Rebranding can range from a new logo or packaging design, to an entirely new philosophy of the company depending on your goals and needs. Cox Communications recently launched a new logo and tagline that highlights our mission to help customers connect and create meaningful moments. The following are some of the ways you can give your business a fresh, new look.
1. Gather feedback. Survey your employees and customers to get a feel for what they like and don’t like about your brand’s current, overall image. This will help steer what direction your rebrand should go.
2. Choose a new name. A lot can change from the time you chose your original business name to when you finalize your products and services, and you may find a name that will better represent your business. Avoid a name change if you’re already established in the market, as you may confuse your customers.
3. Rewrite your mission statement. Not all companies operate in line with the exact same mission today as they did when they first launched. Enhance your mission statement to reflect any new goals you plan to achieve.
4. Redesign your logo. Like anything, a logo design can become outdated as years go by and trends change. Test out a few logo options with current consumers or a focus group before making the switch, and be sure to use your new logo on all outgoing collateral moving forward so you don’t confuse anyone.
5. Add a tagline. Taglines aren’t always needed, but are an option to quickly communicate the overall mission of your business in a memorable way.
6. Shake up company culture. A rebrand is a great time to take a closer look at your company culture and determine where changes are needed. Gender, race and age diversity are all important to create a well-rounded company culture that will excel your business forward.
7. Refresh your website. A new website design can be a great way to give your business a facelift. Many companies refresh their website with new design elements and pages every few years to keep consumers interested.
8. Create new collateral. Update your marketing materials to give them a fresh, new look that will wow potential customers. Utilize the new colors of your logo and website design to streamline your brand image.
9. Enhance your workspace. Motivate your employees by giving the office some upgrades. Whether it’s the latest technology or eye-catching wall clings that display your new logo, a few adjustments can breathe life into the office.
10. Launch a new line. Think of other ways your business can serve the community and consider offering a new line of products or services that would be of interest to your current customer base.
Lisa Lovallo is the Southern Arizona market vice president for Cox Communications.