4 Tips To Rebrand Your Business On A Budget
30th July 2020
It’s a fact of life that no business branding can last forever. Eventually, even the most perfect and brilliant branding is going to seem old-fashioned or out of step with the modern company.
After all, some of the world’s most famous and iconic brands have evolved substantially over the years despite being seen as immovable institutions. Have you ever looked at the original Pepsi logo?
Making sure your aesthetic remains up-to-date is key for any business owner and helps to ensure that customers continue to see your brand as current and relevant. No company wants to look like a relic of a bygone age.
However, rebranding can in some cases be quite an expensive endeavour. In this post, we’re going to look at four great ways of implementing a new look for your business without breaking the bank. All it needs is some careful thought and planning - and perhaps a bit of lateral thinking.
Hire smartly - or do it yourself
We’ve all heard the stories of big corporations spending literal millions of dollars on a new logo - but rebranding doesn’t need to cost an arm and a leg.
If you need to hire professional help to take care of design, signage, and other aspects of your branding, there’s no good reason not to shop around and try to get good deals. “Affordable” doesn’t have to come at the expense of quality.
For example, here at Medash Signs we pride ourselves on being able to do great work for businesses with budgets of all sizes, and making you look good is our main priority whatever your resources.
It’s also important to know where best to allocate your resources. If you have any design or branding ability in-house, it may make sense to handle some of the work internally and only call in the professionals where necessary. For example, you might decide that you can design your new logo yourself, but that you should hire some help to build a new website.
It’s not just small businesses who sometimes decide to go the DIY route, either. As a famous example, Microsoft’s current logo was put together in 2012 by one of their internal teams - with some branding experts estimating that the tech giant might have saved itself as much as half a million dollars in doing so.
And while most famous corporate logos do cost thousands or millions of dollars to design, there are certainly well-known icons that were created on the cheap. The infamous Nike ‘swoosh’, for example, was created when Nike co-founder Phil Knight hired a graphic design student for $35 (remarking at the time that he wasn’t too happy with how the symbol came out, but hoped that it would “grow on him”).
As another example, the original Twitter icon was bought from a stock photography website for the princely sum of $15 (of which the designer eventually saw $6).
Crowdsource your strategy
Rather than hiring expensive branding or design experts, why not leverage the wisdom of crowds?
In today’s social-media-connected world, it’s easier than ever to gather ideas and opinions en masse. Why not prepare ten or twenty potential logos and post them to all of your social platforms, asking your followers to vote on their favourites? It’s essentially free focus-testing.
You don’t have to be restricted to digital platforms, either - you can always reach out to clients, team members, and even friends and family to ask for their thoughts on your strategy.
After all, if it turns out that dozens of people are telling you the same kinds of things you’ll know that you’re getting valuable information for your rebrand - all without spending a single penny.
Create a style guide for consistency
When branding your business, consistency is key.
It’s easy to undermine your efforts to present a particular aesthetic if half of your team are using the wrong fonts, or you’ve got different logos on display all at the same time.
Fortunately, it doesn’t cost anything to establish a style guide or a brand rulebook. This is essentially a document (physical or digital) that lays out the rules for your business branding - which logo to use, which typefaces can be used for which purposes, a selection of accepted brand colours, and so on.
This can help maintain your aesthetic across all of your locations and platforms, and ensure that the sign above your front door is the same colour as your Twitter header.
Your style guide might also include some notes on ‘tone of voice’ for social media and other communications. This can help ensure that everything your customers read from you all seems to have a consistent character and use of words.
Many companies spend inordinate amounts of time and money making sure that their brand values are broadly understood at a cultural level. For example, Apple’s brand famously stands for innovation and ‘thinking different’.
However, it might be possible to shortcut this by seeking partnerships with businesses whose already well-established brand values are in alignment with yours. If another company has very strong business values and they are happy to be seen partnered with you, some of those attributes will seem to reflect on you by association.
Ideally, you’ll need to find businesses whose industry compliments yours without actually competing. This might be a business which sells something different to you but has a lot of overlap in its ideal customer base. For example, if you run a perfume business, you may find it valuable to partner with a jewellery or fashion brand.
This might be as simple as simply placing signage in each other’s windows, or perhaps each offering discounts for the other business.
At the end of the day, it only takes some creativity and lateral thinking to make your limited branding budget go further. By cutting costs where you can and looking for good deals in other areas - such as affordable business signs and reasonably-priced designers - you can implement a highly effective rebranding project without it costing you an arm and a leg.
Get in touch with us today to find out how we can help with affordable signage projects - you can call us on 01233 625383 or contact us via the website.