We all need a change of pace now and then: a new haircut, a fresh coat of paint, perhaps a new outfit. The same goes for our businesses. While consistency in your messaging and branding is key, every so often your business may need a facelift. It’s time for a rebrand.

Depending on how old your business is, you may not have paid much attention to your branding in a while. After all, consistency is key. But if you’re just launching your business or startup, you may find that some rebranding or tuning is needed as you unveil new products, services, or pivot into a new direction.

Wherever your reason for rebranding, the last thing you want is to end up with something you’re not satisfied with, that doesn’t meet the needs of your business, or simply doesn’t connect with your customers. It’s expensive, not to mention confusing. You need a game plan to nail your company’s rebrand.

Luckily enough, we have that game plan. We’re going to walk you through the basics to a successful rebrand you’ll be satisfied with, your customers will love, and that will serve you and your bottom line for years down the line.

Key Considerations for Your Company’s Rebrand

The good news is that the very same rules that helped guide your first branding can—and should—apply to your rebrand. The key difference is that you are taking an established brand and developing a new, perhaps differentiated identity. So, you must take into consideration a few things.

• Is your company changing its business in a meaningful way? Some rebrands are initiated by a pivot in a company’s mission, products, or services. In these cases, rebranding may offer you a chance to reach new customers, and it may be important to ensure the new brand is distinct and different from the old. If you have no plans to adjust your business model, then staying close to the old look and feel may be best to ensure you stay familiar to your client base.
• Are you hoping to tap into a specific market? Expanding your customer base to tap into a new market can provide insight as to the rebranding decisions you should make. For example, if your target demo is women ages 35-49 and you’re looking to tap into the 18-34 market, your rebrand will look a lot different than if you’re looking to reach women ages 50-64.
• Do you have the design and marketing resources on hand to tackle the job? Rebranding can be expensive, and it can be easy to decide in the moment not to spend all that money. Indeed, some business owners pass the task along to an intern who knows Photoshop, or treat it as a decision by committee that the whole team can take on. While we appreciate the spirit, it’s good to be realistic about the design and marketing muscle you have on staff. While it may cost more, you may find outsourcing the task is worth it in the long term, as the rebrand will likely be more effective in reaching your goals.

Rebrand Like an Expert

A rebranding is a big moment for your business. It’s an opportunity to reach new customers, to delight old ones, to reestablish your company’s personality, and to simply start a new chapter. And the last thing you need is to rebrand, then re-rebrand, then re-re-rebrand, and so on.

But with the right considerations, you can nail your company’s rebrand like an expert. And trust us: There is no better feeling.