In the complex and dynamic world of graphic design and branding, the first rebranding of a company represents a unique journey for both the design team and the clients. Over the years, at Brandfusion, we have gone through numerous visual and strategic transformations, guiding companies towards a new identity and communication direction. These processes have not been without challenges, with our interaction with customers being essential in managing them.
Involvement in the rebranding process
Rebranding is a concerted effort, made up of a series of well-defined steps. In the first phase, research and a deep understanding of the company, the market and the competition are essential. This is a time of discovery where the design team works closely with the client to define the purpose and values of the brand. Some clients may be surprised or overwhelmed by the need for engagement on their part, at so many stages. Clients can participate in brainstorming sessions or workshops together with the design team. These sessions can be a great opportunity to explore with designers creative ideas, identify key elements, and establish design directions that connect with the target audience. Workshops organized by Brandfusion in this regard require attention and involvement, as they will have results with long-term impact.
Breaking with the past
The next stage involves the development of concepts and ideas, which will form the basis of the new visual identity. This is where a new challenge for customers comes in: accepting directions that may be radically different from the old image of the company. One of the biggest hurdles customers face in rebranding is the change itself. It can happen that a client is very attached to the “legacy of the past” of old visual identities. Whether it's a symbol, a name, a color, there are sometimes design elements that the customer is attached to but that do not add value to the brand, and the rebranding process requires their removal or adaptation.
Thus, customers may feel that they are losing their identity or that they are giving up important parts that have defined them over time. Finding the balance between the new and old brand can be challenging. We have learned that this is a sensitive time, requiring effective communication with the client, in which explaining the reasoning and presenting concrete alternative examples can help dispel fears.
Expression of vision
Designers begin to create the visual elements that will define the new look of the company. At this stage, the logo, colors, typography and other key visual elements are outlined. Clients interact closely with the design team, providing feedback. Here, however, other challenges arise. Often, clients may have difficulty expressing their vision in words or have expectations that are difficult to communicate. The role of the Brandfusion team is to facilitate this dialogue and turn feedback into clear directions for the design team.
Support in the design
As the rebranding evolves, customers provide feedback and support for the implementations of the proposed design. Managing this feedback can be challenging, as designers need to stay true to the rebranding vision while taking into account customer opinions and suggestions. Maintaining a balance between the creativity of designers and the wishes of customers requires continuous and clear communication. Customers may also be surprised that they also have to provide ongoing design support by conducting professional photo shoots, purchasing stock items, licensing fonts and getting involved in the final production of implementations. These types of resources can make a difference in the final result of projects.
Testing and Implementation
After completing the design, we move on to testing it in real contexts. What does the new logo look like on different materials? How to integrate visual identity into the online environment or on products? This stage brings technical challenges, but also opportunities for adjustment to ensure coherence, consistency and flexibility of visual identity. It is important to involve customers in this phase to get their feedback on the implementation and make the necessary adjustments. In some cases, there may be reluctance to change or suggestions of adaptation to certain environments or cultures.
Acclimatizing to the new identity
With the launch of the new identity, customers begin to adapt to the change, and this is where the challenge of consolidating the new vision in the company's culture comes in. At Brandfusion, we insist on maintaining constant communication with our clients, providing them with resources and support to integrate their new identity into all aspects of their business.
Conclusion
Rebranding is a complex and challenging process for customers, especially in the case of the first rebranding. As creative director at Brandfusion agency, I learned that careful listening, clear explanation of the process, and adaptability to feedback are the keys to a successful collaboration. By combining creativity with strategic analysis, we can help companies redefine their identity in an authentic and meaningful way, turning challenges into opportunities for growth and innovation.
In conclusion, the first rebranding process brings with it significant challenges for customers, from accepting change to effectively communicating their vision. In these moments, a close collaboration between customers and the design team, as well as an openness to exploring new and innovative directions, can help make the process unforgettable, a reference in the life of a business.
“When we decided that it was time for a refresh of the Adams Supplements brand, we already had in mind a direction that I would have liked to head it.However, Brandfusion challenged us with a different perspective, obtained after careful analysis of the market and discussions with dietary supplement consumers.
That is why Brandfusion's arguments in favor of the proposed concepts and the fact that we were able to listen to the “voice of the consumer” have, in the end, cleared us of any doubts. For me, it was a testament to Brandfusion's ability to deeply understand the business, the market, the consumer and come up with strategic and creative solutions to meet their needs.“- Zsolt Benedek - Founder Adams Vision