Have you ever walked into a store and noticed it looks completely different? That’s what rebranding is like for a company. It’s about giving a business a fresh new look and feel. At Abel Personnel, we know this firsthand. We started changing our brand earlier this year.

Rebranding isn’t just about a new logo. It’s about how a company presents itself to the world. It can involve changing colors, updating websites, or even shifting how the company talks about itself. In today’s fast-moving business world, rebranding helps companies stay current and appeal to customers.

In this article, we’ll explore what to think about when rebranding. We’ll share some of our experiences at Abel Personnel along the way

Assessing the Need for Rebranding

How do you know it’s time for a change? At Abel Personnel, we asked ourselves this question not too long ago. Here are some signs that might tell you it’s time to rebrand:

Your brand feels outdated: If your logo or website looks like it’s from another era, it might be time for an update.
You’re not standing out: If customers can’t tell you apart from competitors, a rebrand can help you shine.
Your business has changed: Maybe you’ve added new services or shifted focus. Your brand should reflect who you are now.
You’re attracting the wrong audience: If your ideal customers aren’t connecting with your brand, it might be time for a fresh approach.

For us at Abel Personnel, we noticed that our image didn’t fully capture the innovative, people-first approach we’d developed over the years. It was time for our outside to match the fresh forward thinking Abel Stories that we’re telling.

Before jumping into a rebrand, take a good look at how people see your brand right now. Talk to your customers, employees, and even folks who chose your competitors. Their insights can guide your rebranding journey.

Setting Clear Objectives

Once you’ve decided to rebrand, it’s crucial to know what you want to achieve. At Abel Personnel, we sat down and asked ourselves: “What do we want our new brand to do for us?”

Here are some objectives you might consider:

Reflect on your company’s evolution: Show how your business has grown and changed.
Communicate key values: Express important principles through design.
Increase brand recognition: Make your company more memorable and distinctive.
Align with current market trends: Update your image to fit today’s business landscape.
Boost employee pride: Create a brand that your team feels excited to represent.

For Abel Personnel, our main goal was to showcase our commitment to diversity and our people-first approach. We worked with Bitsy Plus Design to create a new logo that represents four different people, symbolizing diversity. Interestingly, it also resembles a four-leaf clover, adding a touch of luck and positivity to our brand.

Remember, your objectives should be specific and measurable. This will help you track the success of your rebranding efforts later.

Understanding Your Target Audience

A successful rebrand isn’t just about what you want to say—it’s about what your audience wants to hear. At Abel Personnel, we knew we needed to dig deep into who our clients and candidates really are.

Here’s how you can get to know your audience better:

Conduct surveys: Ask your current customers what they think about your brand.
Analyze data: Look at who’s using your services and how they’re finding you.
Create personas: Build detailed profiles of your ideal customers.
Talk to your team: Your employees often have valuable insights into your clients.
Study the competition: See who your competitors are targeting and how.

For us, this research revealed that our audience valued diversity and personal connections in the workplace. This insight directly influenced our new logo design, with its representation of different people coming together.

Remember, your brand should speak directly to your audience’s needs and values. Understanding them is key to a rebrand that resonates.

Preserving Brand Equity

When rebranding, it’s crucial not to throw the baby out with the bathwater. Your brand has built up value over time—that’s your brand equity. At Abel Personnel, we knew we needed to change, but we also wanted to keep what made us special.

Here’s how to preserve brand equity during a rebrand:

Identify your core values: Keep the essence of what your brand stands for.
Maintain key visual elements: Consider keeping some familiar design aspects.
Communicate clearly: Explain the reasons for the rebrand to your audience.
Phase the transition: Gradually introduce changes to avoid shocking your customers.

Remember, a successful rebrand builds on your strengths while moving your brand forward.

Developing a New Visual Identity

Now comes the exciting part—creating your new look! At Abel Personnel, as stated earlier, we partnered with Bitsy to bring our vision to life.

