August 13 / 2019
If you are considering changing the identity of your brand you must take into account several factors to make the process successful. Here we will explain, according to our experience, 5 tips to facilitate your work.
In a world of continuous change, the processes of rebranding or changes in a brand seem inevitable and more and more constant. Even more so in new sectors in the market, like ours – coworking – in which the foundations are still taking shape.
A brand change is a positive but complex process for any company for several reasons. Mainly because the rebranding is the new beginning of an expired identity. It is very common that, before a company proposes a change of brand, there is discomfort. This identity in extinction probably no longer reflects the values of the company or does not connect effectively with its current customers and, therefore, ceases to be effective. Does this resonate with you?
For us at Cloudworks, it was a process that brought with it a lot of learning, not only from a brand point of view but as a company in its entirety. That is why we want to share some practical advice for those who are considering a rebranding.
The first step is to define why a brand change is being proposed. Is it because the target has changed or the values of the company have evolved? Maybe because new competitors have emerged and you need to differentiate yourself? Or are you part of a startup in which brand identity was not a priority at the beginning of the project and a consistent job has not been done?
A change of brand involves considerable effort and resources, so answering these questions will assure you if the process is necessary and will have the expected results.
Selecting the right providers is essential in having good results. This selection must be consistent with the values and objectives of the brand. In the case of Cloudworks we work hand in hand with in the naming and design aspect; for photographic and audiovisual realization; and for web programming. All of them are mentioned not only because of their talent in each specialty but also because they aligned perfectly with our goal of rebranding and style.
In a process like this, providers become part of the team. That is why it is important to cultivate a close relationship and maintain open and honest communication. A change of brand can be challenging because you have to find the continuous balance between something that is appropriate for the company and its identity, and the contribution that an expert can make.
Depending on the degree of evolution of your brand with respect to the current identity, the change may be partial or total. In the case of Cloudworks, we made an almost absolute change: from the name, through the graphic identity, derived from materials such as photographs and the web page.
We went from being Cloud Coworking and having a basic identity, to being Cloudworks and having a solid and coherent brand structure. It was a metamorphosis that responded to many of the previous questions and echoed in other aspects of the company and in our community. However, it is not always necessary for the transformation to be so drastic.
One of the biggest temptations in a sector as competitive as ours is to overestimate the competition as a reference. It is necessary to know the competitors but we must avoid that they mark the guideline in the evolution of your brand. For Verónica from , the most important challenge was “to move away from the graphic tendencies that are used in this sector to generate a more genuine language”
For Cloudworks it was key to redefine the values from our roots and experiences as a company. It was also fundamental to take as a reference the interaction of our members with our brand and involve them in the process. A brand must resonate with its final users.
For our photographer, , “the initial concept was to teach in a dynamic way the experience of working in Cloudworks” Versatility is a necessity for our brand and has to cover aspects such as user guidelines, posters, etc. So one of the premises was to have a flexible identity, easy to adapt and fresh.
In this way, we make sure that our identity is in alliance with our values, and it is authentic and therefore unique.
Like any process, rebranding has a beginning and an end. However, brands are constantly changing as companies and their customers evolve. On the other hand, new technologies are introduced every day and brands must adapt to them. It is a reality with which we must live together.
That is why it is important to understand that corporate identities are not static and this is a factor to be taken into account during the rebranding process. This new brand must be sufficiently coherent and timeless to respond to these changes without losing validity.
In this sense, the business strategy must be taken into account so that the identity can respond to projections in the near future. According to Jorge, from , the web redesign project “did not seek to find a usable structure only, but also had to be aligned with the objectives of Cloudworks, as well as being scalable for its expansion plan.
A rebranding process can be a big step for a company and bring positive changes if managed correctly. We hope these tips help you to start with your strategy and be very helpful.