Effective rebranding is not just about changing a logo, fonts, or brand colors. It is a process of thoughtful action that will bring many benefits to your company if conducted with vision and the right strategy. What is rebranding? Are the arguments "we're bored with the current identity" or "the competition is doing it" good reasons to start rebranding? Why and how is it best to begin the rebranding of a brand? Read on to find answers to these questions.
What is rebranding?
The entire process of changing an image, and often also the name, symbolism, or the entire visual identity of a company, product, organization, or service is called rebranding. Why is it actually carried out? The main goal of rebranding is usually to refresh the brand image and adapt it to changing market trends, customer preferences, or new business objectives. Rebranding is also undertaken to harmonize the company's communication on the website, social media, e-books, advertisements, etc. Another reason why brand rebranding may be necessary is expansion into new markets, changes in business strategy, and merging or splitting companies.
To better understand what rebranding is, it is worth mentioning the elements that make up branding, which are everything that influences brand recognition. These include primarily: logo, brand name, slogan, the entire visual identity (colors, fonts, graphics, styles that are consistently used in all of the company’s marketing materials), communication and language of the brand, values and mission. Therefore, when rebranding a company, one must consider each of these components. Now that you know what rebranding is, it’s time for the next set of useful tips.
What does rebranding entail?
Effective rebranding involves a very skillful change of the brand image and identity by refreshing or transforming how the brand is perceived by customers, business partners, and sometimes even employees and the creators of the brand themselves. However, one must be aware of how to carry out brand rebranding so that, after it is completed, the business can enjoy increased recognition, improved image, higher customer engagement, and of course, a greater number of leads. Effective rebranding cannot occur without a good understanding of business goals, the company’s prospects, and a thorough knowledge of its audience.
How to do brand rebranding?
Brand rebranding is a comprehensive and demanding process that requires careful planning, analysis, and strategy. It should not be coordinated by people who do not fully understand what rebranding involves. A key issue here will be maintaining consistency and authenticity in the process of changing the company’s image. How to do brand rebranding to achieve the desired results?
Analyze competitors' actions, market trends, and customer expectations.
Clarify the values and mission of the brand. Understanding what the brand represents and what it ultimately wants to achieve will help in shaping the new image.
Clearly define who your products or services are aimed at.
Develop new visual elements, such as logo, color scheme, fonts, and graphics. All of these should reflect the character of the brand, its values, and new goals.
After completing the rebranding, conduct a results analysis. Check whether the goals of the rebranding have been achieved and what effects the change has brought.
Answering the question of how to conduct effective rebranding, one cannot overlook how important it will be to create a coherent message that explains the reasons for the rebranding. With such information, you will present the goals and benefits of the changes. This is very important for both internal and external communication of your company.
Rebranding the logo – how to refresh the company logo?
Before you plan a logo rebranding, consider whether it is truly a necessary process. Arguments that should urge you to make changes should never include, for example, that you are simply tired of the current brand identity or that the competition is rebranding. Also, do not start the process that is rebranding the logo if you are not sure whether your business is functional and profitable or if you don’t know how customers perceive you. When is it appropriate to ask the question of how to refresh the company logo?
If the current logo makes it difficult for you to design (the designer has trouble working it into projects).
If it does not represent what your company is or does not appeal to the key target group.
If your current logo does not distinguish you from the competition and was made in a slapdash manner or was taken from stock.
When planning a logo rebranding, you should primarily analyze the current logo design. Consider what works in the current logo and what can be improved. Define what goals you want to achieve through logo refreshment. Do you want to keep up with new trends, improve readability, or perhaps adapt the logo to a changing target group? Be aware that the logo is certainly something that significantly impacts the brand’s recognition. For this reason, designing a logo is best entrusted to an experienced branding agency. How to refresh the company logo? In most cases, a subtle evolution is more beneficial than a revolutionary change. The logo should still be recognizable to your customers. If there are elements of your logo that are inextricably linked to the brand and still hold value, it’s worth retaining them. Maintaining some continuity will help preserve recognition.
How to communicate rebranding?
Carefully thinking about how to announce the company's rebranding will help you avoid misunderstandings and ambiguities, as well as retain the loyalty of your customers, who will be assured that you will deliver the same (or even higher quality) products or services with the refreshed image. If you know how to communicate rebranding in a way that piques the interest of your audience, you will additionally attract the attention of customers and the media. Remember, how you communicate the changes can stick in people's memories for a long time. Knowledge of how to communicate rebranding will also allow the company to maintain control over the information conveyed. All of this will help avoid rumors or unnecessary speculation.
Many companies decide to present the rebranding of the company and its results in more detail during, for example, a ceremonial meeting of all employees at the office. This is also a perfect opportunity to indicate where employees can find the new logo, brand book, tone of voice, and other documents describing the new branding of the company. It is also good practice to provide clients and business partners with promotional items and company materials on the day when the company’s rebranding is to be officially announced. You can include a short note about the changes in branding and an invitation to read more about it on the company’s blog.
How much does rebranding cost?
The cost of rebranding depends on the individual needs and goals of the company, as well as the scope of changes and the number of people involved in the process. Therefore, you should raise a red flag if, while searching for a branding agency, you feel that it is not trying to understand your business’s specific needs, but only sends a standardized price list and asks solely about the available budget you can allocate for rebranding. The price should be determined after understanding all the details of the planned actions. Of course, all issues related to costs are also very important, but the cost of rebranding cannot be established reliably without asking about the company’s precise needs and expectations. Keep in mind that, among other things, market research, printed materials, as well as graphic and programming work related to updating the company website, etc., also count towards the costs of the rebranding process. However, the final price you will pay should be treated as a long-term investment in the development and future of your company.
Rebranding a brand is a unique moment in the life of a company that can bring new opportunities and fresh perspectives on the business. Introducing changes to the visual identity and communication strategy can contribute to increased recognition, customer trust, and achieving new goals.
In the face of such significant changes, it is worth taking advantage of the knowledge and experience of Brand Garden branding agency, which knows how to carry out effective rebranding. The expertise, creativity, and professionalism of our team will make the entire rebranding process smooth, cohesive, and effective, and the results will bring long-lasting benefits for your brand!
