What is design thinking and why is it so popular? Well, it’s a process used to redefine problems in an attempt to identify alternative solutions. This same process can be used for rebranding purposes. Just as “we are our brain,” companies “are their brand.” It defines why they exist, why they do what they do, and what distinguishes them from the competition.

So, how can design thinking be used for rebranding? Keep reading to learn more about the process.

Design Thinking 101

For those that are not familiar with design thinking, here’s a quick lesson on the process. Design thinking is a process for creative problem-solving with a human-centered core to keep it short and simple. It can be used for developing your marketing strategy, a website, a product, or it can even be used for your rebranding project.

Rebranding Your Business

Is it time for you to rebrand? Rebranding your business is not a decision to take lightly. It’s important to consider it and make sure that it will be the best move for your business in the long run before you go through with it.

There are plenty of reasons why you may need to rebrand, but there are a few that might be more important than others. First, the vision has changed. Have the customers and clients you serve have shifted somewhat? Have you found yourself coming out with a new product that doesn’t align with your original mission? If so, it might be time to consider a rebrand.

Second, you want to attract a different demographic. If you want to attract bigger clients or there’s another demographic that you want to attract, rebranding can also be a great move on your part.

Finally, you’ve lost focus. If you’re starting to offer many varied types of services and products, it might be time for a rebranding.

So, how do you use design thinking to rebrand? 

Design Thinking and Rebranding

You can use a method of design thinking to help your rebranding process. That method is called a saturate and group. When you saturate a space, you unpack thoughts and experiences into tangible and visual pieces of information that you surround yourself with in order to inform and inspire the design team. By grouping these thoughts, you’re able to identify key themes which will help you create meaningful design choices or solutions.

In this case, that solution is a successful rebrand for your business. You can ask yourself questions such as:

Why do you need to rebrand your business?

What needs or business goals do you have for your business that aren’t being met?

What is the function of your business?

Who is your business for?

What will clients accomplish when doing business with you?

These questions will help guide a brainstorming session. You can collect the feedback from your team and group that data into categories and themes. From there, you can determine the next step for your rebranding process now that you understand why you need to rebrand.

As mentioned, design thinking is used for more things than just strategies and web design. It’s important that you understand your business and where it’s headed. Once you do, you can then begin the rebranding process.