Rebranding can be a stressful process even for the most established brands. Every time you make a noticeable change to your company’s look you are running the risk of driving away customers, but on the other hand you could also spread your influence and reach new customers which is always a huge bonus. The trick is to create a brand that resonates with new customers while ensuring your existing customers are still on board with the changes you make.
There is usually never a convenient time to rebrand a company, though if you can get your timing right you will have a much better chance of success. Brands often run the risk of waiting too long to rebrand and this can mean their branding looks dated and no longer excites their customers. A good example of this can be seen in the skincare industry. Some brands that our parents and grandparents used have been resistant to change and their branding often comes across as extremely dated.
The brand that fails to evolve is one that risks losing favour with customers as newer, fresher brands are introduced to the market. This process is pretty universal across the retail sector and is something that the vast majority of companies will need to contend with at some point within their first decade. There are several ways you can tackle a rebrand, such as drip feeding various aspects bit by bit, or taking the plunge and rebranding everything at once.
Consider your colour scheme
Some brands are easily recognisable by their colour schemes and will not change this aspect of their branding much, if at all, over the years. Other brands are more known for a certain style rather than a particular colour, and these brands can have some fun rebranding their packaging by switching up the colour scheme without needing to change absolutely everything about their brand’s appearance.
Luckily, changing the colour scheme of your packaging can be an extremely simple process. Your packaging supplier will need to have access to your new graphic design, and if the only thing you’re changing about your packaging is the colour then the changes will be cheap and easy to implement. Have a look online for inspiration and ideas of which colours will work best with each other.
Rethink your packaging design
Gift boxes and gift bags in the UK tend to be fairly standard but you can make sure yours stand out by looking into bespoke packaging options. Eye-catching designs can be printed onto gift packaging and can make your new branding shine. You also need to think about how the physical design of your packaging will change. Cardboard sleeves are a simple way to package your products as long as the items are not fragile. They are cheap and can be perfectly effective to carry your branding. If you want something more protective then there are lots more options available.
To upgrade your packaging for a rebrand, you could spend time thinking about how you can make it look more innovative. Different shapes and materials can be used to make your packaging more recognisable and luxurious, giving your brand a refreshing boost. This can be a more expensive option but it can elevate your brand and push your brand into the higher end of the market.
Aligning your brand with your online presence
Once you have decided how you will rebrand your packaging you will want to think about how you can make your online presence align with your new look. It may not be necessary to change absolutely everything and purchase an entirely new website, and often just a few changes need to be made to bring everything up to scratch.
For example, you will want to make sure that your logo is updated to mirror the style used in your packaging design and that your other visuals are brought inline with your brand. As well as your website, you will also need to refresh your social media channels. Profile pictures and banners are a priority, and you will also need to pay attention to your visual assets to ensure they reflect your new style.