Letting Go of the Old

Rebranding, it’s like getting a haircut—you know you’ll get used to it, but going from long hair to a bob always feels a bit awkward at first. Letting go of a brand you love, have worked with, and have been used to for years can be equally challenging.

I was attached to Studio Marius—the name, the story behind it, and the journey it represents. This name was my starting point and has brought me to where I am today. Saying goodbye to a name that took me a while to agree on was hard. I remember debating whether to call it Studio Marius or Marius Studio.

But it was time to let go and introduce my rebrand, MARIUS MARIUS. While the new name may seem similar, I had to learn to work with it and get used to it. Many people feel excited about their new look and can’t wait to share it with their community. I was the same. However, the energy level drops when I also realized the amount of work involved after a full rebrand. This can cause anxiety because rebranding is not just about changing your identity; it's about reinventing who you want to be, how you want to be seen, heard, and considered. In the case of MARIUS MARIUS, it involves repositioning the business with new goals, visions, systems, exploring new ways of working, pushing boundaries in our clients' work, and challenging ourselves to try new things as well. That's the fun part. Then it also means updating all legal documents, assets, templates, and for other businesses that aren’t solely digital, also changing all products and packaging.

Rebranding is definitely an investment of time and energy, but once done well, I can tell you it feels good to let go of the old.

What to do first when you rebrand?

The first step in rebranding is updating your identity everywhere. This means replacing all instances of your old brand with the new one simultaneously. Think about your website, social media profiles, business cards, email signatures, and any other touchpoints. It's like giving your brand a fresh coat of paint that everyone will see at once, creating a unified and powerful first impression.

Next, take the time to familiarize yourself with your new brand guidelines. This is crucial. Understanding and internalising these guidelines will help you maintain consistency and authenticity in all your communications and representations. Think of it as learning the language of your new brand—speaking it fluently will ensure that your message is clear and compelling.

How to involve your team?

Your team is an integral part of your brand’s success, and involving them in the rebranding process is essential. Start by holding a series of workshops and meetings to explain the reasons behind the rebrand and the new vision. Encourage open dialogue and feedback to make them feel valued and part of the process. This inclusive approach fosters a sense of ownership and enthusiasm among your team members.

Provide training and resources to help them adapt to the new brand guidelines. Equip them with the tools they need to embody the new brand identity confidently. When your team is on board and energized, it significantly impacts the successful implementation of the new brand across all levels of your business. Remember, their passion and commitment will shine through in their work, reinforcing your brand’s new identity.

How to engage your community?

Communicating the rebrand to your customers effectively is essential for maintaining their trust and loyalty. Start by crafting a clear and compelling message that explains the reasons for the rebrand, the new vision, and how it benefits them. Use various channels to reach your audience, including email newsletters, social media announcements, and blog posts.

Create engaging content such as videos and infographics to tell the story of your rebrand. Personalize the communication where possible to make your customers feel involved and appreciated. Transparency and honesty will help in maintaining a strong relationship with your audience during the transition. Share your excitement and invite them to be part of this new chapter.

How to commit to your new brand?

Fully committing to your new brand identity is crucial for its success. Consistently use the new name, logo, and design elements across all platforms and materials. This commitment helps solidify the new brand in the minds of your audience. Think of it as embracing your new identity wholeheartedly, without looking back.

Regularly review and update your brand guidelines to ensure they stay relevant and reflect any changes in your business strategy. Monitor your brand’s performance through customer feedback and market analysis to identify areas for improvement. Continuously engage your team in the brand’s journey by providing ongoing training and resources. Stay connected with your customers by consistently delivering on your brand promises and values. A well-maintained brand will strengthen your market position and build lasting relationships with your audience.

Final Thoughts

Rebranding is a significant undertaking that requires careful planning, commitment, and execution. By following these steps and focusing on clarity, consistency, and communication, you can ensure a successful transition and position your new brand effectively in the market. Remember, it’s not just about changing your identity—it’s about embracing a new vision and inviting your audience to join you on this exciting journey.

Are you ready to let go of the old and introduce your new brand with confidence and authenticity?

Mary