Rebranding:
8 Questions to Ask Your Design Agency

October 26, 2021 | By Claudia Wright
Rebranding: <br>8 Questions to Ask Your Design Agency

Considering rebranding your business? If you’ve recognised the signs it is time to rebrand your business and breathe new life into your marketing, then you may be starting the search for an agency to deliver the project for you. To help you navigate the process, here are 8 key questions to ask your design agency before you get going.

Completing necessary due diligence is always important before any project is assigned, and therefore asking the right questions to your elected branding agency will help to deliver the right outcomes for your brand in the long-term with an end result you can be proud of.

Why do we need to rebrand?

Once you have elected your agency, it’s time to understand more about why you need to rebrand and get your agency’s view on this.

You might have your own views and opinions on why the time is right, so put these forward and talk with the design team about what’s driven you to make this decision. It’s also an opportune moment to gather the agency’s opinions on the brand as it currently stands, and whether they feel it aligns with what you want your customers to think about you. 

 

What problem are we trying to solve?

Rebrands are always completed to solve a problem. Whether that’s customer perception, positioning, messaging or other factors, you need to understand what the problem or problems are and have these at the heart of your rebranding strategy.

Again, discuss these with your design agency and ask for their input. They might be able to lend some advice on how you best negotiate these problems in order to find a workable solution which meets the needs of consumers and the business.

 

What’s your rebrand approach?

Don’t be afraid to ask your agency how they approach a rebrand. Marketing might not be your ‘thing’ and even if it is, every agency will have their own rebrand process and ways of working 

Ask them for a proposal outlining their approach and the individual stages they will take you through to get from point A, to point B. A good deal of research and discovery should be conducted prior to any rebrand project. For us, that comes in the shape of a brand planning workshop, where we spend a day with the client team away from phone and emails, to flesh out all of the key areas such as mission, vision, values, target audiences, messaging and brand archetypes. Only once we understand all of this, can we successfully deliver a rebrand which meets the needs of the business.

 

What does our customer profile look like?

Understanding who your customers are is vital. Without this, how do you know who you’re talking to or what you want to achieve?

Consumer profiling is critical before any rebrand can happen. Work with your agency to understand ‘typical’ consumers, what their interests might be, their socio-demographic status, and formulate a representative profile for each audience segment. From having this understanding, you will be better placed to know what your future direction looks like.

 

What is being said about our brand in the wider world?

Often, brands are being talked about without them even knowing. Social media, Google and other digital platforms have given brands a way of seeing and controlling how they are perceived in certain spaces, but there’s still a lot of conversations and perceptions being made about your brand which you might be unaware of.

Conducting detailed consumer research is a good way to analyse the sentiment of your brand and understand what it is that people think and say about you. Speak to your agency about if they can offer consumer research or if they can engage a specialist agency to conduct some for you. Having an insight into what people think is vital in order to make the right brand decisions.

 

Are we telling the right story?

The answer to this question will come out of some of the previous work. Every brand has a story to tell, so you want to make sure that your brand is telling its story clearly and in the right way. Open and honest has always been our mantra, so your brand should be transparent about what it does, why it does it, its origins and what sets it apart from the competition.

Once any brand planning, discovery sessions or consumer research has been completed, you will be better placed to know how to tell your story and why it matters so much to your audiences.

 

 Will you take into account our mission, vision and strategy?

The answer from your agency should be yes. If it’s not, then you should not only worry, but make sure that these three factors are taken into account because a successful rebrand can only happen with consideration for a business’ mission, vision and strategy.

These define what a business wants to achieve and how it wants to achieve it. The brand, its identity and its messaging will help you to achieve these three factors and create a consistent approach which successfully achieves the organisation’s short and long-term goals and objectives. 

 

Do we need an evolutionary or revolutionary approach?

Throughout the rebranding process, keep in mind whether or not there’s a lot of positive sentiment associated with your current name and identity. Do your consumers place high value in your brand? If so, then a revolutionary rebrand where you change your name and overhaul your logo might make them switch to a competitor who better aligns with their personal values.

This is where an evolutionary approach can be better suited – keeping you true to what makes you, you, while taking the brand on a journey which modernises it, makes it more relevant to today, and still retains what’s made it great so far. There’s plenty of great evolutionary rebranding examples. Take Coca-Cola’s or Cadbury’s – both brands have moved with the decades and evolved their branding, but they still retain a sense of what’s gone before in order to keep their customers loyal.

 

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