Four Steps for Rebranding
When I decided to do away with my old freelancing identity and create The Bloc Creative, I started out by searching online for tips on what steps I should take. When that didn’t produce many results, I made my own list. These steps also work well for first-time branding, if you’re just getting started.
Step 1: Create your new identity.
Do you want to update your old identity or to start over? Either way, consider which aspects of your old identity would help create a strong new brand, if any. Brainstorm for qualities you want your identity to portray, and if you are starting over, carefully choose a name that best fits these qualities.
This part of the process should not be rushed, as it is the foundation for your entire identity. I’ve found it helpful to take breaks, for hours or even days. When you come back to it, you’ll have a clearer mind ready to reevaluate.
When you’ve chosen the name, sit down and write. Write about what makes your brand unique, the reasons behind the name, and your values. I also wrote up a business plan for our future, planned out our design process, and prepared a FAQ.
Step 2: Build your image.
Now you need a new logo and identity pieces like business cards.
If you are not a graphic designer, hire a good one. Your logo is one of the most visible aspects of your business and should not be taken lightly. Discuss the the qualities and strengths behind your brand with the designer, and trust them to portray those qualities well.
If you are a graphic designer, start sketching on paper and stay away from the computer until you have a good solid sketch to work from. As with the previous step, give it time and take breaks before moving on to the computer.
Another part of this step is to determine your brand image. You’ll need to decide which colors, style, and communications will be associated with your identity. Your logo is a good source for these, but you may even want to determine them before beginning the logo. Everything about your identity should reflect the qualities and values you chose in the first step.
Step 3: Update or create a web presence.
In today’s web-centric culture, it is an unspoken rule that a real business must have a website. But if you know nothing about web design, this is not an area you can afford to DIY either. Good web developers not only know how to code a website, they also know a lot about making it usable and attractive.
But if you’re a young freelancer like myself, you probably can’t afford to hire a web developer. Thankfully, there are other options.
- Ask a friend. Do you know a developer who would be willing to trade services or give you a discount? Don’t expect them to do it for free, as web design is a lot of work, but you might get a better deal than elsewhere.
- Simplify. Another option is to use an app like Apple’s iWeb, which requires no web knowledge and is decently customizable. If you choose this route, I suggest upgrading to a real website as soon as you can afford it.
- Build it yourself. If you have some web experience and are willing to learn more, you will likely be able to pull off a decent site. There are loads of resources online, some of which I used in the process of building my own site.
In addition to your website, you might want to enter the social networking scene. Sites like Twitter and Facebook are the most well-known, but there are many others, including professional ones like LinkedIn. If you already have profiles on these sites, be sure to update them with your new identity, information, and website.
Step 4: Publicize.
Now that you’ve built your brand and established a web presence, it’s time to let everyone know. The best way to do this is to send out an e-newsletter, about which Collis Ta’eed wrote an excellent article over at FreelanceSwitch. There are many other ways to publicize your new brand depending on your industry, so be creative.
If you’re rebranding a business with clients, be certain that they are informed of the change and what it means for them. They will likely be impressed by what you’ve done and may even send more business your way!
Congratulations!
You’ve successfully rebranded, and now you can start acting on the plans you made in Step 1. Did you discover any other steps I missed? Feel free to leave a comment below. I’d love to hear about your experience!
Leave a comment: