Rebranding: The Whys and Wherefores

by | Jul 25, 2018

You don’t set out in business to rebrand, and the decision to do so, should never be taken lightly. Rebranding is usually done when a company has been in business for a long time and wants to update their look, amend their mission statement, or alternatively has evolved into something quite different altogether.

Why are you rebranding?

If you are planning to rebrand, what are your motivations? Understanding the reasons behind your decisions will help you craft a better brand statement that will stand the test of time. It is more than a case of just changing your logo. It will mean that you have to amend any online and offline presence, update your website and social media, and let everyone know of the rebrand which is on the horizon via your marketing channels.

If your reasoning is insufficient to warrant a rebrand, then you may need to consider whether making a change can do your business more harm than good. It can be a costly process, and you may lose customers in the process if you don’t prepare sufficiently for the changes to come.

What is your strategy?

Your rebrand needs to come with a clear strategy that reassures your customer’s demands at every level. Consider how the rebrand will be implemented. How will it be done? Who is responsible for the design of the new logo and colours, and who will update the necessary information accordingly? Go through each area of your organisation that will be affected by the rebrand and work out how you will tackle it. Will you use an in-house source, do it yourself or hire someone to help with the change?

If your customers don’t realise the whys behind the rebrand, then they may doubt your professionalism. Be very clear in your communication and be willing to answer any questions as and when they are presented to you. Keep the dialogue simple and straightforward and anticipate any concerns or issues where possible. Your customers will want to know that you offer the same old-fashioned quality service even if you do have a new name or new look.

Make it a marketing matter

While you should never rebrand just to create a new marketing angle, publicising the fact that you are rebranding can bring in new customers if done right. Tap into all forms of media including press releases, media contacts, social media, advertorials – whatever works for your type of business. A rebrand can ultimately bring in new traffic and most importantly, new customers.

By being 100% clear of the internal goings-on, your customers will understand that you don’t intend dropping the ball on any aspects of the service you offer. Your aim is to grow the company and better serve your customers – so you may need to do it in increments so your existing customers are not affected in any way. The marketing will be a comfort to your current customers and will make everyone aware of the new look that is heading their way.

Celebrate the new look

Don’t forget to celebrate the official launch of your rebrand when you are ready. Publicise an event (either offline or offline) and make it the beginning of a new chapter for everyone. Update your blog and social media pages and let everyone join in the rebranding fun. No one wants to be left out of the celebrations! Reward those customers who have been with you for the long haul and get ready for bigger and better things to come.

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2017-10-13T09:28:24+00:00

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Sophie is efficient, direct and gets the job done. She responds quickly, keeps me updated and has a way of simplifying things and making my life easier. She is all about efficiency and that’s what makes it great to work with her, I highly recommend her to anyone who wants someone to efficiently look after their books and she is great value for money too.
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2017-10-13T09:30:45+00:00

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I’d been stalking Sophie for a while since I saw some of the great work she did at Ideas Book. What she’s up to at the SOHO Agency is equally impressive and I’m delighted to have someone working in this space who I feel so confident referring onto others. Keep being brilliant Sophie!
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2017-10-13T09:30:59+00:00

Kristy Smith
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Sophie is an incredibly savvy business owner, for whom I have great respect. She has always been very clear and detailed in her instructions, is always very focused on her business objectives, and displays a business model that you can aspire to as a small business owner. I have no hesitation is recommending her work at The Accounts Studio.
I have had many a chat with Sophie on the networking circuit. Sophie has a strong profile and reputation within business circles and I wouldn’t hesitate to recommend her to any soho needing direction, support and encouragement. I have a passion for educating small business myself and wholeheartedly support Sophie in her endeavour to actively reduce costs for those who may be unintentionally making uninformed decisions relating to business management. Many business owners are unnecessarily outsourcing tasks which are misdirected or can be achieved inhouse.

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Virtual Sales Strategy

2017-10-13T09:32:05+00:00

Gai Hook
Virtual Sales Strategy

I have had many a chat with Sophie on the networking circuit. Sophie has a strong profile and reputation within business circles and I wouldn’t hesitate to recommend her to any soho needing direction, support and encouragement. I have a passion for educating small business myself and wholeheartedly support Sophie in her endeavour to actively reduce costs for those who may be unintentionally making uninformed decisions relating to business management. Many business owners are unnecessarily outsourcing tasks which are misdirected or can be achieved inhouse.
I’ve worked with Sophie as a contributor to Confessions of a Mumpreneur – a fantastic book that she dreamt up, edited and produced. Apart from producing fabulous books that help so many others realise their entrepreneurial dreams, Sophie is an astute business person who is making her mark on her own terms. Watch this space – I’m sure we’ll see and hear a lot more from Sophie Andrews in the years to come.

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Gender Diversity expert, Career Coach, Award winning blogger on women, work & leadership @ www.TheSheEOBlog.com

2017-10-13T09:50:01+00:00

Jennifer Dalitz
Gender Diversity expert, Career Coach, Award winning blogger on women, work & leadership @ www.TheSheEOBlog.com

I’ve worked with Sophie as a contributor to Confessions of a Mumpreneur – a fantastic book that she dreamt up, edited and produced. Apart from producing fabulous books that help so many others realise their entrepreneurial dreams, Sophie is an astute business person who is making her mark on her own terms. Watch this space – I’m sure we’ll see and hear a lot more from Sophie Andrews in the years to come.
I got to know Sophie through my previous employer where Sophie still handles the bookkeeping side of things. While we worked together I have found Sophie very accurate, punctual and very pleasant to work with. And recommend her highly.

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Client Service Manager, John Sergeant Associates Pty Ltd

2017-10-13T09:55:05+00:00

Dianna Holwerda
Client Service Manager, John Sergeant Associates Pty Ltd

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I was recommended to The Accounts Studio at a networking event and have been working with them for the last 2 years. The team have all been very approachable and available – two things essential when it comes to understanding your accounts! I now no longer have the stress every three months of getting my BAS correct and even better I have a clear understanding of where my company is financially! Thanks Sophie and TAS team!

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Galmatic Pty Ltd

2017-10-13T04:16:02+00:00

Eleni Mitakos
Galmatic Pty Ltd

I was recommended to The Accounts Studio at a networking event and have been working with them for the last 2 years. The team have all been very approachable and available – two things essential when it comes to understanding your accounts! I now no longer have the stress every three months of getting my BAS correct and even better I have a clear understanding of where my company is financially! Thanks Sophie and TAS team!
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2017-10-13T04:20:03+00:00

Chris Du Plessis
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I have really enjoyed working with you guys and look forward to a successful 2013. From the moment we started with TAS I have seen value. The figures are accurate, you are accessible (and approachable!) and most of all – you are cool people!
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TV Chef from Better Homes & Gardens

2017-10-13T04:23:15+00:00

Fast Ed
TV Chef from Better Homes & Gardens

"Sophie is so professional – careful, attentive and punctual – she has made managing my accounts not just easier, but a whole lot less stressful"
Sophie has been a tremendous support and guiding light for my business. I have continually succeeded when acting on her advice and by using her services. Her products are fantastic and her ideas and accuracy is out of this world. I would never hesitate to recommend Sophie’s services and I would invite anyone to contact me for a referral.

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GM, Property Styling Online and BG Property Styling

2017-10-13T09:21:50+00:00

Belinda Grundy
GM, Property Styling Online and BG Property Styling

Sophie has been a tremendous support and guiding light for my business. I have continually succeeded when acting on her advice and by using her services. Her products are fantastic and her ideas and accuracy is out of this world. I would never hesitate to recommend Sophie’s services and I would invite anyone to contact me for a referral.