As companies grow, change is inevitable. In many cases, it is these changes that lead to significant and defining changes renaming decisions. Rebranding represents a tremendous opportunity for businesses to appeal to a wider audience, better communicate their values ​​and brand identity, and implement changes that ultimately better position them in their particular market segment.

However, it is essential to acknowledge the deep work, thought and consideration that must go into every aspect of a rebrand. After all, the process takes time and requires significant allocation of resources, so it is important that the rebranding vision and brand identity are aligned to ensure that money is well spent, new customers are reached and existing customers are retained brand loyalty.

Recently, I have been working closely with our VP of Marketing to lead renaming efforts in my company, ZenToeswhich has grown significantly since we launched in 2015. It was important for us to remain focused throughout the long process, considering at every step how our packaging and branding would reflect and elevate our brand experience and served as an extension of our mission.

Now that we're ready to unveil our rebrand, I wanted to share key considerations that were helpful throughout the process to help other business leaders considering a rebrand to take their companies and brand to the next level.

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1. Do your research

Whatever research you do, it should support the answer to this two-part question: What does the competitor's kit look like, and how do you set yourself apart? Be thorough and diligent in gaining a real understanding of your market segment so you can ensure your brand stands out.

2. Reflect on your core values

For our rebrand, introspective exercises and a look at aspiring brands helped us validate and evolve core values. We found, for example, that it was important for ZenToes to embody a sense of joy, which now comes through in our colorful approach. Once your core values ​​are clearly defined, it will be easier to reach a consensus on ways to convey and reflect those values ​​through your branding visually.

3. Clearly communicate the purpose of the product and the mission of the company

Never lose sight of the importance of communicating what you do with your branding and copy. Customers should be able to look at your packaging in a store aisle and clearly know what your product is and how it's useful.

4. Stay true to your brand voice

Approach your brand as if it were a person. It can be helpful to engage in an archetype exercise to personify your brand so that you can strengthen brand behaviors and perceptions. We did this during our recent rebrand and found it important to stay true to our authentic brand voice and identity throughout the process.

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5. Involve your team

Your team knows your brand best; use them for input on how the rebranding process is shaping up – especially your customer service team, who have a direct line to your customers every day. Establishing a project leader can also ensure timely completion.

6. Bring in experts when you get stuck

You will inevitably encounter moments when you feel stuck during the renaming process. Sometimes, the answer is so simple that all you need is a fresh set of ideas and eyes. I've always believed that collaboration is the way to do things, and bringing in a fresh perspective on certain aspects of branding proves incredibly rewarding.

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7. Address what wasn't working

For our latest rebranding project, it all started with trying to answer the question, 'How can our packaging help us stand out on the shelf as a brand?' From there, we realized we needed to modernize and modernize our look to become what we set out to be—a disruptive foot care brand that brings joy to all aspects of your foot care—and develop a brand block in shelf that grabs the buyer's attention at a glance. It's important to clarify what needs to change from the start of any rebranding project to stay on track.

8. Keep the project organized

Working on the core issues and addressing the brand in steps was critical to ensuring the success of the business and the rebrand. Consider using an organizational tool like Asana to help you stay on top of deadlines and make sure nothing falls through the cracks.

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9. Validate as you go

The survey was integral to realizing that our work – namely, the brand's updated visual identity – was headed in the right direction and gave us the confidence to bring the rebrand to the retail shelf. Throughout the process, we submitted the new packaging for awards to measure results, ultimately winning the GD USA Packaging Award.

10. Address the rebrand to your current customers

Communication should be a top priority to maintain brand loyalty and avoid customer confusion. In preparing to roll out our rebrand in stores, we created clear messaging and communications to support the packaging transition for each of our listings, informed our retail partners months in advance and used the digital store refresh as a moment to celebrate our brand's purpose on social media.

11. Know that it is a lot of work with unforeseen costs

Rebranding projects take time and often involve unforeseen challenges and costs. A high-involvement and potentially costly hurdle we had to overcome at ZenToes was the transition timelines of products to retail. It was a real operational foxtrot – there were no two transition products at the same time for us, and to keep costs contained, we went through updates across the entire portfolio. Another touchpoint involves updating all digital assets—from product photography to graphics, email signatures, and social favicons. There are many assets to touch and update. Keep track of priorities, but also prepare for the unexpected.

12. Have fun!

Seriously, renaming projects can and should be fun! The whole process, although exhausting at times, is incredibly rewarding. From winning awards to getting your team and clients excited about it, creative work should be exciting and celebrated. Enter for awards to recognize the work of top players, engage and excite your community, and reward your team along the way.

Ultimately, rebranding represents a tremendous opportunity for a company, its team, and customers to bond around a shared brand vision. Creating a strong visual identity that aligns with the business' core values, clearly communicates its unique selling proposition and speaks to consumers can be a game changer for any brand. Be attentive throughout the process and take the time to do your due diligence. Done right, the result will transform your trajectory and take your brand to the next level.