The WORD is out there! Fashinnovation has a new brand, a new website, and a new Hub. On July 19th, we pressed start on our new phase during a Live with Jordana and Marcelo Guimarães, our co-founders. Our rebranding not only marks this new era but also gives us the possibility to dream even higher and reach new goals.
Do you know about rebranding? Do you know what is it and how that can be a game-changer for your company?
Well, this article is for you! We’ll explain everything you need to know about how to give a new identity for your company and how that can help the business.
But, first things first, let’s understand a little about branding. Shall we?
Why is Branding so Important?
A brand is much more than a beautiful design and an unforgettable logo. It concerns all associations made by the consumer to a particular company.
When we buy a new iPhone or a Nike Sneaker we’re not buying only the product. We are also paying for the branding, which means, the exclusive experience we have with these products. Along with that, when people see these big brands’ logos they strictly identify exactly which company it is from. And, at the end of the day, this is all strong branding is about.
Furthermore, when these established brands communicate their product, they sell their differential. They assure that the experience there cannot be found anywhere else. Therefore, people become loyal to them and understand that what they are looking for, can be found exclusively on that brand.
It’s not easy to build this kind of recognition. It takes a lot of investment in marketing – and time.
But, what we’re showing here is that branding is a symbolism. It englobes the entire relationship of customers with the brand. It defines how the company communicates, behaves, and strengthens the bond with its base of supporters. Even because a brand is nothing without the people around it.
As we say, “human relations, people, are the key”. And, not only for innovating but actually creating change and a legacy.
So, when we understand that branding is the combination of all the aspects above, we see that rethinking it to better suit the company’s plans for the future is a strategic decision.
Rebranding? What’s that?
To understand this process, it’s only fair to take a look at the word itself. Rebranding is, in other words, remaking your branding. That means the visual identity, concept, voice, and everything else that concerns the outside view of your company.
Rebranding is the act of reframing the image that the outside community of a company or product has of it. The purpose of rebranding is to change the public’s perception of the brand. Therefore, such actions may involve changes in the name, logo, branding and/or other elements.
Let’s take Fashinnovation’s New Brand as an example. We changed the concept and the way we were communicating who we are, however, we didn’t change our values – neither the core of our business. We kept our essences but opened the space for bigger dreams. And, rebranding is also about that!
Companies can use this process to start from the beginning, review what they are from the roots. However, at the same time, rebranding can be the key to new business. If you’re scaling up your business, it can be a tool to help you show people what you’re aiming for and where you’re going.
There are a number of reasons that can lead brands to rebrand. A new target audience, the reversal of a crisis, the updating of the visual identity, the penetration of an unprecedented market… All of this can lead a company to the rebranding process.
Beforehand, we guarantee that it is not an easy process. From the creation of the new concept to establishing the communication strategies for the new brand, this is a long journey. However, in the end, the results can be very positive not only for the company itself but for the impact it has on people around it.
After all, branding is all about the experience! Let us walk you a bit through that idea.
The decision to invest in a market replacement can stem from several factors. In some cases, management may notice that the message conveyed no longer fits the characteristics of the consumer, a fact that calls for a change to remain competitive.
In other situations, the change may be a business initiative to change the target audience itself. Or, as in our case, to launch the Fashinnovation Hub, grow our events even further and build an even more united and engaged community.
The rebranding process must be complete. In other words, it must cover everything from the language used in the company’s marketing to the visual elements of its logo.
In the next topic, we’ll give you some practical tips for applying the concept in your company. Follow the reading!
1. Plan and Organize Yourself, the Company and the Team
As we said, the rebranding process is not easy. So don’t forget that planning is the first step to ensure that everything works out. Understand where you want to go, what investments will be needed and align it all with the team.
2. Create the Concept
The concept is what will guide all decisions. Be it yourself or hiring a professional, the suggestion is to understand all of the characteristics of the company. That means, plans for the future, where they want to go, what they want to communicate and who they want to talk to. With that, the essence of the new identity will be established and the rest of the process will be cohesive.
3. Work on the visual identity
Many companies usually hire a professional specialized in the subject. Translating the concept and building something tangible is not easy. In our case, we have our Head Creative & Design, Vinicius Monteiro, who, together with his team, built the concept and developed the visual characteristics.
When we talk about visual identity, it is very important to understand that it must convey the essence of the brand. Also because it is the quickest and most simplified contact between the public and the company. Therefore, the visual identity has to be unique and transparent in the message.
4. Creating all the Assets
A new brand demands a lot of production. We’re talking about a new website, new graphic arts, a new communication strategy… Basically, new everything! Therefore, organizing production and making it flow is essential.
5. Brand on relevant media channels
Brand modernization must be accompanied by strategic exposure in media channels. So, if you don’t have a well-structured strategy for the use of social networks, this is the perfect opportunity for your creation.
It is important that the chosen channels are relevant to the person’s interests, in order to promote quick dissemination of the changes made. Therefore, if your rebranding has to do with a search for the most engaged audience on social media, ensure an active presence on networks such as Twitter and Instagram is paramount.
6. Arouse curiosity and spread the news
Those who follow us on social media saw that before the launch we counted down and showed our audience that something cool was coming. The idea is to arouse curiosity to create desire by the public. Show them that they need to have contact with the new branding, without them even realizing it.
In rebranding communication, the secret is to think concisely and strategically in pre and post-event communication. In other words, in addition to arousing curiosity, when everything is released, it is important to spread the word around. Activate as many people as you can, contact major publishers, post on social media, tell neighbors and your family. Make the news run!
Our rebranding means the continuation of what we’ve been doing, but bigger. And, maybe, be a game-changer for your company as well.
Don’t forget to take a sneak peek at the backstage of our New Brand!