A logo change does not constitute a rebrand.
Rebranding means redefining the way you communicate your company’s identity. And when you change the way you communicate your identity, you need to ensure that it aligns with your existing customers, prospects, and of course, all stakeholders. Because there are so many involved parties, it’s crucial that your rebrand is communicated effectively (both internally and externally). Potential issues resulting from not communicating your rebrand:
- Making customers feel out of the loop or confused
- Making investors or employees feel like their opinion doesn’t matter
Benefits of announcing your rebrand:
- You can leverage the announcement to promote brand awareness
- You can use the announcement as a way to engage existing customers
Make sure you communicate the why behind your new image. If you can’t identify the why, you probably shouldn’t be rebranding.
Contributors: Jeffrey Bumbales from Credibly