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As corporations grow, change is inevitable. In many cases, it is these changes that lead to essential and defining rebranding decisions. Rebrands are an incredible opportunity for corporations to appeal to a wider audience, higher communicate their brand values and identity, and implement changes that ultimately higher position them in their market segment.
However, it is essential to acknowledge the work, thought and deep consideration that goes into every aspect of a rebrand. After all, the process is time-consuming and requires a significant allocation of resources, so it is essential that the rebrand vision and brand identity are aligned to make sure that money is well spent, recent customers are reached and existing customers remain loyal to the brand.
Recently, I worked closely with our VP of Marketing to lead an effort to reimagine my company, ZenToeshas grown significantly since our launch in 2015. It was essential to us to remain focused throughout the long process, considering at every step how our packaging and branding would reflect and elevate the brand experience and function an extension of our mission.
Now that we are ready to unveil our recent brand, I would really like to share some key insights that I discovered helpful throughout the process to help other business leaders considering a rebrand take their corporations and brand to the next level.
1. Do your research
Whatever research you do, it should support the answer to this two-part query: What does your competitor set appear to be, and how do you stand out? Be thorough and diligent in gaining a true understanding of your market segment to ensure your brand stands out.
2. Reflect your core values
In the case of our rebrand, introspective exercises and looking at ambitious brands helped us examine and develop our core values. For example, we found it essential for ZenToes to embody a sense of joy that is now evident in our colourful approach. Once your core values are clearly defined, it is going to be easier to come to a consensus on how to communicate and reflect those values visually through your branding.
3. Clearly communicate your product purpose and company mission
Never lose sight of the importance of communicating what you do through your branding and copy. Consumers should have the ability to look at your packaging in the aisle and clearly know what your product is and the way it is useful.
4. Stay true to your brand voice
Approach your brand as if it were a person. It could be helpful to engage in an archetype exercise to personalize your brand so you may solidify behaviors and perceptions of the brand. We did this during our last rebrand and felt it was crucial to stay true to our authentic voice and brand identity throughout the process.
5. Engage your team
Your team knows your brand best; use them to inform how the rebranding process is shaping up—especially your customer support team, which deals directly with customers every day. Establishing a project leader can even help ensure on-time completion.
6. When you get stuck, get help from the experts
You will inevitably encounter moments where you are feeling stuck during the rebranding process. Sometimes the answer is so simple as simply needing a fresh set of ideas and perspectives. I have all the time believed that collaboration is the way to go, and bringing a fresh perspective to certain elements of a brand is incredibly helpful.
7. Deal with what wasn’t working
For our most up-to-date rebranding project, it began with trying to answer the query, “How can our packaging help us stand out on shelf as a brand?” From there, we realized we wanted to streamline and modernize our look to grow to be who we wanted to be – a groundbreaking foot care brand that brings joy to all elements of foot care – and develop an on-shelf brand block that will grab the shopper’s attention at first glance. It’s essential to be clear about what needs to change from the very starting of any rebranding project to keep us on track.
8. Keep your project organized
Working through key issues and addressing the brand step by step was key to ensuring the success of the business and the rebrand. Consider using an organizational tool like Asana to help keep schedules under control and make sure nothing gets lost.
9. Check as you go
The survey was integral to understanding that our work – namely the updated brand identity – was headed in the right direction and gave us the confidence to bring the rebrand to the retail shelf. Throughout the process, we entered the recent packaging into awards to measure the results, ultimately winning a GD USA Packaging Award.
10. Target your current customers with rebranding
Communication should be a top priority to maintain brand loyalty and avoid customer confusion. In preparation for the launch of our in-store rebrand, we established clear messaging and communications to support the transition to packaging for each of our offerings, gave our retail partners several months’ notice, and used the digital store refresh as a moment to have fun our brand purpose on social media.
11. Know that it’s a lot of labor and unexpected costs
Rebranding projects take time and often come with unexpected challenges and costs. One of the big hurdles we had to overcome at ZenToes was the retail transition schedules. It was a real operational foxtrot—no two products transitioned at the same time, and to keep repackaging costs low, we were rolling out updates across the portfolio. Another big moment is updating all of your digital assets—from product photography to graphics, email signatures, and social icons. There are a lot of assets to touch and update. Keep track of your priorities, but even be prepared for the unexpected.
12. Have fun!
Seriously, rebranding projects can and must be fun! The entire process, while exhausting at times, is incredibly rewarding. From winning awards to exciting your team and clients, creative work must be exciting and celebrated. Apply for awards to recognize the work of key players, engage and excite your community, and reward your team along the way.
Ultimately, rebranding is an incredible opportunity for a company, its team, and its customers to come together around a shared brand vision. Establishing a strong visual identity that aligns with a company’s core values, clearly communicates its unique selling propositions, and speaks to consumers could be a game-changer for any brand. Be intentional throughout the process and take the time to do your due diligence. If done right, the result will change your trajectory and take your brand to the next level.