3 things to consider when undertaking a rebrand.
Avoid using stock (images or stock logos)
Most customers can spot a stock image a mile away. Especially in New Zealand it’s usually dead obvious if an image is taken overseas. With many NZ based photography options there is little need to use generic stock. If you have the budget (or even if you don’t, consider it an investment that will give a mighty return if done right) hire a professional to help bring your brand to life.
Avoid using stock logos, it’s fine to draw inspiration from other designs but copying them is a big no-no and you can well run into some serious issues later on. I’m sure you consider your business unique so why would you want to look like a run-of-mill business? It doesn’t make sense.Take stock of the variations you might need going forward
You may have found with your existing branding and logo designs that it doesn’t quite work in all spaces. Make a list of all the things you can think of that the new branding will need to be applied to. Think vehicle, stationery, signage, pens even. You may need a few variations going forward to make it work with all these assets you require. Make sure your designer has this information as it can save pain later finding out that portrait style branding you have doesn’t quite work when it’s landscape.
Review your competitors
I’m all about not focussing on what others are doing generally but now is a really good time to do this. In fact I’d say it’s mandatory. Your competition may have changed over time or perhaps this is the reason you’re considering the rebrand as you may have lost ground to your competition. Establish where you fit with your competitors and where you want to stand out. Doing this now will also make sure your new refreshed branding sets you apart from them instead of finding out two months later that your new colour scheme matches theirs....oops.
