A strong brand image is critical for any business. Consumers want to buy from brands that they understand and trust, so your company needs a clear identity to gain a loyal following. Sometimes, though, you may need to adjust or update your image to maintain or grow your customer base. Rebranding is the act of changing your company’s image. This often includes changing your name, logo, or other elements of your design, but the purpose of rebranding goes much deeper. Businesses typically choose to rebrand and relaunch when they want to change their identity or their public perception.

You may have realized that you need a different approach to stand out from your competitors. You might be trying to distance your brand from a scandal or a controversy in the past. Your company may be expanding to other industries that you now want to incorporate into your image. Whatever the reason, rebranding your business is possible if you’re strategic. Check out these 5 things to consider when hiring a rebranding agency for your business.

Companies of all sizes undergo rebranding. Some of the biggest brands in the world have changed dramatically without losing popularity. If you plan carefully, brand relaunching can be the perfect way to expand your audience, keep up with the current market, and improve your reputation. Here are six strategies for how to rebrand your business:

1. Determine What You Want to Change

Rebranding is very difficult if you don’t know exactly what your intentions are. Before you make any changes to your business, you should be able to describe your current brand image and articulate what you plan to adjust.

Determining your new identity at the beginning of the project will help you stay focused and consistent as you rebrand and relaunch. If you’re not sure how specifically your image should change, consult with your employees. Your team understands your company’s current image, and they probably have some valuable insight into where your brand should go.

Talk to your loyal customers, too. Find out what keeps them coming back to your business and what they would like to see changed. By consulting with your customers, you can determine which elements of your business should stay the same and which should be updated.

2. Designate Your Project Manager

Consistency during your rebranding and relaunch project is key. Undergoing a major change can be confusing for both your team and your customers, but making sure the changes themselves are consistent can help.

The best way to ensure that everything unfolds smoothly and consistently is to assign a project manager. This person can oversee the entire project, making sure that every task is completed and that your rebranding is clear and consistent. When one person is at the helm of the relaunch, you can avoid mistakes or miscommunications that would make the process more confusing.

3. Create a Mission Statement

Your mission statement explains who you are and what you hope to accomplish. If you’re rebranding your small business, your mission statement probably needs updating. Rebranding involves changing your company’s goals or identity, so you should be sure to rewrite your mission statement to reflect your new image.

Crafting a new mission statement will help you maintain consistency during your rebranding and relaunch. Every change you make should adhere to this statement.

Keep customers informed, too. Place your updated statement on the “About” page of your website. When you’re ready to make your rebranding public, announce your change in mission statement on your social media platforms. Your mission statement should help customers understand your business and its values, which encourages them to feel a stronger sense of loyalty toward your brand.

4. Conduct Market Research

Sometimes, rebranding a company mostly involves cosmetic changes to the logo, color scheme, slogan, or other design elements. However, in most cases, changes happen because businesses need to overhaul their current strategy to increase their sales or improve their reputation. You probably have an important reason for rebranding that’s vital to the success of your business.

For the campaign to be effective, you or your campaign should perform a market analysis. Identify what your competitors do successfully that you could incorporate into your new brand. Here are some of the most important areas to research while you make a plan for your relaunch:

• Popular design elements: colors, logo, website design
• Target demographic: age, location, income level
• Customer buying habits: type and frequency of products
• Current trends in the market

5. Be Public About Your Rebranding

Informing your audience of your rebranding is a key step in the process. Sometimes, businesses rebrand without announcing it because they don’t expect customers to notice. Your loyal customers will take note of the changes, though, and they’ll want to be kept informed. To avoid confusion, you should publicly announce your rebranding project.

Before your relaunch, post on your social media profiles about the upcoming change. Briefly explain your intentions behind rebranding, but assure your customers that they won’t see a decline in the quality of your products. Set a specific date for your new brand to go into effect, and let your audience know when to expect the change. Be available to address any questions or concerns that arise as a result of the relaunch.

6. Set Goals for Your Relaunch

Like with any new endeavor, you should set specific, measurable results for your rebranding and relaunch. You’re going through this process for a reason, so you should have a plan for how you’ll measure your success. Where do you want your business to be one year from now? How will rebranding change the trajectory of your small business?

Some of the most common goals when rebranding a company include the following:

• Increase sales
• Expand target demographic
• Improve customer loyalty
• Strengthen brand recognition
• Increase website visits
• Increase email signups

Not only should your goals be actionable and measurable, but they also should be time-specific. Although you can’t predict exactly how your rebranding will affect your company’s performance, you should have an idea of when you want to achieve these objectives. If your company isn’t close to reaching your goals in the expected time frame, you should reevaluate your plan.

Rebranding can be a great way to revitalize your small business and find a new way to connect with your target audience. All markets change over time, so your original brand identity may need some updating to stay current. You can make your rebranding and relaunching a seamless transition if you do your research and make a careful plan first. By defining your image, mission, and goals, you’ll set your company up for success as you rebrand.