We've come this far in our guide ono the ABC's of Branding, but we haven't yet touched on rebranding. Rebranding is a completely natural, if not inevitable part of creating a brand. Don't look at rebranding as an indication of failure, but rather as a necessary step for longevity. Some of the most popular brands with the best lasting power have had a tweak or two, gone through a series of different ideas, or have even completely transformed to achieve greatness. Take Apple for example. Previously Macintosh, Apple rebranded their icon from their technicolor logo to a solid tone, while using the name 'Apple' over 'Macintosh'. Changing something as simple as this has contributed to Apple's rise as one of the most successful retail giants in the world
The best rebrands are the ones done for the right reasons. Before debating a rebrand, consider why you'd like to rebrand, as well as what outcomes you expect to achieve. This stage will require ample research, and identifying the goals of the rebrand. Are you looking to perform and entire brand makeover? Or is it a small touch up here and there? A brand refreshoften entails switching up colors, realigning a logo, or making minor adjustments to visual materials, while a complete rebrand aims to apply obvious changes to your brand. Your reason for rebranding may determine the extent of your rebrand, but regardless, you should be taking your existing brand power into consideration. Performing a brand audit can help to determine valuable assets and sentiments you may want to take with you into this new rebrand. So why go through the work of a rebrand?
If pondering changing your brand personality, you're probably considering repositioning your brand. Repositioning could include changing markets and rebranding to compete with new rivals. In order to fully integrate into a new market, you'll need to pick up certain trends native to that particular market.
Expansions will often include adding new product lines and services, or breaking into the global or international market. Consider rebranding to create a culturally fluid brand, or to encompass more than one product/service under your label. Rebranding for expansions tend to be a refresh rather than complete makeover, as the goal is to make your brand adaptable for the new developments.
This could be due to a new CEO, stakeholder or individual in power. Many brands often opt for a rebrand if the company has had a public issue with a previous or current company leader. Mergers are also included in personnel rebranding. While some companies may choose to merge under one name, others may decide to create a completely new brand to encompass both companies.
This could be in order to expand your audience base and appeal to a brand new customer. A rebrand can also be done when changing or adding a demographic or target market to your mix. You may have to adapt your brand to suit the tastes of this new demographic or to attract the audience you seek.
In this case, rebranding is done to keep up with industry trends, technological updates and your competition. Keeping your brand up to date may include integrating new ideas and sometimes disposing of the old school of thought your brand may be founded on. While you should never rebrand solely to outshine your competitors, it is important to consider what aspects of their brand make them a threat. Make sure to conduct research on the winning points of your competitor first - avoid mimicking your competition, but integrate their approaches into your brand.
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