Mike Johnstone
As we discussed in our last post, your branding is far more than just a name or logo – it’s how prospective clients find you, how current clients perceive you, and how your employees feel about your company. So, if you’re thinking of rebranding, it’s not a decision to be taken lightly. Here are some points to consider.
Why rebrand?
A firm might rebrand for many reasons; sometimes it is a strategic decision, and other times it is an unavoidable response to change within your business. Your motivations may include:
– A major business change. If your firm has evolved, you need to ensure your brand still aligns with who you are and the services you offer. For example, if you have recently acquired a new firm, it can be a good idea to incorporate some element of this firm’s branding into your design.
– To bring your brand up to date. You might not have changed, but the world has. After a while, designs can start to look outdated so your image might need a refresh.
– Your client base has changed. Is your target audience the same as your current client base? If not, why not?
Don’t rush it
The benefits of a successful rebrand are clear – it gives your business a fresh lease of life and provides you with an opportunity to reflect on your values and key messaging. However, it is important not to dive headfirst into a rebrand without careful consideration as it can end badly if rushed or poorly prepared. Also, there is a risk that clients who previously identified with the brand will be less enthused by the new approach. You therefore need to make sure this is the right decision for the future of your firm.
What type of rebrand do you need?
Not all rebrands look the same. If the aim is to reinvent the business, a major overhaul might be on the cards. On the other hand, a brand refresh might be sufficient if you’re just updating a slightly dated image.
· A brand refresh usually involves minor edits, such as modernising individual aspects of your logo or tweaking your colour palette. Brand refreshes are a great way to keep your brand on trend without drastically altering the styles.
· A partial rebrand might mean you modify some elements but not others. For example, this could involve designing a new logo that keeps elements of the old logo. Partial rebrands are a useful way to indicate change without overwhelming your clients with something entirely unrecognisable.
· A full rebrand, where all aspects of the brand are recreated, can allow you to relaunch with a completely new image. This could be because something wasn’t
working with the old style, or simply because you want to create something that better reflects your current (and future) values.
Think ahead
Rebranding is a big commitment. It will take time to implement the change and make sure every aspect of your online and physical presence is updated. Ideally, this is something you’ll think about well ahead of time: if you are planning to rebrand in the next year, now is maybe not the time to print thousands of business cards in the old style.
How TOMD can help
Here at TOMD, we have years of experience working with law firms on full rebrands and partial or light-touch refreshes. To find out how we can help, please do