In the ever-changing landscape of business, rebranding is a powerful tool for companies looking to revitalise their image, connect with their target audience, and stay relevant in competitive markets. Earlier this year, construction company Krol Corlett asked us to help it to rebrand. It has grown a lot as a company in recent years and felt that its current brand didn’t represent the company it had become and the scope of its ambition.
We love rebrands here at Agent, with North West Business Leadership Team and Net Zero North West being recent examples. They allow us to really submerse ourselves into a business: its history, values, and aspirations, giving us a profound understanding of what makes it unique. However, a successful rebrand is not just about changing a logo or colour palette; it’s a strategic process that involves careful planning and execution. In this blog, we will explore the three crucial stages of a successful rebrand that allow us to help business thrive and leave a lasting impression on customers.
Research and Consultation
The foundation of any successful rebrand lies in thorough research and thoughtful consultation. Our strategy team spend time researching Krol Corlett’s current position, their target audience, and the current market trends. These insights are then passed on to our creative team, who can then better understand and what the target audience is looking for and how the new brand needs to be perceived.
We also take this opportunity to we explore brand avenues through sketching and typography, crafting a unique visual identity. We develop a fitting colour palette that encapsulates the brand’s voice and create mock-ups to ensure practicality and effectiveness across different applications.
Mock-up development showing the brand’s real-world applications
Development and Implementation
The design process involves transforming these insights into ideas on the page. We like to come at the design from a few different angles and offer the clients several concepts for them to back on bout and explore. What follows is a consultation process between our designers and the client, where a clear brand direction and vision settled upon.
The brand goes through several rounds of consultation and development, with the brand assets being tweaked and improved each time. This part of the process is important because different perspectives and expertise can often help identify potential pitfalls and untapped opportunities.
Once the new brand identity is established, it’s time for its implementation across all channels and assets. This process may include updating websites, marketing materials, social media profiles, and any other customer-facing collateral. During this time, we will also develop the brand guidelines that aim to maintain consistency across all touchpoints. Our goal is to ensure a seamless transition from the old brand to the new one, while also creating a buzz around the brand’s fresh new look and feel.
Launch and Communication
Which brings us to launch day!
The launch of a rebrand is a pivotal moment that requires a well-coordinated and strategic approach. This strategy should include addressing both your existing customers and potential new ones. This could include building excitement and anticipation around the rebrand by teasing the changes to come without revealing everything. Ideally this would include utilising various communication channels, including social media, email newsletters, and press releases, and blogs like this one.
Krol Corlett tease their new brand on LinkedIn
During the launch, transparently communicating the reasons behind the rebrand, emphasising how it aligns with your company’s evolution and the value it brings to your customers, can help customers buy into and get excited about the change.
A successful rebrand is not a mere facelift; it’s a foundational process that involves thorough research, careful planning, and effective execution. By investing time and effort into these three stages, brands can undergo a transformation that resonates with their audience, reinvigorates business, and sets the stage for long-term success. Remember, rebranding is not just about changing your image; it’s about telling a compelling story that captivates and leaves a lasting impression.
Check out more from our Krol Corlett rebrand on our Instagram page.