What is rebranding and how to conduct it?

What is rebranding?

Its goal is transformation, improving customer perception of the company and ultimately boosting sales.

In practice, rebranding is the modification of many elements, so it cannot be confused with a brand refresh or redesign, which involve making small visual changes within the brand. It is a multi-level and often long-term process that requires a comprehensive strategy and the cooperation of specialists from various fields: graphics, copywriting, visual identity, advertising, and sales.

Rebranding consists of several actions, among which the most important are:

• change of logo or brand;
• creation of new advertising slogans;
• refreshing of the website;
• redesign of offers, products or their packaging;
• changes within the target group or communication/distribution channels;
• modifications related to the brand’s color scheme;
• improvement of content marketing and social media activities, and many others.

Therefore, its implementation should be based on the knowledge and experience of specialists – as any mistake can bring about the opposite effect of what was intended.

When is it worth considering rebranding?

Rebranding can be a way to improve or refresh a company’s image, and in some cases, it can even be a last resort for the business. Owners of companies who want to should consider it:

• to redefine the identity, mission, or values of your brand;
• improve or refresh the company/brand image;
• expand into new markets or reach new customers;
• enhance the quality of communication with consumers;
• adapt to sudden changes that have occurred in the market;
• improve the brand image if it has deteriorated;
• give the brand a “second life” if it does not evoke strong emotions in customers;
• release a new line of products or offer new services.

The type of rebranding actions depends on the goals that the company wants to achieve. Sometimes the changes can be small and only affect the logo, marketing content, or offers. However, often, in order to adapt to market changes or keep up with rapidly developing competition, extensive modifications are required on many levels.

Are you conducting a rebranding? Remember about a few important matters!

Regardless of the purpose of your rebranding and the desired effects it should bring, it is important to implement this process skillfully. In order to do so, it is worth answering a few questions right from the start:

• What is the goal of rebranding?
• What problems does rebranding aim to solve?
• What effect will changing the logo or other actions bring?
• What will be the scope of the changes made?
• Will the available resources allow for the achievement of the goals?

Rebranding requires careful analysis and thorough preparation. However, that’s not all. If you want the process of change to go smoothly, it is worth following a few guidelines.

1. Create an action plan and implement changes – in order for each transformation to proceed smoothly and efficiently. The key to success may be establishing cooperation with the specialists we mentioned earlier.
2. Plan actions in advance – this allows for changes to be introduced smoothly, in parallel, and in a way that does not negatively impact the daily functioning of the company.
3. Inform customers about your actions – this will prepare them for changes, and if you choose the right timing, they will attentively follow the transformation of your company. This may contribute to an increase in their interest in future offers.
4. Act comprehensively – rebranding is not just a change of logo or slogan. It involves comprehensive modifications that should encompass many aspects of the company’s functioning. Don’t be afraid of revolution – if it is well planned, it will bring you only benefits!