Rebranding involves a change to the image of the business. It can involve the change of the logo or visual representation or name or slogan, mission values, targets and market or all simultaneously. By changing the brand, the company grows and is always on the cutting edge of the latest trends. In this post, you’ll discover the reasons why it is necessary and the way it’s executed.
What is the reason for rebranding?
The main reason behind change of brand is the decline in interest from customers for the item. In addition, it does not necessarily occur due to an deterioration on the level of quality the item or service. In certain situations it is essential to show the old brand in a different manner so that the targeted public is once again interested.
According to experts, prior to the time of this study, companies did not require any changes, however, today, they’re implemented about each five year period. This is due to the high degree of mobility of today’s market.
The most important reasons for organizations to redesign their brands are:
- The popularity of brands is growing. If the business is among one of the “long-livers” of the market their typical customers are likely to be the older generation. The company then makes adjustments to its image to draw the attention of a younger crowd;
- Due to the appearance of new competition. With the rise of stronger players on the market older companies start to adjust to this in order that they don’t take over their competitors. Change offers, products designs and business processes
- Restore credibility. If your company didn’t succeed change the name and logo can be a good option. You can eliminate the negative reputation and stigmatization with consumers.
- Be aware of changes in the product. Rebranding is an indication that the business’s fundamental attributes have changed. For instance, a business is beginning to create items in a new market and wishes to convey this to customers.
- Show the merging. Two firms, who have merged into one, are able to alter the image;
- Incorporating the latest technology. Modern companies are striving to keep up with the latest trends and create something fresh. To educate the public about the existence of cutting-edge technology, the company is redesigning its branding;
- The international market is a new frontier for businesses. Companies who have attained”the “ceiling” of their development in one nation often move into to the world market. In this case it is possible to rebrand to adapt the image to the expectations of the public from other countries.
How to Rebrand Your Brand in 2022: Some Tips
The first step is to have to determine the reasons for rebranding. It could be different the discordance of the old image with the latest trends or the creation of a new type of products, a move into new markets or reaching out to a new target market. It is advisable to organize a strategic meeting that brings together the top management of the company to discuss the objectives of rebranding and developing the of a vector. Companies often seek the assistance of professional agencies because they don’t have dedicated employees working on these kinds of tasks.
For a successful brand rebranding, you will require these specialists:
- Brand strategist. The job of the brand strategist is to define the brand. The change in image relies on redefining the ethos of the business. The form of all visual and verbal communication depends on this. In most cases the strategist will be paired to an analyst that conducts market analysis.
- Creative director. The expert develops a new idea. He develops ideas about how to communicate the brand’s value to consumers and also its visual representation. The creative director makes sure to ensure that the authenticity of the concept is protected and supervises the entire team.
- Designers and art directors. Their area of responsibility lies the visual aspect that includes the creation of corporate identity as well as an official document that contains the visual style guidelines;
- They write slogans and other texts.
Implementation of a formalized document that adheres to standard visual style is the responsibility that the director of marketing who is a part of the workforce.
Rebranding through stages
To make sure that the result of the rebranding is not disappointing to you You must follow these steps:
- Determine if the business requires a brand rebrand. If you’re tired of the logo you have used before but this doesn’t necessarily mean you have to completely overhaul everything.
- Examine competitors. If you know how people react with the images of the competitors You can decide on the best direction.
- Research your audience. In attracting new customers, your brand could create impressions that are not positive on existing customers. So, it is important to examine the preferences of your existing customer.
- Auditing the brand. Before you begin rebranding you must determine your strengths and weak points of your company. That way, you’ll be able to identify the areas that need to be improved on.
- Establish the brand’s structure. It is essential to know the core values of the business as well as its goals and plans in the near future. It is essential to ensure that the brand’s image aligns with these values.
- Change the visual. Once you have decided on your message, it is now time creating a suitable visual image. It is important to keep in mind that your new logo and design must be appropriate for every product and accurately represent the core concept of the brand.
- Explain the results to your employees. The team doesn’t want to changes. It’s not acceptable to just implement changes that put everyone in the middle. Every employee must be informed regarding the importance and the benefits of making changes.
- Introduce your customers to the new image. The new company’s message must be communicated to the public and explain the advantages of the new image.
Rebranding can be a challenging job. However, if you have handled it with success, you’ll achieve a result that will be worth the effort put into it. Have fun!