresh to keep things current. Other times, you might need a complete makeover.
Here are the key elements to consider refreshing:
Name and logo: Do they still fit?
Your brand is not your logo, but your brand name and logo are the first things people notice.
So, ask yourself, do they still represent who you are today? Does it align with the message you want to convey? Or does it feel a bit outdated?
If the answer is yes, it may be time for a redesign.
Collaborate with strategic brand designers to create something that’s both modern and true to your brand’s essence. Think about what you want your brand to communicate at first glance.
Colors, designs, and brand elements: What vibes are you sending out?
Colors trigger emotions and set the mood. Are your current brand colors reflecting the right emotions associated with your brand?
Your brand elements are the key elements that communicate your brand’s personality and values.
So relook at all your brand imagery and brainstorm with your team about which elements to tweak exactly.
I would recommend that unless really necessary, avoid changing your brand designs completely.
Go with small tweaks, gradually, so your audience doesn’t get completely confused.
Messaging: How are you talking to your customers?
Your brand messaging is how you communicate who you are and what you stand for. It’s the voice of your brand.
So, is it clear, catchy, and true to what your brand is all about?
Relook your brand positioning statement to make sure it clearly conveys your brand’s value proposition.
Refine your messaging if necessary to use language that’s engaging and relatable for your audience, and to ensure your brand mapping is accurate.
Take the Brand Clarity Audit
A reality check to uncover what's holding your brand and business back from the recognition and scale it deserves.
Marketing channels: Is your brand consistently reflected everywhere?
Consistency is key when it comes to branding, especially across all your marketing channels. Whether it’s social media, your website, or physical materials, your brand should look and feel the same everywhere.
Make sure all your marketing channels reflect your brand’s identity and messaging accurately.
4. Don’t forget the legal stuff
It might not be the most thrilling part of a rebrand, but it’s absolutely essential.
First of all, protect your brand. If you have changed your logo and name, you might need to trademark it.
I got a lot of requests from Chinese domains asking if they could use it to launch websites like weignitegrowth.cn.
Umm…no?
To be honest, I didn’t go ahead and trademark it. But depending on your industry and area of operations you might need to.
5. Get everyone on board
A rebrand isn’t just about changing your public face—it’s about ensuring your entire team is aligned with the new vision.
Your team members are your brand ambassadors, so they need to be just as excited about the change as you are.
Ideally, when you do the rebranding exercise, you should be talking to your team through it, collect their feedback and insights.
And when it’s done, share it with them in a clear and structured manner. Clearly help them understand what the new brand stands for, and how they can apply it in their roles and in customer interaction.
Try to help them feel connected to the new brand and its values.
Prepare brand documents like a brand platform document, brand guidelines, and a brand kit, to help them refer to the new brand easily.
6. Launch it to the world
The big reveal! After all the planning and hard work, it’s time to show off your new brand. This is your moment to make a strong impression, so make it count.
Revamp your brand application
Your marketing materials, business cards, email signatures are how you share your brand with the world.
So, all material, from brochures to ads needs to be updated to match your new identity. The new materials should be consistent in design and messaging across all platforms.
Update your website and social media
Your brand website and social media profiles are often the first places people will encounter your new brand.
So make sure you redesign your website to reflect the new brand. Update all social media platforms with new images, bios, and branding.
Related: Small business website design examples
Plan the reveal: How will you introduce your new brand to the world?
This is where you get to be creative!
Will you trickle out your new brand slowly, or will you do a splashy campaign that grabs attention and gets people talking?
How you do the reveal depends on how much rebranding you do, partial or a complete makeover.
If you do tiny tweaks, then just do it slowly and gradually, refining as you go.
If you do a major overhaul, I would suggest you do a rebranding campaign to announce it to your audience.
Create lots of content around it, share it by email, on social media…the works.
Your communication strategy is very important in a rebranding exercise, to keep everyone on the same page.
7. Get feedback and adjust
Once your rebrand is out in the world, the work isn’t over. It’s important to monitor how it’s being received and be ready to make adjustments as needed.
Carefully observe your audience’s reaction to your rebrand. Listen to feedback from customers and stakeholders, and find common themes in the feedback that need addressing.
Remember we started with why you need rebranding? Go back to those goals.
Are you meeting them? For example, are you tracking changes in customer engagement, sales, and brand awareness?
Track all the metrics that are important to your brand’s success.
Sometimes, despite the best planning, things might not go exactly as expected. Be prepared to make changes if certain aspects of the rebrand aren’t resonating.
Summary and conclusion
Here is a summary of the full rebranding checklist.
- Dive into research
- Refine your vision and mission
- Spruce up your brand identity
- Don’t forget the legal stuff
- Get everyone on board
- Launch it to the world
- Get feedback and adjust
Once again, remember that you don’t have to change all the elements in the list, just the ones applicable to you.
And do your rebranding in a structured manner.
Start with your goals, lay out a strategy, implement the steps, and refine as necessary. Enlist the help of a brand strategist if you’re not sure where to start.
Did you do a rebranding exercise before? Do share your experiences and comments!
