Corporate rebranding process
What is corporate rebranding?
Corporate rebranding is when an organization with an already established brand updates its brand – this includes brand refreshes, rebrands and brand updates. Corporate rebranding happens in order to keep the brand relevant, up to date and accessible.
- Color schemes
- Documents, including presentation decks, templates and emails
- Physical items, such as stationary and business cards
Why is corporate rebranding important?
Rebranding and brand updates allow organizations to inspire existing audiences and connect with new ones. Through a corporate rebrand, organizations can show that they are consistently aware of the needs they are addressing, and the changing landscape they are working within. Updating a brand reflects the intention that the product and organization are timeless and aim to continuously provide for the customer.
The reinvention that corporate branding allows is also important in communicating change about the brand, such as new leadership structures, or an entryway into a new marketplace. The corporate rebranding process can be an external reflection of internal change which allows audiences to understand how the organization is positioning itself.
Why is corporate rebranding difficult?
The corporate rebranding process involves firstly aligning with multiple stakeholders to decide on the direction of the rebrand, and the reasons for this. As undertaking any type of rebrand or brand refresh is a major decision, approval must come from multiple levels, and gaining this approval is a vital step of the rebranding process which takes time and consideration.
Rebranding is a process which impacts thousands of employees, and every single touchpoint of an organization, both internally and externally. A rebrand must then be communicated to every employee throughout the entire organization, and, post-rollout, reflected in every communication – from social media profiles to business cards. Corporate branding is a vital part of an organization, and so a rebrand must be implemented correctly with every element considered and updated accordingly.
When a rebrand has been prepared, another difficulty is ensuring everyone in the organization is making use of it. Introducing the new brand and the platforms that support it to the users is essential, so they understand how easy it is to use, and the benefits they reap in terms of productivity and accuracy.
What stages are involved in the rebranding process?
Although the process of corporate rebranding differs depending on the exact needs of both the company and the rebrand itself, the process of the rebrand normally includes the following steps:
1. Planning and preparation – consider the aim of the rebrand, and how this will be communicated.
2. Talk about the rebrand – ensure stakeholders, partners, clients, and employees are all aware of the rebrand.
3. External implementation – apply the rebrand across every externally-facing physical and digital item.
4. Internal updates – check that all the items for internal use are updated, such as documents, templates, and emails.
5. Launch – communicate the launch, through things such as blogs, social media, and launch events.
Software is a helpful tool to aid corporate rebranding
Following the launch of a rebrand, it’s imperative that all the updated brand elements from the rebrand are used. If old brand elements are used, it reflects badly on the organization. Large organizations can face a huge task in updating all the elements for all employees, which comes with technical difficulties too. Software has rapidly become the easiest way to implement a corporate rebrand across an organization.
Through various forms of software, such as document management, template management, and digital asset management, updated brand elements and templates are stored in a location where employees can easily find and use them. This makes it easy for employees to access and use the updated brand elements, which helps ensure rebranded elements are used consistently and correctly.
Read about a successful corporate rebranding process
Templafy is a platform which helps the corporate rebranding process
Templafy enables easy distribution of all your brand elements following a corporate rebrand. Through a centralized platform, all your organization’s brand elements and document templates are governed, updated and stored. This is controlled by admins, and has real-time updates, meaning that only the most up to date versions are available to employees. This makes it easy for employees to create documents following a rebrand, as there is no doubt about which assets and templates should be used, or where to find them.
Templafy also opens within Microsoft Office applications, meaning that the newly branded templates, logos, images and more are easy for employees to access and use. Employees have no need to search through multiple folders or intranet pages, as they can access the assets where they are working, which saves time and enhances productivity.
Through offering features such as font distribution and email signature manager, Templafy guarantees all the touchpoints of a brand are consistently updated and correctly applied. This strengthens the brand, and empowers the organization.
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Take a look at our blog for more information about corporate branding and rebranding.
Your rebranding checklist – how to plan for brand identity updates
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Four fundamental things you must do when launching a brand identity update
Find out more about the factors of key importance when planning a rebrand.