Rebranding is no small task for any business to undertake. When you initiate a rebrand, you can change everything from the appearance of your company to its tone of voice and personality. Going into the process with the right set of “deliverables” you expect from your branding team is crucial.
Knowing your rebranding deliverables means you can effectively plan the process of implementing and optimizing your rebrand. You can determine which steps are most important to you and your company, as well as how quickly certain results need to be delivered.
Let’s take a look at some of the must-have deliverables worth considering.
What are Rebranding Deliverables?
Rebranding deliverables are the results of your branding agency or internal team’s work to transform and enhance your company’s identity. Some people focus their rebranding strategy on a tone of voice, like Wendy’s did when they decided to make their restaurants more appealing to a younger generation. Other companies focus entirely on visual elements, like color palettes and logo design.
In certain situations, your rebranding deliverables may consist of a variety of different concepts, from the tone of voice and messaging to the graphics you use in your marketing campaigns.
To help with exploring some of the rebranding deliverables you may need to plan for, let’s break the brand identity into different sections:
- Employee assets
Rebranding Deliverables: Employee Assets
Employees are some of the most valuable resources you have when it comes to conveying your brand identity to your audience and differentiating your company from the competition. Customers will frequently use interactions with a company’s employees to build a certain perception of the wider brand. When rebranding your company, you’ll need to think about the assets your employees use to convey what your company stands for. These assets may include:
- Business cards: Anything your employees use to introduce themselves at forums and events.
- Letterheads and stationary: Compliment slips, proposals, and contracts used by your employees should all have the same consistent branding.
- Invoices and quotes: Your invoices and quotes should have a consistent format, set of branded colors, and a specific choice of fonts and typefaces.
- Wearable items: Wearable items like uniforms can make a big difference to your brand identity when you’re designing your company’s image for the offline world.
- Customer service scripts: The scripts your employees use when selling to customers or delivering service should be representative of your brand tone of voice.
Don’t forget the importance of your employee’s unique signature on social media and email messages too. The right email signature software can help companies to create templates that instantly add to the credibility of both individual employees and the wider business overall.
Brand image is one of the first things most business leaders think of when they’re looking for rebranding deliverables. Your image consists of a multitude of different components, from the website you use to convert potential customers, to your social media profiles.
If you’re implementing changes to your brand image, you’ll need to ensure your new aesthetic is consistent across all of your customer touchpoints, both online and offline. Some of the rebranding deliverables you may need to consider relating to image include:
- Your logo: The design of your logo and how its used across different channels is often an important aspect of any rebrand. Your new logo should convey the unique capabilities and values of your business in an easy-to-understand image.
- Color palette: Often implemented alongside a logo change, a color palette rebrand can improve your impact on your target audience and change your perception in any industry. Remember, color psychology dictates certain colors will convey specific feelings to your target audience. Use colors wisely.
- Typography and additional assets: Typography and additional assets like specific graphics, animations, and photos in your brand image can all make a significant difference to how your business connects with your target audience.
Rebranding Deliverables: Personality and Tone of Voice
Finally, the tone of voice of any business is extremely important in your rebranding initiative. If the purpose of your rebrand is to make your company more appealing to a specific niche audience or group of people, then you’ll need to think about how your messaging and the words you use can influence that audience.
Every blog you post, email you send, and marketing strategy you publish should share the same unique personality and tone of voice. Think about the kind of colloquialisms you use, whether it makes sense to use emojis in your content, and how playful your messaging might be.
Do you want to come across as sophisticated and reliable, or fun and youthful? Knowing exactly how your tone of voice is going to change is important, and it can influence deliverables like:
- Website copy or content: Any content your branding agency is producing for your new website.
- Email or social marketing campaigns: The main content in your email or social media campaigns should be influenced by your specific tone of voice.
- Brand guidelines: If you’re asking your branding agency to come up with a new set of brand guidelines, personality should be covered in-depth within this document.
Rebranding your business can be a complex process, but with the right view of the kind of deliverables you want to get from your initiative, you can avoid a host of common problems. Make sure you know which of the deliverables above are important to your business before you begin your rebranding process.