About this article

Read time:

4 minutes

Category:

Client success, Guides and advice, Opinion, Sector knowledge

Rebranding right

Embarking on a rebrand is a big decision and not one to be taken lightly. Chances are, you’ll probably have enlisted the services of a professional designer to get the sophisticated and polished new look your brand deserves. Rebranding is a significant step, so it’s important to invest the funds and time into ensuring you get your desired result at the end of the project.

Your branding is about more than just logos and colours. Your messaging, values and objectives all need to be reflected consistently throughout your new branding, so it can be incredibly beneficial to get your comms agency involved in the process. As an integrated PR agency specialising in B2B communications, we’ve been lucky to be involved in a diverse range of branding projects over the years. One example is the work we did with IT service management company, Redcentric, to cement their new brand following a period of acquisitions. Skout implemented a staggered media outreach programme to integrate the brand and reinforce messages consistently.

With so many different things to consider, successfully rolling out a rebrand across your organisation is certainly no mean feat! Here are our tips to help you get rebranding right.

 

  1. Get everything out on the table

Think – what exactly do you want your rebrand to convey? What are your main objectives? Bring key stakeholders together with your designer and comms agency for an initial brainstorm to share ideas and messaging.

  1. It needs to be better, not just different

Why are you rebranding? Whether you feel your current branding is outdated and no longer reflects your company, or whether you need to reflect a key structural change like a merger, it needs to be an improvement on what you had before. If you’re not sure how bold to be, why not ask your designer to use their creative license? Communicating your brand to someone with a fresh perspective can generate some fresh ideas you may not have considered before.

  1. Consider your customer

Change isn’t always received well, but it’s important to get your customers on board and ensure that your new brand conveys the right messages. It might be helpful to pull together a focus group so you can receive direct feedback from the people that matter most. It’s not always a case of completely changing what you have. Is there a certain element of your branding that works particularly well for you, or something your customers have always associated with you? Try to amplify it!

  1. Where is your brand?

Once you’ve nailed the new identity, rolling it out consistently is key. You need to be thorough in replacing the traces of your old branding, so start by making a list of all the places you have a presence. Think far and wide – your website, social media, online directories, marketing collateral, business stationery etc. It’s a big job, which brings us to…

  1. Time

Give yourself plenty! The devil is in the detail with a rebrand and it can take so much longer than you originally might have thought, especially once you’ve taken into account the numerous rounds of feedback. Be patient and committed to getting the results you really want. Avoid giving yourself strict timescales or launch dates until you’re entirely sure your rebrand is complete and ready to show off to the world.

 

A rebrand can be a demanding task, but getting your comms agency on board straight away can help move the project in the right direction and ensure your key messaging is portrayed effectively.

About this article

Read time:

4 minutes

Category:

Client success, Guides and advice, Opinion, Sector knowledge

Skout’s 2024 Annual Offsite: Glitz, glamour and mystery

Why is tech news only happy when it rains?

Browse more blog posts

Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....
Posted on
byLee Simpson
Priority Consultants share further insights into the media landscape in India, from the booming print media, to regional trade publications. Mitabh, last time we spoke about the Indian tech sector and areas which you’re seeing high growth in currently. But thinking more about the work you do for your tech clients. What do you see as some of the key...
Posted on
byLee Simpson
Meeting PR agencies from different regions around the world is something we are always keen to explore. Whether that’s to work in partnership with one another, or simply to understand and learn more about their region. We recently spoke to Mitabh Saud, director of India Operations at Priority Consultants about why India’s tech sector is booming, and what the future...
Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...
Posted on
bySkout team
Why was Operations your chosen career? I realised that Business Operations and Finance is the ideal path for me as I’ve always been passionate about finance and business, and I really love problem-solving. I love the challenging nature of the role and it is incredibly satisfying for my numerical mind to tackle challenges and turn them into opportunities for growth....
Posted on
byRebecca Brown
There is no denying that Josh Cole Bolland is an early starter. He started working as a freelance photographer and graphic designer aged just 16 and lived the dream, working with bands and musicians. He opened his own photographic studio just two years later and gradually integrated graphic design and video into the mix before he was joined in the...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.