When it comes time to rebrand your business, part of the process involves developing a new visual identity system that represents the values and attributes that reflect the new brand. While you may know your audience and what message you now want to transmit, the challenge may be creating that visual to showcase what you represent. Here are some best practices for visually rebranding your business.

Put the Compelling Story Into the Visuals

Hatchbuck, a customer relationship management solution for small businesses founded in 2012, just underwent its first rebrand. Hatchbuck avoided the lowercase wordmark that software companies use so often and told a different story that represents its journey and what it offers customers.

Its new logo, which pairs an uppercase company name with an emblem of a diver helmet, is what the company determined would best tell its brand's story and represent its audience. Hatchbuck Chief Sales and Marketing Officer Jonathan Herrick notes, "The hero of our story isn't sales and marketing software. It's the small business owner. They are the creators -- creating jobs, innovation, and a legacy to leave behind. The iconic diver helmet logo is a direct nod to them, their willingness to take risks and propel their business forward."

Along with the logo changes, the company inserted a new tagline that also represented its story. The tagline, "Seize the Opportunity," again focuses on telling the story of the customer, the self-made owner who does whatever it takes to succeed. With the customer central to everything the company does, it makes sense for it to tell a compelling story that reflects that positioning.

Keep It Simple and Consistent

Whatever you do, don't complicate the new visuals with too many components as if you need to explain every aspect of why it's different. Let your audience figure out some of it, and stick to a basic visual display of the symbolic attributes it represents. Less is definitely more when it comes to your brand's visual identity system.

Wherever you share that rebrand, make sure the color, spacing, and overall design, including any textual components, are exactly the same no matter the platform or channel. Anything slightly different will be instantly noticed and questioned. Because some places may display only black-and-white brand logos and identities, ensure that the elements are aligned and reflect the color version. The last thing you want is confusion to set in with your audience, and consistency will reassure them while they process what your rebrand means.

Create a Brand Guidebook

To help your team deliver the new brand visual within its marketing work or through any other use, make sure you have developed a brand guidebook on how to display it. Of course, in the digital age, you can make this a digital guidebook so it can be shared easily and accessed in your cloud library. Think of it as a visual reference for the exact colors, spacing, and size for various applications, including oversize elements, clothing, digital representations, and more.

Go Beyond Textual Identity

Sure, everything is content, but when it comes to your rebranding, the visuals you use need to go beyond a tagline and words. It's pictures, color, and moving images that can truly resonate and make the new version of your brand stick in the minds of your target audience.

These visuals create emotion and speak volumes about what you are conveying. Offering a short video on your social media sites and website is a great way to release the new brand. Think of it as you would a movie preview -- hit the highlights with a dramatic voiceover and music intended to captivate the audience.

Share the New Brand Everywhere and Often

There is nothing wrong with sharing this visual rebrand everywhere and as often as possible. Hit everyone with the new look and feel by sharing it with anyone who will listen and look. You never know when and how you can win new customers, and the rebrand may catch the attention of prospects who had passed by when the old brand visuals didn't resonate with them. Use the narrative as a story to help the audience remember it, get attached, and share it with their social circles.

Published on: May 17, 2017
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