Niki Mahon - How to Successfully Rebrand a Business

The process of rebranding allows a business to action some much-needed changes, drive growth and appeal to a wider audience. However, if not undertaken with care and consideration, rebranding could alienate a business’s loyal customers and waste time and money. To this end, it’s vital to determine whether rebranding is the right way forward for a business before beginning the process.

1. Niki Mahon - How to
Successfully
Rebrand a Business
The process of rebranding allows a business to action some much-needed
changes, drive growth and appeal to a wider audience. However, if not
undertaken with care and consideration, rebranding could alienate a
business's loyal customers and waste time and money. To this end, it's vital
to determine whether rebranding is the right way forward for a business
before beginning the process.

2. The Importance of Thorough Research
1
Keep the End Goal in Mind
The first stage of rebranding starts with thorough research that delves into every element of what makes a
business's brand unique and exceptional. An effective means of approaching this process is keeping the end goal in
mind; this means carefully considering the long view of the business's product growth, customer experience and
market maturity.
2
Address the Reason for Rebranding
The reason for the rebranding also needs to be addressed: could restyling be a better option, or is rebranding
necessary to achieve the desired results?
3
Seek Stakeholder Feedback
As part of this phase, a business should seek feedback from stakeholders, using the information gained to begin
planning out its rebranding strategy.

3. Plan Out a Strategy
Complexity of Rebranding
Rebranding a business is usually a complex affair. To help
ensure the process runs smoothly, and prevent losing
customers along the way, it's vital to have a strategy in
place before beginning.
Consider Business and Marketing Strategies
As well as planning for the changes to be made, the
company will also need to think about and plan for how its
business and marketing strategies will be affected.
Designate Team Members
It's a good idea to designate team members to be
responsible for the necessary rebranding tasks in each area,
such as communicating the rebranding to the public and
making design decisions.
Maintain Brand Voice
Establishing and maintaining a firm brand voice should
remain at the centre of all rebranding efforts.

4. Communicate the Reasons for the Rebranding
Importance of Communication
Experienced businesspeople — such as Niki Mahon, who
recently led her company through a successful rebrand —
understand the importance of effectively communicating the
reasons behind the rebrand to both clients and employees.
Employees as Brand Ambassadors
The latter, if brought fully on board with the process, are in the
perfect position to act as brand ambassadors, which can help
to smooth the transition.

5. Articulate the Brand's
Future Vision
Communicate Vision
A successful rebrand should
effectively communicate a
business's vision and chart a course
for its future.
Design Style
This communication should ideally
take place via a range of brand
elements, such as design style.
Typography
Typography is another crucial
element in articulating the brand's
future vision.
Colours
Colours play a significant role in
communicating the brand's vision
and future direction.

6. Successful Rebranding
1
Careful Consideration
Rebranding allows a business to action much-needed
changes, drive growth and appeal to a wider audience.
However, it must be undertaken with care and
consideration to avoid alienating loyal customers.
2
Research and Strategy
Thorough research and a well-planned strategy are
crucial for successful rebranding. This includes
understanding the business's unique elements and
planning for the impact on business and marketing
strategies.
3
Effective Communication
Communicating the reasons for rebranding to both
clients and employees is vital. Employees can become
valuable brand ambassadors when fully engaged in the
process.
4
Future Vision
A successful rebrand should effectively communicate the
business's vision and future direction through various
brand elements, including design style, typography, and
colours.