Rebranding Your Small Business

Rebranding Your Small Business

The first question a small business should ask itself (more accurately the small business owner) is why is it rebranding, and what it hopes to achieve from the rebranding process. While rebranding will help you engage with new audiences, and win new customers from key audience groups you are looking to stimulate a response from – rebranding will not ‘save’ a business.

A small business may begin it’s life as one thing, though over the course of time it morphs into something else, perhaps with a completely different focus and value set and far away from the original intentions of the business set out to achieve. Which is ok if it’s making tons of money, though not so if things are dire.

The reasons a small business would rebrand are various. While a strong brand makes it more likely your target audience will choose your products and services over your competition, though again it won’t save a business with critical core issues. COG Branding understand that brand strength is key to success for most businesses, though it isn’t the silver bullet. A great brand will attract more customers, reduce the need to advertise off a cheaper price and attract a more premium frequent.

It’s for this reason COG Branding are focused on connecting brand to business. We know it is a sustainable way to approach longevity and efficiency in business.

What is rebranding?

Rebranding is the process of changing the image or identity of a brand, often including changes to the brand’s name, logo, and marketing materials. Rebranding can be done for a variety of reasons, such as to better reflect the values or mission of a company, to update the brand to appeal to a changing market, or to distance the brand from negative associations. Rebranding can be a significant undertaking, as it involves communicating the changes to customers and other stakeholders, and it can have a major impact on the perception and reputation of the brand.

Can a small business rebrand itself?

Yes, small businesses can certainly rebrand themselves. In fact, rebranding can be particularly important for small businesses, as it can help them to stand out in a crowded market, attract new customers, and differentiate themselves from their competitors. Rebranding can also help small businesses to evolve and grow as they change and adapt to new market conditions.

However, it’s important to approach rebranding carefully, as it can be a significant undertaking and can have a major impact on the business. It’s a good idea to start by clearly defining the goals and objectives of the rebranding effort, and to develop a detailed plan that outlines the steps involved in the process. This might include conducting market research to understand the needs and preferences of your target audience, identifying the key messages and values that you want to communicate through your brand, and developing new branding materials such as a logo and website.

It’s also important to communicate the rebranding effort to your customers and other stakeholders, so that they are aware of the changes and understand the reasons behind them. This can be done through a variety of channels, such as social media, email marketing, and public relations efforts. By approaching rebranding strategically and thoughtfully, small businesses can effectively rebrand themselves and position themselves for long-term success.

How would a small business rebrand itself?

Here are six steps that a small business can take to rebrand itself:

1. Define your goals and objectives: Before starting the rebranding process, it’s important to have a clear understanding of what you hope to achieve through the rebranding effort. This might include attracting new customers, differentiating yourself from competitors, or positioning your business for future growth.
2. Conduct market research: Gather information about your target audience, including their needs, preferences, and buying behaviours. This can help you to better understand what makes your business unique, and how you can position your brand to appeal to your target market.
3. Develop a brand strategy: Based on your goals and market research, create a brand strategy that outlines the key messages and values that you want to communicate through your brand. This might include your brand’s positioning, messaging, and visual identity.
4. Create a new visual identity: Develop a new logo and other branding materials, such as a website and social media graphics, that reflect your brand strategy and appeal to your target audience.
5. Communicate the rebranding effort: Inform your customers and other stakeholders about the rebranding process, and make sure they understand the reasons behind the changes. This can be done through a variety of channels, such as social media, email marketing, and public relations efforts.
6. Implement the new branding: Once you have developed your new branding materials, make sure to consistently use them in all of your marketing and communication efforts, both online and offline.

COG Branding follows these steps and more when we commence a rebranding project for a small Australian businesses. Our focus is to effectively rebrand our clients brands and position them for long-term success.

What are the benefits for a small business to rebrand?

There are several benefits that a small business can gain from rebranding. COG Branding rebranding solutions provide businesses that may have gone through a merger or acquisition, or enter a new market for instance with a new brand the required strategic path to a creative brand refresh solution. Below the eight key focus filters we run through in the discovery and immersion phase of the rebranding project.

• Do we need to attract new customers: Rebranding can help a small business to stand out in a crowded market and attract new customers who may not have been aware of the business before. By updating your branding materials and messaging, you can better communicate the unique value that your business offers and attract customers who are interested in what you have to offer.
• Do we need to differentiate from our competitors: Rebranding can also help a small business to differentiate itself from its competitors and establish a unique identity in the market. By developing a strong and distinctive brand, you can set yourself apart from other businesses in your industry and position yourself as a leader.
• Do we need to evolve with the market: Rebranding can also help a small business to adapt and evolve as the market changes. By updating your branding materials and messaging to better reflect the needs and preferences of your target audience, you can stay relevant and continue to attract customers as the market shifts.
• Do we need to improve customer loyalty: Rebranding can also help to improve customer loyalty by showing that your business is committed to continuous improvement and staying current. By consistently updating your branding materials and messaging, you can demonstrate to your customers that you are a forward-thinking and innovative business that is committed to meeting their needs.
• Do we have to boost sales: Ultimately, rebranding can help to boost sales by making your business more appealing and relevant to your target audience. By effectively communicating the value that your business offers, you can increase customer interest and drive more sales.

Check out a rebranding project of COG Branding’s here.

What sort of help should a small business get when thinking about rebranding?

For many small businesses there is information overload out there, and the questions of where to start the rebranding process can be difficult to understand. There are a number of ways that a small business can get help when thinking about rebranding. 

