That bright red refrigerator that was once trendy, does it still match your interior? That same haircut that has defined your reflection in the mirror for years, does it still represent who you are today? That winter coat that appears to be indestructible but does not actually fit well anymore … A need for change is a feeling we all know, and it can occur with brands as well. Brands, too, long for a new look after a while. That is what rebranding does: it gives a brand a makeover. What do you need to know about rebranding?
Whoever says “rebranding”, says “branding”. The branding of a brand or company essentially constitutes its identity. In the broad sense of the word, it is the entirety of all available means by which a company communicates. A branding includes the logo, the name, the slogan, the tone in which the company talks, the graphic charter with defined colors, fonts, and shapes.
This branding, this identity, is obviously meant to be sustainable. It creates a sense of recognition and trust among existing and potential customers. But just as you need to occasionally update your smartphone and apps to keep up with the latest innovations, it is important for companies to update their look and image every now and then.
Rebranding brings coherence, consistency, and cohesion to your brand.
Enter rebranding. For brands that have been around for a while, it is normal, and perhaps even necessary, to modernize or rethink their identity to reinforce its value. Rebranding provides a refreshed image, as well as renewal and evolution. As a result, it is never a process that stands alone. In fact, the new brand identity is the foundation of a new content strategy and approach to communication.
Quite simply: to stay relevant. The market is constantly evolving and brands need to evolve with it. Trends shift, societal and socio-cultural issues change, and the competition transforms. Brands have no choice but to move with the times. Innovating is essential to avoid too big a gap between current issues and the image a brand portrays. In recent years, for example, sustainability and digital technologies have begun to play an increasing role. In response, brands have had to rethink their values, vision, communications, and distribution channels. With such an evolution, rebranding can improve and modernize a brand's image. This allows brands to reinvent themselves, remain dynamic and relevant, and maintain or even improve their market position.
There are also situations where brands are forced to think about rebranding. Branding is the expression of what a brand does and what it stands for. When that identity changes, it makes sense that the branding evolves with it. So, a rebrand is essential when a brand wants to reposition itself. It helps it keep up, appeal to new or different customer segments, differentiate itself from competitors, expand into foreign markets, or create a new identity with mergers.
There are different levels of rebranding. A brand may choose to gradually adapt the existing branding, for example, by first making only a few color changes. In addition to these minor changes, the brand can also opt for a real revolution. In that case, the identity is thoroughly revised: a new logo, an adapted slogan, different tone of voice, messages, and formats ... In short, a completely new DNA for the brand.
No matter how small or big the rebranding, it is crucial to implement the new strategy consistently throughout the process. Although the goal of a rebrand is to make the brand more successful than before, consistency is essential. To achieve this, the entire rebranding must align with the repositioning of the brand. Only then can the new branding form a thread that anchors that new identity in the minds of customers without confusing them too much.
Rebranding shows that a brand is evolving and staying dynamic, moving with its time. It ensures that a brand attracts renewed attention and generates renewed interest. Moreover, by using rebranding to establish a stronger connection between brand identity and target audience, brands strengthen their position in a competitive market. Moreover, it offers the opportunity to reach new customers. In short, a well-executed rebranding can be a real boost for your brand.
Our team of specialists is ready to answer all your questions and guide you through the entire process. Do not hesitate to send an email to fabio.gilio@propaganda-group.be.
If you are curious about what we can do for your organization, please contact Fabio via phone or email.
fabio.gilio@propaganda-group.be
+32 2 725 29 10
