The marketing rulebook on how brands can stand out from their competitors is constantly changing.
With technological developments and changing consumer habits, brands need some love and attention to evolve.
Carrying out a successful rebranding is no easy feat. For starters, you need proper organization, planning, and an easy way to centralize all your content.
We're here to help!
In this Doc, you can find recommendations from our Customer Success team on how to best manage a rebranding, from ways to organize the process to the Foleon features you can use to streamline the transition from the old brand to the new one.
Before we begin
It's important to note that a rebranding project is a significant undertaking. It involves careful planning, strategic thinking, and often substantial resources.
The decision to rebrand should be based on a clear understanding of the company's goals and the potential benefits you hope to achieve through this process. đź’ˇ
Best practices for a successful rebranding we always recommend
Rebranding is a highly complex process that requires careful planning and execution. Our Customer Success team made a shortlist to help you keep the process in check.
1. Clearly define your objectives
Before you start the rebranding process, clearly outline your goals and objectives.
What do you hope to achieve by rebranding? A clear answer is super important!
2. Conduct thorough research
Understand your target audience, competitors, and market trends.
Gather insights about your current brand perception and identify what's working and what's not.
3. Develop a strong brand strategy
A comprehensive brand strategy should guide your rebranding efforts.
This includes defining your brand's mission, values, personality, and positioning.
4. Create a compelling brand identity
Developing a new visual identity can include a new logo, color palette, typography, and design elements that reflect your brand's personality and values. Ensure that the new identity is cohesive and makes sense across every brand touchpoint.
5. Craft a strong narrative
A compelling brand story explains the reasons behind the rebranding and how it aligns with your company's evolution and vision.
This narrative will help connect your audience with the new brand, creating a sense of continuity.
Julia
Sr. Customer Success Manager
Lars
Director of Customer Success
6. Plan a smooth transition
Consider how you'll communicate the changes to your teams, customers, partners, and other stakeholders.
We recommend a phased approach to ensure a smooth transition and minimize confusion.
7. Update all brand assets
Shortlist all brand assets that need immediate updating, both online and offline.
This includes your website, social media profiles, marketing materials, packaging, and internal comms assets.
8. Be consistent
Consistency is critical to a successful rebrand. Plan time to revisit how your new messaging, visual elements, and brand voice are applied across all platforms and communications.
9. Be patient
Last but not least, keep in mind that the results of a rebranding take time.
Be patient and give your new brand identity time to resonate with your audience and deliver results.
Veronica
Customer Success Manager
How to use Foleon during your rebranding process
Once you've established the new visual identity of your brand, use these Foleon features to bring it to life. With Foleon, you can streamline the rebranding process of your content.
Brand Kits
The Brand Kit is an essential feature during your rebranding. It allows you to manage your brand centrally, ensuring all content is automatically on-brand. Add your logo, set a color palette, choose typography, and more — helping content creators get off to a flying start.
If you’ve already set up your Brand Kit for the old brand, you can add another with the new branding. Adding a second Brand Kit won't affect existing content. You can apply your new Brand Kit to existing Foleon Docs at your own pace. Admins can set a default Brand Kit in a workspace.
Any new content you create will automatically adopt the settings of your preferred/default Brand Kit. Learn more here.
Media Library
Images, videos, and illustrations make up the new visual identity reflecting your brand’s personality and values. These brand assets live in the Media Library.
A visual rebranding can easily get out of hand. That’s why keeping your Media Library organized will save you lots of time — and help you stay sane. It's the perfect moment to clean up all those old files.
Discuss with your team how you will organize the Media Library, so you can quickly locate the correct files. Think of a clear folder structure that groups the visual assets between the old and the new brand style.
Don't delete the old media files immediately! Make sure all your Docs are updated with the new assets first,
Templates
You can save content as templates to reuse later: pages, blocks, overlays, and even complete Foleon Docs. Templates help you save time and stay on-brand.
When you’re rebranding, start updating these templates with your new brand style. If you don’t have time to create new templates from scratch, create a Foleon Doc with your new brand and save your favorite content to reuse later.
Take the opportunity to organize your templates into categories so you have a better overview of your saved templates.
Review Mode
Use Foleon’s collaboration feature as part of the rebranding feedback process.
We encourage you to test the new branding in a mockup one-pager Doc to see all the brand elements in action.
With Review Mode, you can collect and centralize the feedback from all project stakeholders in that Doc. Once you have applied the feedback, you can use the updated Doc as part of the final branding approval.
Are you ready to rebrand?
Now that you know what the process entails, it's time to consider if and how you want to rebrand your business.
Whether you go with a simple logo redesign or a complete brand overhaul, we can help you consider the best strategy to streamline the process and keep your content on-brand, no matter the version.
