Rebranding refers to altering an organization’s corporate image. It gives an existing brand a new name, symbol, or change in appearance with a new vision. Rebranding is a strategy to differentiate a company’s image from its competitors in the market.
A rebrand involves more than a name change, visual overhaul, or new logo. It involves updating the vision, purpose, values, and market of your business to match the present state of your brand.
If you are also thinking of rebranding your business to give it a new scope, this blog is a must-read to help you guide it thoroughly.
1. When Should You Think About Rebranding?
Before we start, there is an important question to ask yourself. When do you need to rebrand your business? There can be many reasons for the answer, such as changing a brand direction to match the current generation or maybe because your brand is following outdated methodologies and needs a new approach with better guidance.
Hence, the following are the most common reasons found for rebranding:
New Places – Rebranding is an excellent option for your company if you intend to grow into domestic or international markets. Every city has eccentricities that may or may not identify your existing logo, marketing, etc. Hence, rebranding here will help you well.
Product/Service Positioning – If you plan to reposition your business in the market, you need rebranding to educate your audience about this change. So, your brand must alter if you plan to reposition by altering the product, price, or market.
New Business Philosophy – Your organization’s goal, vision, and norms should guide every choice, including business and brand commitments. If these founding elements change, then the direction of your firm also changes. Hence, rebranding is needed to create a brand strategy and identity.
Mergers & Acquisitions – When two businesses merge, it automatically means that two brands are also connected. If your firm was purchased or merged with another, you had to do more than just let the two brands compete. To avoid confusion and promote confidence, rebranding automatically helps to find a new brand that matches the new business.
2. The Ultimate Guide Steps of Rebranding
- Have a Solid Genuine Reason for choosing Rebranding
- Do proper research and see how the audience will react to this change.
- Create a brand strategy that has the new message
- Build your profile according to the new brand guidelines
- Start making marketing materials according to the new change.
3. When Should You Avoid Rebranding?
When product is doing bad – In bad times, when sales are down, or brand awareness initiatives fail, leaping to rebrand is the incorrect decision. Transitions without an organized plan of action may generate short-term hype, but you may not be successful in retaining your brand popularity in the longer term. Thus, most likely, you will lose the core of your marketing direction and sales.
Boredom – Customers remember your brand because of its steadiness. However, people frequently contemplate rebranding because they are tired of watching the same logo, color, typeface, and messaging daily. However, what makes you feel restless and bored may appeal to your clients and makes it easier for them to remember.
To Handle an Emergency – Rebranding to address ongoing internal concerns or to counter negative headlines is a terrible idea. Consumers and employees today are astute enough to see straight through the performance and judge accordingly.
4. Total Vs. Partial Rebranding
At this point, you should have determined whether or not you should rebrand, and if you do, the next issue is to what extent. Whether whole or partial. To further grasp what’s at risk, consider partial rebranding as a fast touch-up, while entire rebranding refers to a complete makeover.
In the situation of a real identity crisis, partial rebranding focuses on the visual identity to meet the demands of the marketplace. In comparison, complete rebranding is used when a company’s mission, vision, and values have changed dramatically. This approach is appropriate for scenarios such as mergers, acquisitions, and other fundamental developments.
Also read – Top 10 Branding Strategy to Grow Business
5. Are You Prepared to Rebrand: Work With Vowels Agency
Now that you’ve learned every advantage and disadvantage of rebranding, it’s time to determine how you want to rebrand your own company. Whether you choose a logo overhaul, a website redesign, an updated message, or a total brand makeover, we can help you without hassle. Contact our experts today and make your vision turn into reality.
1. Express Royale (Hotels and Resorts)
Express Royale wants to rebrand its hotel to set for expansion all across the country. Hence, we provided them with a new rebranded strategy and created material for their new vision.
Vowels Agency has rebranded Enviros (a water treatment company). We provided them with an excellent marketing plan and a new identity for the targeted audience.
Q. What are the hurdles of Rebranding?
Ans. Here are the 4 most common Rebranding obstacles:
- Overcoming Old Beliefs. The most prevalent obstacle that
- brands confront while recreating themselves is their previous reputation.
- Overcoming Rebranding Resistance
- Confusion in Messaging
- Identity Issues
Q. What is the list of Rebranding Strategies?
Ans. Here is the strategies –
- Refocus by conducting research.
- Look for inspiration in clients.
- Look to the Past to Discover Your Future
- Be Firm in Your Position.
- Consider the brand as a whole and create a unique
- approach for the future.
- Don’t pretend to be someone you’re not.
- Maintain Your Identity.
Q. How to make Rebranding successful?
Ans. In Rebranding, your vision, purpose, and communication methods change. It can confuse the audience, so to avoid any problems try to make brand tone and voice consistent in all your messages.
Q. What is the purpose of Rebranding?
Ans. Rebranding is giving an existing product or business a fresh appearance and feel by reviving the brand and making it look more contemporary and pertinent to the consumer’s demands. Rebranding often aims to change a customer’s opinion of a good, service, or firm.