We’ve talked a lot about brands, how they choose to promote their products, and how to avoid brand nightmares. We also covered the (partial) re-branding of GM – or at least what we think they should have done!

Most companies will be lucky, they will never have to go through the process of a complete re-brand. But, there are a few who will have to…and then there are those that choose to. Of course, re-branding an entire company is not easy, and should be given the time and respect it deserves.

Which is exactly what Gro Baby did when they re-branded everything and became GroVia. Their story is explained in detail on the Fox Small Business site, but the most important details of how they made a successful re-branding happen are below:

• In the earliest stages, brainstorm. Ask yourself these simple questions: Who are we? Who are our customers? Where is our company going?
• Be absolutely certain you are working closely with an intellectual property attorney while choosing names. You are going to want to choose a name that can be registered.
• Enlist the help of a PR firm starting in those early stages, and start planning how you are going to launch your rebrand to the public.
• Know your competition. Does your rebrand set your product apart from others on the market? This is your chance to update your image; don’t try to fit in with your competition–take a risk!
• Budget accordingly. Rebrands are expensive, no matter the size of your company. Be certain you have allotted enough for a strategic public relations campaign (from press releases to interviews and events) and aggressive marketing following the launch of your brand.

Have you ever had to re-brand your business? What other suggestions do you have?