Here are some key considerations for developing your new visual identity:

Logo design: Create a logo that reflects your brand’s personality and values.
Color palette: Choose colors that evoke the right emotions and align with your industry.
Typography: Select fonts that are both readable and reflective of your brand’s character.
Imagery style: Decide on a consistent style for photos, illustrations, or graphics.
Brand guidelines: Develop a comprehensive guide to ensure consistency across all materials.

Our new logo, with its representation of diverse individuals, was a big change from our previous swoosh design. But it perfectly captured our evolving focus on people and diversity.

Don’t rush this process. Take time to explore different concepts and get feedback. Your visual identity is often the first thing people notice about your brand, so it’s worth getting right.

Crafting a Compelling Brand Story

Your brand story is the narrative that brings your brand to life. At Abel Personnel, our new story focused on connecting diverse talent with forward-thinking companies.

To craft your brand story:

Highlight your company’s journey and evolution
Showcase your values and mission
Explain how you solve customer problems
Use authentic, relatable language

Our story emphasized how our new look reflected our commitment to diversity and innovation in the workplace. We shared this through our website, social media, and client communications.

Remember, a good brand story makes your audience feel connected to your company on a deeper level.

Internal Alignment and Employee Engagement

Your team is your brand’s best ambassador. At Abel Personnel, we made sure our employees were on board with our rebrand from day one.

Here’s how to engage your team:

Involve them in the rebranding process
Explain the reasons behind the change
Provide training on new brand guidelines
Encourage them to share their thoughts and ideas

We introduced our new logo and brand story at our all-staff meeting, explaining how it represented our collective values. This not only helped our team understand the change but also made them excited to be part of it.

Your employees’ enthusiasm can make or break your new brand, so keep them in the loop!

Planning the Rollout

Launching your new brand is like orchestrating a grand reveal. For Abel Personnel, we planned a phased rollout to build excitement and manage the transition smoothly.

Consider these steps for your rollout:

Create a timeline for updating all brand touchpoints
Plan a launch event or announcement
Prepare your team to answer questions about the rebrand
Update your digital presence (website, social media, email signatures)
Gradually introduce new branded materials

We started with a company-wide rebranding of documents, followed by updates to our digital platforms. Then phased in new business cards, one sheets, and office signage over several weeks. Finally, we capped things off by showcasing our new logo at our 55th anniversary event on October 10th.

Remember, a well-planned rollout can generate buzz and reinforce your new brand image.

Communication Strategy

Clear communication is crucial during a rebrand. At Abel Personnel, we developed a strategy to keep all stakeholders informed and excited about our new direction.

Key elements of a good communication strategy:

Craft clear messages about why you’re rebranding
Tailor your communication for different audiences (employees, clients, partners)
Use various channels (email, social media, press releases)
Address potential concerns proactively

We created a company style guide for our team and used social media to showcase our new look to the wider public.

Effective communication helps prevent confusion and builds support for your new brand.

Measuring Success

To gauge the impact of our rebrand, Abel Personnel is tracking several metrics:

Website traffic and engagement
Social media follower growth and interaction
Client feedback and satisfaction scores
Employee satisfaction and pride in the new brand

Regularly reviewing these metrics will help us refine our approach and demonstrate the rebrand’s positive impact.

Key Takeaways: Ensuring Long-Term Rebranding Success

Rebranding is a journey of self-discovery and renewal for your company. At Abel Personnel, it allowed us to better reflect on our values and connect with our audience. Remember, a successful rebrand stays true to your core while embracing positive change.

Key to long-term success is consistency in applying your new brand, ongoing communication with stakeholders, and a willingness to adapt based on feedback. Regular evaluation of your rebrand’s impact will help you refine your approach over time.

Ultimately, a rebrand is an opportunity to reimagine your company’s future. Embrace the process, stay true to your values, and let your new brand tell your evolving story. Here’s to your rebranding success!

Garrett Saxon

Garrett Saxon, IT and Digital Brand Manager at Abel Personnel, combines technical prowess with creative strategy. Known for remote troubleshooting and digital content expertise, he crafts compelling web content while managing IT operations

The Complete Rebranding Playbook: Expert Tips from Abel Personnel’s Journey