5 Steps to Rebranding Your Business

You may have noticed our revamped look! At Ripple, we’re all about moving brands forward – and we like to lead by example. A company rebrand is not an easy feat- there are numerous factors to consider, and the Ripple team has put together their ultimate guide to rebranding your business. So, what are some of the main reasons companies rebrand? 

There are loads of reasons but some of the top ones are:

 You’re unhappy with the current look and feel 

 The development of new services/products 

 Your company has developed new missions/values 

 Two companies merge

Rebranding starts when your company rethinks your marketing strategy with a new name, logo, or design or to develop a refreshed identity in the minds of your target customers. Rebranding is not always an easy decision to make, there are a lot of factors to consider, and it requires buy-in companywide. Ripple underwent a recent merger and had to realign our business model to fit with our new plans. With the philosophy of ‘new year, new me’ the Ripple design team undertook the challenge to give the company a fresh look for 2022. So, what’s the right strategy when rebranding? The Ripple team have put together our 5 steps for rebranding your business.        

Rebranding Strategy
Step 1: Ask yourself tough questions

This is the philosophical stage of the process. It’s when you ask yourself questions like ‘why do we exist?’ ‘What do we stand for?’ Before even going near a logo or colour scheme we needed to define who we were. This stage involved looking at your vision, mission, and values. Building a strong brand strategy takes time, effort, and commitment. After this stage you should be able to:

 Understand who you truly are and use your beliefs and values to guide your decisions in ways that are better for your people, your business, and the future. 

 Communicate your brand consistently and effectively through every piece of content you make.

 Attract the right customers to build a strong, lasting brand.  

 Position your brand in a way that helps you compete now—and tomorrow.  

Step 2: Decide on who’s responsible for what

Rebranding is not a singular effort. It requires brainstorming amongst the whole team to help drive momentum. A project plan is vital at this stage. Many elements need to be considered from your website to your key messaging to even your email signatures. As a team, we had to be strict with ourselves with dedicating time to our rebranding and sticking to deadlines. Once we had our list of responsibilities and tasks, we worked this into our work schedules. There were many elements to consider when you rebrand – from social media to your website and all the internal/external documents you use. Regular meetings are a must to keep you on track and focused on the end goal- a beautiful new brand! 

Step 3: Create the brand
Marketing Strategy - Ripple

This is the fun bit! Now you’ve done the philosophising about your brand it’s time to start visualising it. When most people think of branding, they think of a brand’s visual identity: the logo, colours, typography, and other elements that act as the “face” of the brand. Now that you’ve crystallised your identity and messaging, it’s time to visualise it. Creating a strong visuals identity is key because you’re not just designing for now- you’re designing for the future. Here are the key areas we looked at with our brand redesign: 

For us we moved from ripple to RIPPLE. We love our name, but we knew we wanted to elevate it. Capitalising the R, changing our typography, and creating a monogram were all on our to-do lists. Our logo took weeks to get right and it’s important to allow time for lots of versions! 
Logo Design - RIPPLE
• Typography
Typography is the extension of your logo and should always be worked on after your logo is signed off! People consume their content on a variety of mediums and it’s very important to use typography that can work across all these. 
• Colour
Here is where you define what your brand’s rainbow looks like. This can take time and you must factor in your brand messaging when looking at colour. It’s helpful to create a mood board to help visualise the kind of colours that work for the brand. 
• Imagery
Imagery is more important than ever – from photography, illustrations, or a combination of both- every visual you use should align with your new brand. We asked our staff to create a mood board with how they visualised the brand we compiled these ideas to help us create a look and feel for our brand. 
Step 4: Create your brand guidelines

This may seem like something you should do at the beginning but it’s actually at the end of your rebranding process that you create your guidelines. When it comes to branding consistency is everything. Brand guidelines clearly outline your brand asset guidelines and that ensures consistency in all your messaging. Once you create these circulate them company-wide and make sure all content created fits within the guidelines! 

Step 5: Launch

Time to launch your new (refreshed) brand to the world! Plan your launch to align with your marketing goals and make sure you get the word out through all the channels. There are many tasks to be carried out by staff at this stage such as:

 updating email signatures

 updating personal social banners

 replacing company letterheads

 replacing presentation templates

 It’s also important this is reflected through your office – we worked our new branding into our interior by adding our core company values to the walls, got a custom neon sign of our new logo, and got merch in all our new branding. 

Creative Team - Ripple

Think a rebrand is right for you? Why not get in touch with our Creative Team and discuss how we can move your brand forward. 

Ripple, Moving Brands Forward