Imagine you’ve opened up your wardrobe, and you see the same old clothes hanging up – the ones you’ve been wearing for the last 15 years. While there might be some of your all-time favourite items that you can’t bring yourself to part with – for the most part, you’re probably thinking, those items just don’t suit you anymore. After 15 years, the world around you has changed – styles and trends have developed. You have changed – the person you are has changed. You are not the same person you were 15 years ago when you first picked out those green trousers. It’s time for a rebrand.
That’s how we felt here at Oxygen. Once Oxygen Graphics, now Oxygen Elements. We’ve had some self-reflection and realised that we needed to completely re-stock our wardrobe. We’re 15 years in, so it’s no surprise that our business has grown and our vision has changed. But rebranding after such a long time isn’t just about refreshing a logo or tweaking a tagline. We saw it as an opportunity to reignite excitement while reconnecting with loyal customers and engaging with new audiences.
We needed a brand that tells today’s story, speaks to our target audience and showcases how our services have developed. So that’s exactly what we did. Here is how we strategically approached this transformative journey and reinvented our narrative.
Understanding the need for rebranding
Before embarking on your rebranding journey, it’s critical to identify why you’re rebranding. Common reasons include:
- A shift in target demographics
- Expansion into new markets or industries
- Evolving business goals or values.
Clearly defining the purpose will guide the rebranding process and help you measure success.
Research and analyse
Now that you’ve explored why you are rebranding, it’s time to do some thorough research. Research your target audience – is it the same customer type that you wanted to attract when you first launched your business? Understand your audience, competitors and industry trends.
Consider surveys, focus groups and customer feedback to gain a better insight into how your brand is currently perceived and what could (or should) be changed.
Define your brand’s identify
Your new brand identity should reflect your business’s mission, vision and values. Create a brand strategy that outlines the following:
- Brand personality: How do you want customers to perceive your business?
- Key messages: What are the main points you want to communicate?
- Value proposition: What can you give your customers that competitors can’t? At Oxygen Elements, we identified the need to approach projects more strategically. We want to take our services deeper, to new levels. We want to explore all elements of their marketing strategy to maximise their overall output strategically. We wanted to build on our core services, providing customers with additional, comprehensive online marketing methods tailored specifically to each customer.
Revamp visual elements
Visual elements tend to be the first thing your customers will notice, so be sure to update or redesign key assets like:
- Logo
- Colour palette
- Typography
- Your website and marketing collateral
And remember, every touchpoint needs to send the same message.
Consider working with professional creatives who can develop new visuals that resonate with your audience and align with your brand strategy.
Plan a rebrand rollout
Rebranding isn’t just about creating new designs – it’s about introducing those changes and getting your new image seen. Your rebrand rollout could include:
- An internal launch. From employees to partners and stakeholders, ensure that they understand your new goals so they can be ambassadors for your new image.
- External launch. Showcase your rebrand to your wider audiences via email campaigns, social media, press releases, and events. You could consider teasing your customers by drip-feeding.
Communicate transparently
Always communicate with audiences why your rebrand is happening and what it will mean to them. Be sure to focus on the positives, highlighting how the changes will benefit them.
Monitor and adapt
Always be open to adapting. Post-launch, gather feedback to assess how people have received your rebrand. Keep an eye on customer engagement and sales performance – and be prepared to make adjustments if necessary.
Rebrand with Oxygen Elements
In November 2024, Oxygen Elements was born. From the fusion of purples and pinks that now form our logo to our new tagline that tells our story in just four words: ‘creative chemistry igniting brands’. After 15 years, we took the leap, and we’re now ready to help other businesses to do the same.
The rebranding process requires careful planning and execution – you must understand your audience, craft a cohesive strategy and communicate effectively. The team at Oxygen Elements not only comes fully equipped with the skill, expertise and knowledge to support businesses throughout their rebranding process – but better still, we have done it ourselves. Contact us today and find out how we can ensure all of your marketing elements give your audience the same chemistry.
