Rebranding is the process of creating a new positioning, naming and improving the brand identity (corporate style, packaging design) in the eyes of consumers.
Who needs rebranding?
The rebranding process can be quite long and labor-intensive, so you need to make a decision about it carefully. Perhaps you just need to update your corporate identity and nothing more. The outcome of the project will depend on how the customer approaches the formulation of the task and filling out the brief.
Several reasons why you should think about rebranding:
- Mergers and acquisitions. When two companies merge, each brings its own unique brand identity. The key to a successful merger is finding a new identity and creating a brand that represents and unites the values of both parties.
- New market and locations. For example, if a business is expanding into an international market with different languages and cultures, this will require localizing the visual style and tone of the brand.
- Changing the target audience. Rebranding can help attract new audiences when a brand no longer resonates with an old one.
- Outdated branding. Your brand no longer represents what you’re offering or simply feels outdated.
- Change of concept. Maybe you opened a brick-and-mortar store first and then moved it online. Or your restaurant now only offers takeout. Such changes impact the customer’s experience with the brand, so they must be effectively reflected in the branding.
- Bad initial branding: Perhaps you didn’t take a lot into account when starting your business or chose an agency at the lowest price, then you are guaranteed to review all stages of rebranding.
What to pay attention to during the rebranding process
1. Determine the cause
You need to look inside yourself and the company, ask questions to determine the brand problem. Your new vision, mission and values will be the foundation of the brand. The brand purpose will unite the entire organization, and the visual part will consolidate it all.
2. Research and identify your target audience
For a rebrand to be successful, it is necessary not only to target the right audience, but also to resonate with them. It is also important to study your competitors.
To determine your target audience, you need to take into account both the current demographic and the one you want to attract. Based on your target audience data, you can dig even deeper to find out your target audience. What experience do they have? What do they like?
3. Decide what stays and what goes
To some extent, rebranding is like revising your wardrobe. Before you get rid of all your assets, you need to first decide which ones are workable.
For example, are you planning to change the brand name? Most often, the name can remain the same, this helps recognition. However, when two companies merge and create a new brand, changing the name is a good idea. This also applies to visual elements (logo, colors, typography, patterns, packaging, website, photographs, business cards, promotional materials, etc.).
4. Collaborate with the team
The rebranding strategy must first be discussed internally with partners, investors and employees. Make sure you understand the need to update.
5. Share with the world
It never hurts to create a buzz around a new brand. By showing the audience a small piece of what the brand will look like, you can attract more attention and make the launch more successful.
6. Listen to reviews
The needs of your customers are the driving force behind your rebrand. Therefore, listening to their feedback is as important a step as any other.