Evolving Our Image: Pushing the Dyno Creative Brand Forward

Dyno Creative on Branding and Business Strategy | April 19, 2024
Dyno Evolution Blog Hero

The Power of Rebranding

It’s true—rebranding can be a valuable business tool. Your brand’s ability to adapt and evolve in an ever-changing competitive landscape is essential for long-term success. While there are several strategies you can use to stay relevant and resonate with your target audience, rebranding is a terrific opportunity to strategically realign yourself with shifting market trends, differentiate yourself from your competitors, and connect with your consumers (who are also experiencing evolving consumer preferences).


What Does the Rebranding Process Entail?

From reshaping your visual aesthetics to updating your messages and core values, rebranding allows business owners to breathe new life into their image. Regardless of how in-depth your rebranding journey is, this endeavor requires strategic planning, creative execution, and careful implementation. 

The exact steps of the rebranding process will vary depending on your specific circumstances and reasons for rebranding. However, here are some of the most common elements typically involved in rebranding:

Assessment and Research

From the very beginning, you need to do some research. Evaluate your current brand identity, market positioning, and consumer perceptions. As you gather more information and feedback from various stakeholders, you will be better prepared to identify what components of your brand need to be improved. After all, you don’t want to go through the rebranding process ‘just because’ — this should be purposeful and intentional with clear objectives outlined.

Defining Objectives and Strategy

Developing clear objectives helps you attract the right people, successfully update your brand’s image, and align with evolving market trends. This isn’t something you want to guess at—you have to be strategic. Building a comprehensive strategy will guide your rebranding process and help you achieve your desired results.

Brand Identity Development

In this stage, you may need to craft new elements to update your brand identity. This can include your logo, color palette, typography, iconography, and overall visual style. Just remember, as you rebuild your brand identity, make sure it aligns with your brand’s values, personality, and positioning.

Tip: If these elements are also being rebranded, do those first to ensure they resonate with your updated target audience. Once this is done, then you can update your brand identity.

Messaging and Communication

Don’t forget that messaging and communication strategies convey your brand’s story, value proposition, and core values to all internal and external stakeholders. The rebranding process isn’t limited to just visual updates. It can also include refining your brand voice, tone, and language used in marketing communications, website copy, and even social media.

Design Implementation

Once all the elements of your brand identity and messaging are rebranded, those updates will need to be implemented across all touchpoints of your brand. This includes updating your packaging, signage, website, social media, and advertising materials. This is an important step because you want to ensure your updated brand identity and messaging are consistent and coherent.

Internal Engagement and Training

Assuming your brand involves other people other than yourself, you will need to get buy-in and support from your internal stakeholders (think employees, partners, and management personnel). Take this opportunity to provide training sessions, frameworks, and other internal communications that clearly outline the rationale for the rebranding. If rebranding impacts a person’s role or responsibilities, it is important to review those changes so there is no confusion or misunderstanding.

Launch and Promotion

Once all of these elements have been completed, it is time to coordinate your official rebrand launch. This involved marketing and promotional efforts to unveil your new brand identity. You may also hold a launch event, update digital assets and social media accounts, or roll out a special advertising campaign to boost awareness and excitement about your rebranding efforts.

Monitoring and Adaptation

After the launch of your rebranding campaign, be sure to do ongoing monitoring and evaluation to determine the effectiveness of your rebrand. Gather feedback from customers, collect sales data, and analyze performance metrics to determine if any areas need improvement.

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The WHAT and WHY Behind Our Rebranding

While our overall brand identity was pretty solid, we recognized an opportunity to update our logo mark to be more legible and demonstrate our core value of evolution more effectively. As a design agency, we always want our branding to portray our personality, values, and services in the best light possible. We love to embrace our fun and quirky side, so we want to take advantage of any opportunity to showcase what it’s like to work with us (Hint: We don’t take ourselves too seriously, are passionate about what we do, and will be your biggest cheerleader and mentor as we work together to evolve your brand).

Our biggest challenge was to create a new brand icon that would be more legible than what we previously had and tell more of our story, without being overly complicated. This led us to create a series of sketches to find the right silhouette to use for our new brand icon. We explored using alternate imagery (besides the triceratops) before deciding to stick with our traditional mascot. We ended up using an image of a triceratops in a “developing” state. We felt this would be a great way to reflect the work we do with our partners as we help their brands develop and evolve.

We then went back to the drawing board for our homepage, service pages, about page, and case studies. We created new wireframes with an emphasis on UX and delivering the message of each page as clearly as possible for our audience. Prioritizing focus and hierarchy helped us achieve this goal and feel more confident in our brand than ever before.

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Rebranding: How to Determine if You Need It

If you are questioning whether or not you need rebranding, we’re here to help. Sometimes, you may need a more thorough rebranding process. Other times, you might just need a sight refresh to liven things up a bit. Either way, we can help you achieve the end product you desire.

But, if any of the following things ring true for you, just know a rebrand may be in your near future:

  • Your current brand no longer reflects your company’s values.
  • Your brand is feeling a bit outdated.
  • You have noticed some inconsistencies with your branding that are confusing to your audience.
  • For one reason or another, your brand has experienced higher levels of poor customer satisfaction which is negatively impacting your brand’s reputation.
  • Your branding just doesn’t seem to be vibing with your audience like it used to.

If any of these apply to you—it’s okay—you can turn things around. Check out our latest blog for more insight—Rebrand vs Refresh: Which One Do YOU Need?

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Ready to Rebrand?

Are you ready to breathe new life into your brand like we did? Whether you’re in giant need of a complete rebrand or simply need a refresh to catch the attention of your evolving audience, the design wizards at Dyno Creative are here to make it happen.

Let’s craft something extraordinary together! Schedule a free discovery call with our design experts today. #RebrandWithDyno


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