When creating a brand, the needs, audiences, and demands of that particular moment are targeted. Therefore, if the logo or the brand messages no longer identify the same groups, or if you are looking to summon other clients, it may be time to start with a rebranding.
This "facelift" process is known as rebranding and, in this article, we will tell you about the main benefits and objectives of rebranding so that you can apply it to your project. By learning about the difference between branding and rebranding, we can help you identify if your company's face needs a refresh in its branding and visual identity, and corporate communication.
From how to communicate a corporate image change to how to do a complete rebranding, through how to share a logo change, we will explain when to rebranding and how to design a rebranding along with an essential guide for you to define the objectives of your rebranding!
What is a rebranding?
Rebranding is the change of name or brand, either by making a variation of the original or changing entirely to a new one.
This implies the modification of the term that defined us and changes in the logo, design, texts, typography, ways of working, etc. In short, to question everything we have been doing so far and modify it for the better!
The following are many strategic reasons for rebranding, a company may need to rebrand to:
- Reestablish its leading role in the market.
- Recognize and reflect a significant acquisition.
- Announce a new technology or invention that changes your mission and vision.
- Refocus the company around the critical customer and/or industry trends.
- Reflect a strategic move to reach new markets.
- Give new life to brand sales.
- Go beyond an adverse event (for example, a post-Covid-19 rebranding of your logo )
When to rebrand?
There may be several reasons why a company may decide to start a rebranding process. Let's review the most common and some tips before starting a change in your brand or company.
- Rebranding after several years in the market: if the company feels outdated or stagnant, rebranding can be an excellent solution.
- Rebranding due to the merger of 2 or more companies: in a project where several companies come together, their visual and brand identity must reflect this.
- Rebranding due to a lot of inferiority than the competition: if you notice that your competition surpasses you, why not think about a facelift?
- Rebranding to improve the growth and sales strategy: sometimes, it is impossible to retain the expected customers. It is time for a new concept of branding!
Tips before starting a rebranding process
Like any change in a business, we must assess the risks to our brand before starting a rebranding. We share some essential tips so that you do not get lost in the attempt.
1. Study your competition
Look at both the design, the image, and the fonts or lettering fonts, as well as the strategy that your competition follows to attract customers. Do not copy. Just watch to get good ideas and see what is working in your sector.
2. Try without fear
Experiment without being afraid of making mistakes. It's the beauty of rebranding: trying all kinds of combinations until you find one that you really love.
3. Listen to your customers
They are better than anyone who tells you what they want and what they would like. Pay attention to their requests, complaints, and wishes. They rule!
4. Ask for an opinion
Don't make the mistake of working alone or with a small team of people.
5. Consider the risks
Doing a rebranding implies gaining experience, getting a new image, and leaving behind negative episodes of our brand, but we will also have to resign achievements, objectives and redefine our "promise with the client."
6. Evaluate response or rejection scenarios
Keep in mind that changes, in the beginning, can generate rejections from your customers. Therefore, you must prepare the scenarios for that; Communicating a corporate makeover can be a challenge, and you should reassure your consumers that the modifications do not arise from a whim but rather meet needs.
The essential guide for a successful rebranding
Follow these steps and recommendations, and don't hesitate to start rebranding your company!
- Build on branding from the inside out. Prepare a questionnaire to distribute to your work team that includes the following areas: current brand identity, current verbal identity, current visual identity.
- Analyze the answers your team gave you and bring them back together to reach a consensus.
- Document those "findings" and retake the questionnaire. They should be able to come up with a single official questionnaire.
- Identify who you will speak to. Therefore, defining a buyer/persona is essential to choose the tone of your messages.
- Define your brand heart: purpose, mission, vision, and values. These questions can help you: why do you exist? What future do you want to help create? How do you make that future? Who are you? How do you work?
- Create your brand messages: voice, tone, slogans, brand messaging pillars.
- Redesign the visual identity of your brand. You should not miss some points: that they are comprehensive, intuitive, flexible, and precise.
- Create a comprehensive marketing strategy to publicize your "new" brand. Let the whole world know!
We come to the end of a brief tour of branding, rebranding, and its different application instances. As you have seen, a rebranding process can be carried out in numerous scenarios, but they all share something in common: the multiple steps and the need for teamwork.
We hope that our essential guide for a successful rebranding will be of help to you, and you will be encouraged to the challenge of designing the rebranding that your brand needs!