Tips For A Successful Rebrand

The word 'branding' typed out on a typewriter.

We all remember last year when Massachusetts’ own Dunkin’ Donuts dropped its name to just Dunkin’. Dunkin’ Donuts had been known on a first name basis by fans for years, and it was dropping the ‘donut’ to transform itself into “a beverage-led, on-the-go brand.” What Dunkin’ underwent was a rebrand. Rebranding may seem like it’s just changing your company’s name or logo, but there’s a lot more to it. Here our top tips on how to have a successful rebrand.

Make Sure You Have A Purpose

There are many reasons a business rebrands itself. They may feel their current brand is too generic. They’re feeling embarrassed to pass out business cards or share their website’s URL.

It may be because they are merging with another company or have acquired another one.

Or it could be because their business has evolved. They have new markets and therefore need a new brand to connect with their new audiences.

Whatever the reason, it’s important to have a ‘why’ behind your rebrand.  

Check For Trademarks

The last thing you want is to fall in love with a name or logo that is already being used by another company.

Sometimes companies will hire a law firm to perform comprehensive trademark searches, but you don’t have to do that. You can look for trademarks registered with the U.S. Patent and Trademark Office on their website. The U.S. Patent and Trademark Office is the federal agency in charge of maintaining the national register of trademarks.

You should also perform a Google search of the name you’re thinking of going with. This website can tell you if the domain you like is still available.

Don’t Forget A Tagline

Just Do It. Because You’re Worth It. Finger Lickin’ Good. These are a few well known company taglines. Taglines are important as they represent your company’s mission. They are something competitors can’t steal from you and it’s what differentiates you from them. We recommend your tagline be no longer than five or six words and that it shows off your organization’s personality. Check out our previous blog on the difference between taglines and positioning statements for some more inspiration on taglines. 

Create A New Brand Guide

A brand guide is a formal document that dictates how branding elements can be used such as fonts and colors. Every organization needs a brand guide as it will keep your brand consistent every time it is used, be it via your website, business cards, social media, email signatures, letterheads, brochures, physical space, etc. Brand guides will also keep everyone inside your organization and outside of it on top of how to use and communicate your brand going forward. 

Alert Your Team

As we mentioned, your brand is more than your name and logo. It’s your company experience, and as such, everyone on your team from your customer service reps, sales reps, and marketers to accountants, project managers, and owners each impact how outsiders perceive your business. You should let your team know you’re going to rebrand and make sure they understand the company’s new core values so it can shape how they conduct themselves professionally. To go back to our last point, everyone at your organization should have a copy of the brand guide.

Go Public

What’s the point of doing a rebrand if you’re not going to announce it to the world. Have a press release published in your local newspaper. Write a blog post exploring the 

‘why’ behind your rebrand and the creative process. Share the news on social media to all of your followers.

Sperling Interactive is a branding company that knows how to make you stand out from the crowd. We can work with businesses, nonprofits, and schools to deliver an impactful and consistent name, logo, and tagline. 

Media Buying & Planning

A nighttime photography of Piccadilly Circus.

Have you just launched a new product or service for your business? If so, congratulations! Now, you’re probably wondering how you’re going to market this new offering. One beneficial way is through media buying. 

Like search engine marketing, media buying is very much a formula. There is a whole process behind media buying. As such, for today’s blog post we’re going to be covering all the steps for a successful media buy. Before we begin, let’s dive into what media buying is. 

What Is Media Buying? 

Never heard of the term before? Media buying is the procurement of media space and time to display ads. Media buying falls into the paid media category and includes print ads, radio advertising, commercials, and even digital ads. Because it is so diverse,  it can be a very beneficial avenue for businesses to help them achieve their marketing goals.

Know Your Audience 

Before you launch a campaign, you need to first determine who your target audience is. What is the age, gender, social status, marital status, location, and hobbies of your ideal customer? Paint a picture of who they are. These insights will help you not only with your messaging, but it’ll help you choose where you display your ads. 

Research Your Target Audience


Once you’ve identified your target audience, it’s time to do research on your audience. Businesses need to know where their ideal customers and clients spend their time and what leads to their purchases. As we blogged about earlier this year, not every generation buys the same way. Read our blog post, How to Market to Different Generations, to learn more about the four different generations- baby boomers, gen X, millennials, and gen Z. Older generations are more likely to respond to traditional forms of media like print, radio, and TV whereas younger generations prefer social media, blogs, and YouTube. 

Research Time & Messaging 

To be successful, you also need to factor in the right place, time, and messaging. 

These days timing is everything when it comes to advertising. Knowing where you audience is at a given time is the difference between a strong ROI and thousands of dollars just wasted. This article from Centro shows daily, weekly, and seasonal consumer trends.  

Equally important is messaging. Powerful messaging will express the value of your brand and it’ll help your ideal customers and clients resonate with you. To write compelling copy, think about what differentiates your business from others like it. Use imagery to tell your story and don’t forget to keep the copy simple. Don’t be too wordy. 

Research Competitors 

Knowing what your competitor is doing is always critical. You should ask yourself, do they have a media buying strategy? What are their marketing strategies? What is their key messaging? Knowing this information can help you save time and money. 

Choose The Media

Next, you have to select which media you want to go with. Your ad could be displayed in a newspaper, travel guide, magazine or on a commercial, billboard, or the radio. When choosing your media, be sure to think about your audience. Baby boomers are more likely to pick up a print publication. The ways Generation X likes to be marketed can be comparable to Baby Boomers and/or Millenials. Millenials like engaging with creative, interactive forms of media.

Allocate Your Budget

Ah, budgets. While they can be annoying and anxiety-inducing, they are always important when money is concerned. 

Negotiating 

Whether you select a radio station or newspaper publisher, it’s important to negotiate beforehand, not after. Look for deals and ask for discounts. Be sure to compare offers before you make a final decision.  

If you’d like the extra help with media buying, let us know. At Sperling Interactive, we have done media buying campaigns for various businesses.