Things to Consider before a Rebrand Project

 In Business, Design

So, you’ve established that you’re in need of a new brand identity–which is, of course, not only a highly visual choice, but also a conceptual one. You’ve just made some important decisions, and building a brand is a large undertaking–so congratulations! We’re glad you recognized that there are a lot of resources out there, and we’re happy to offer our expertise and help in any way we can.

In the case of a rebrand, attempt to identify what your current brand/logo is lacking. Are you seeking a rebrand because you have changed the core mission of your organization? Are you considering a name change? Or are you craving a refreshed look and feel?

First and foremost, our advice is to define the brand in the clearest, simplest language possible. This will make things easier when collaborating with others who are probably not as knowledgeable about it as you. Pare down your mission, values, and purpose. Think about what you do and why it matters. Who is your target audience and who are your key competitors? Think about what differentiates you from your competitors, and how you help your target audience with what you do and who you are.

Consider what factors make you distinct, and tell your brand story. Remember: narrative draws people in and makes them feel connected. How did your brand come to fruition? Why is there a need for it? What is the ‘personality’ of the brand? If you had to drill it all down to a few key descriptors, what would they be? Keep it concise, and be as honest as possible with yourself. This will ensure that your brand is coming from an authentic place.

Need some inspiration? Check out our CMG story here!

What feeling or message do you want your logo to convey to those who view it? This can be a hard question to answer–it is sometimes difficult to drill down on a specific emotion. The more specific, the better. Keep in mind, however, that a visual portrayal of emotion is often abstract and subjective, and everyone may not see the same thing. A tagline can help further define/focus a brand and augment the visual identity. Additions such as photography can add emotion as well.

Recognize the power of design. Realize that even if your initial ideas are good ones, unless you’ve had design training, and/or are well-versed in creative software, you probably don’t have the ability to produce a robust visual identity single-handedly. Also, even if you have specific colors or imagery in mind for your brand identity and logo, we recommend keeping an open mind. A designer may think of an option you love that you had not previously considered. Also, thinking about what existing brand identities appeal to you and why can be helpful in the design process.

Building a brand is a process, and a clear, consistent brand takes time to create. If you’re looking to get the process started, get in touch with us today!

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Originally from Pittsburgh, PA, Carly will graduate from the University of Michigan next year with a Bachelor of Fine Arts and a Minor in Business. She is excited about combining functions of the left and right sides of the brain by studying the interplay between business and creative practices. Other areas of interest include fashion, writing, painting, and yoga.

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