What Really Goes into a Rebrand: 10 Steps to Successfully Launch a New Brand

It's been two months since I launched our new brand, and I absolutely love it. It was the best investment I've made in my business, but it's also the most expensive purchase I've made so far. I am sharing my recent rebranding experience in the hope that it helps guide your decision if you're contemplating a rebrand. It was a challenging task, considering that establishing the first brand was already quite challenging. However, I've managed to simplify the process into ten steps while still acknowledging that it's a complex, time-consuming, and costly process that shouldn't be taken lightly. So, let's dive into it, but don't worry, I won't scare you off entirely!

1. Accepting that it's necessary

The first and most challenging step is accepting that a rebrand is necessary. This realization often comes from recognizing that your current brand no longer aligns with your business's vision, values, or market position. It's a tough pill to swallow, but once you acknowledge this need, you can move forward with clarity and purpose. My first brand was ultimately DIY, and although it was good enough to use, the whole time, I felt like an imposter. My brand felt like what I thought people wanted versus what represented me and my values.

2. Finding the right vendors

Selecting the right vendors to help with your rebrand is crucial. From graphic designers to marketing strategists, the experts you choose will significantly impact the outcome. Take your time to research, interview, and find vendors whose vision aligns with yours.  This partnership will be the foundation of your rebranding success. I am so grateful to the fabulous women-owned businesses (Design by Amuse Design Studio and Photography by Hued the Colorful Agency) that brought my brand to life! They helped me get out of my head and bring my ideas to fruition. Talking about yourself and your vision can be challenging, so working with people who get it and can help visualize it is critical. 

3. Parting with the funds

Rebranding is a significant financial investment. On average, a rebrand can run you as much as $10K! It can be daunting to allocate substantial funds to this endeavor, but viewing it as an investment in your business's future is essential. Budget wisely and understand that the long-term benefits will justify the costs. You definitely don’t need to spend $10K, but I believe you get what you pay for, so make sure that no matter how much you spend, you’re getting the best return on your investment. 

4. Digging deep and defining who you are

This step involves introspection and a thorough analysis of your business. Define your core values, mission, and vision. Understand your target audience and what sets you apart from the competition. This clarity will guide every aspect of your rebranding process. Ultimately, you want your brand to help tell your story while differentiating you from your competitors. The main difference between your company and another one is YOU! So, your personality needs to be woven into your brand assets. 

5. Advocating for your brand and your purpose

As you work with your vendors, continuously advocate for your brand and its purpose. Provide constructive feedback, ensure your voice is heard, and never lose sight of your “why.” Your involvement is critical to ensuring the rebrand reflects your true essence. Don’t take the backseat in your rebrand process; speak up and voice your concerns when something doesn’t seem right or fit. Your vendors are experts, but they aren’t mind readers, so it’s not their fault if things go south because of your lack of input. They are used to getting feedback, so when you're giving critiques, be respectful and clear about what you’re looking for. Your vendors want this project to be a success since it’s a reflection of their work, too, so speak up, and you'll get what you want. 

6. Making the tough calls

Rebranding involves many decisions, from selecting logos to choosing taglines. These decisions can be challenging, but being decisive and confident in your choices is essential. Remember, you can't please everyone, so focus on what best represents your brand. While it’s tempting to gain consensus from your friends and family, ultimately, the decision comes down to you. Your company is your baby, and you’ll make the right call, even if it doesn’t always feel like it. 

7. Photo Shoot

A rebrand often includes fresh visuals, which means scheduling a photo shoot. Plan and execute this step meticulously, ensuring the new imagery aligns with your brand’s identity. High-quality visuals are crucial for making a solid impression. I recommend making a shot list that includes types of headshots needed, content visuals, and B roll images that you can use for evergreen needs and your website. To make the photos really capture your essence, include items you already own and wear a wardrobe that makes you feel confident and like yourself. 

8. All the Updates

Updating all brand-related materials can be tedious. This includes your website, social media profiles, business cards, and any other branded assets. Ensure consistency across all platforms to reinforce your new brand identity. 

9. Sharing it with the world

Once everything is in place, it’s time to unveil your new brand to the world. Plan a strategic launch to maximize impact. This could involve a combination of social media announcements, email newsletters, press releases, and events. Make it a celebration and engage your audience with your new identity. For a month, I dedicated all our social media content to explaining and sharing our brand process. It was so fun to share it with our audience, and I was shocked to see how many people cared. 

10. Keeping Your Word

A rebrand is not just about a new look but a renewed commitment to your brand’s promises. Ensure that your business continues to deliver on its promises and uphold the values that your new brand represents. Consistency and authenticity are key to maintaining the trust and loyalty of your customers. Every time I create content, I think back to our three core values: freedom, simplicity, and making a difference. It keeps me grounded and makes sure that I’m not sharing random stuff all the time. My whole brand ethos is for my clients to regain their freedom, find simplicity in the complex, and ultimately see a difference in their lives. Anything that doesn’t create that feeling goes to the back burner.

Well, that’s all ten steps! If you follow this, I feel confident that your rebrand will be a success. Rebranding is a journey that requires dedication, investment, and a clear vision. While it may seem daunting, the rewards can be tremendous, breathing new life into your business and setting you up for success. I hope my experience and these steps help guide you through your rebranding process should you decide to take the plunge. Happy rebranding!