A small business can hire a leading Sydney branding agency like COG Branding. A branding agency can provide expertise and guidance on the rebranding process, including conducting market research, developing a brand strategy, and creating new branding materials.

A business owner can select to work with a graphic designer, as a designer can help with the visual aspects of rebranding, such as creating a new logo and other branding materials. Often a designer will know or work with a Marketing Professional. A marketing professional can provide insights and guidance on how to effectively communicate the rebranding effort to customers and other stakeholders, and help to develop a marketing plan to support the rebranding process.

Part of the rebranding process should included seeking feedback from customers. By engaging with customers and soliciting their feedback it can help a small business to better understand the needs and preferences of their target audience, and to develop branding materials that resonate with them.

This can also be included under a key category of the rebranding project as research and insight. Researching industry best practices and seeking out examples of successful rebranding efforts in your industry can provide valuable insights and ideas for your own rebranding efforts.

By seeking out the right help and resources, small businesses can effectively navigate the rebranding process and position themselves for success.

Is it expensive for a small business to rebrand itself?

Many of of COG Branding clients are not to sure what a Sydney design agency charges for a rebranding project. The cost of rebranding for a small business can vary significantly depending on the scope and complexity of the rebranding effort. Some of the factors that can impact the cost of rebranding include:

• The extent of the rebranding effort: A full rebranding effort that includes changes to the business name, logo, and other branding materials is likely to be more expensive than a more limited effort that focuses on updating just one or two elements of the brand.
• The resources required: The resources required for rebranding can include market research, design work, and marketing efforts to communicate the rebranding to customers and other stakeholders. These resources can add to the cost of the rebranding effort.
• The level of expertise required: If a small business requires specialised expertise, such as from a branding agency or a designer, this can also impact the cost of rebranding.

Overall, the cost of rebranding for a small business can range from a few hundred dollars to several thousand dollars or more, depending on the specific needs and goals of the business. It’s important for small businesses to carefully consider the costs and benefits of rebranding, and to carefully plan and budget for the process to ensure that it aligns with their overall business goals and objectives.

Here is a list of benefits that rebranding will achieve for a small business.

It’s a top ten list of benefits specifically for Australian small business though can be attributed to most brands and business.

1. Attracting new customers
2. Differentiating from competitors
3. Evolving with the market
4. Improving customer loyalty
5. Boosting sales
6. Enhancing the reputation and image of the business
7. Aligning the brand with the values and mission of the business
8. Positioning the business for future growth and success
9. Distancing the brand from negative associations
10. Improving internal cohesion and motivation among employees by providing a fresh focus and direction for the business.

How long would a rebranding project usually take?

As a leading brand design agency our clients often consult us on rebranding projects, and the first questions is how long will it take? The length of a rebranding project can vary significantly depending on the scope and complexity of the rebranding effort. Some rebranding projects may be relatively quick and straightforward, while others may be more involved and take longer to complete.

Factors that can impact the duration of a rebranding project include the extent of the rebranding effort. A full rebranding effort that includes changes to the business name, logo, and other branding materials is likely to take longer than a more limited effort that focuses on updating just one or two elements of the brand.

What is also key to the process that impacts how long the rebranding design project will take is what sort of resources available. The resources available to support the rebranding effort, such as market research, design work, and marketing efforts to communicate the rebranding to customers and other stakeholders, can impact the duration of the project.

COG Branding are a top Sydney design agency and we offer a top level of expertise, as it’s generally required for high stakes rebranding campaigns. If a small business requires specialised expertise, such as from a branding agency or a designer, this can also impact the length of the rebranding project.

Overall, it’s difficult to give a specific timeline for a rebranding project, as it will depend on the specific needs and goals of the business. It’s important for small businesses to carefully plan and budget for the rebranding process, and to be realistic about the time and resources that will be required to complete the project.

What are some of the professionals involved in rebranding a small business?

Sometimes there is a blurred line on how to choose a design agency, understanding what a marketing agency does, and what a branding agency does. Plus, there are a variety of professional job titles of those people who might be involved in rebranding a small business. COG Branding is a full service brand marketing agency that has a professional in each of these areas, so we understand the confusion for our clients.

• Branding strategist: A branding strategist is responsible for developing the overall brand strategy for a business, including identifying the key messages and values that the brand should communicate, and developing a plan for implementing the rebranding effort.
• Marketing manager: A marketing manager is responsible for developing and implementing marketing campaigns to promote a business and its products or services. In the context of rebranding, a marketing manager might be responsible for communicating the rebranding effort to customers and other stakeholders.
• Graphic designer: A graphic designer is responsible for creating visual elements for a brand, such as logos and other branding materials. In the context of rebranding, a graphic designer might be responsible for creating a new logo and other branding materials to support the rebranding effort.
• Public relations specialist: A public relations specialist is responsible for managing the public image of a business and building relationships with stakeholders. In the context of rebranding, a public relations specialist might be responsible for communicating the rebranding effort to the media and other external audiences.
• Marketing research specialist: A marketing research specialist is responsible for collecting and analysing data to understand the needs and preferences of a business’s target audience. In the context of rebranding, a marketing research specialist might be responsible for conducting market research to inform the rebranding effort.

It’s COG Branding’s mandate to continually push hard and assist Australia in becoming more innovative, competitive and prosperous. Rebranding older analogue businesses is a key part of this broader function. Our focus is to ensure small businesses and brands have the best advice, knowledge and support that increases their rates of survival, growth and performance.

If you want to rebrand, contact COG Branding today www.cogbranding.com.au/contact/