That company just relaunched a new logo? Have they added new brand colors and some new elements to their visuals? Or have they relaunched their brand?
Have you ever observed these for any brand?
Often we observe that a company has changed its logo, jingle, or slogan - even its name. But why do brands do that exactly?
A new logo, brand color, visuals, and customer base: Rebranding involves more than just changing the visual components; it involves building a new reputation among customers, investors, and stakeholders.
You remember, Dropbox launched as a file storage and file-sharing web service. But in 2017, the company rebranded, and Dropbox is now a full suite with APIs, Tools, and Integrations.
Let’s understand rebranding and the strategies to successfully rebrand your brand.
Rebranding is all about creating a new identity for your brand among your competitors, customers, investors, employees, and Globally.
The first impression is everything, and customers start developing an opinion about your brand once a product or logo grabs their eye. Brands usually don’t get a second chance. Along with the visual impression, customer support and unique user experience are important to your branding.
For example, if you offer a great product or service, but customers need help buying it, they might go out without purchasing. Bad customer service and website can doom your brand, and thus rebranding becomes important.
Branding is very important to grab customers and financial goals; from brand logos to social media strategies, it creates a positive experience for your brand. If you miss anything, rebranding is a great opportunity.
Some companies rebrand when their brand message or logo fails to convey the right message, while others rebrand if a company has a lousy impression on its customers. But if you need rebranding, that doesn’t mean something is wrong; you might just need to improve your image.
Rebranding is a challenging step. It requires proper strategy, planning, and research. Have you ever heard companies rebranding for no good reason?
Companies often fall into the trap of thinking of rebranding because they have been using it for several years. However, rebranding can add value and improve brand recognition and customer engagement.
A company might decide to rebrand itself for many reasons, like-
There can be many different reasons to rebrand. But, the goal of rebranding is always to improve your brand positioning, growth, and positive image. If you have a reason to rebrand, keep reading to develop a strategy.
Before you implement a rebranding strategy, you need to identify which type of rebranding your brand needs. Whether it’s a partial rebrand (update the elements), a Merger rebrand (two companies join together), or a total rebrand (total re-thing about your brand).
Let’s get started.
Will rebranding help you connect with your target audience in a better way? Or will it help you stand out in the new marketplace?
After having deep research, you noticed that you aren’t targeting the right audience. Maybe your core audience has become older, or there may be a new competitor in the market.
Take an in-depth look at your audience, who is buying and not. Comparing with your older target market and audience might reveal some differences. Once you find your right audience and target market, it’s time to rebrand and connect with them.
Understand how, why, and what your brand does.
While revaluation your brand strategy, these three can change as your company grows. Will rebranding convey the right mission, vision, and value about your brand? Consider how you will change the tone, images, words, and voice to convey value about your brand.
If what you are saying is changing, your way also needs to change.
The most important thing for any brand is making it memorable. If your brand cannot stand out from your competitors, people might not recognize you.
These tangible elements are how to communicate with your customers and might not have stayed the same for years.
Rebranding can be a great way to reinvigorate your business and give it a fresh, modern look. Choosing fonts, logos, graphics, and colors that communicate your brand's message while also appealing to your target audience is important. You can use these tips-
A good slogan needs to be catchy and recognizable. It should resonate with your company’s mission and vision. But the question is-
Do you really want to change the slogan? Does it match your new rebranding?
Just like changing your mission, vision, and value, you should consider it necessary. Even though you might have got sick with your slogan, your customer might love it. You should have deep research to see if the slogan resonates.
If it isn’t, you might need to find a new slogan that resonates.
It might be fun to relaunch your brand, but you need a proper promotional strategy to market your rebrand to existing and new customers.
It can include posting advertisements, marketing social media, telecasting on TV or radio, and more. You also need to announce it with a Press Release on your site and post on social platforms that says, “Why you needed a rebrand and what this rebrand means for the future of your company?”
In addition, make sure you have an internal relaunch strategy because only some employees have been involved in the rebranding project, and employees need to know it before going in public.
Now that we explored the rebranding strategy, let’s look at some examples.
On October 28, 2021, Mark Zuckerberg's brand announced a rebranding by combining Facebook, Whatsapp, Instagram, and several other products now known as Meta. Facebook changed everything with a different name, logo, and typeface. They also launched a new brand website - meta.com.
The brand's vision changed and needed a rebranding that matched its new identity.
In 2021, Kia overhauled its look to differentiate itself from their competitors as it moved into the electric vehicles category. They rebranded with the shift in the Kia logo, new slogan, and updated graphic design on their website.
The brand's new vision, mission, and value aims to be seen as a frontrunner in the green revolution in the automotive industry.
In 2022, the digital arm of Zee Media Corporation announced a rebrand from Zee Digital to IndiaDotCom Digital (IDPL) with a new logo and slogan. The new avatar of IDPL is encouraged to take steps towards innovation and a tech-driven approach.
Zee Media Corporation rebranded to position itself higher among the viewers and encourage its employees to upskill with the latest marketing trends.
In 2021, ClearTax, a fintech company, rebranded itself as “Clear” to represent the gamut of services it offers. ClearTax rebranded as it moved to provide full-stack financial services rather than only being a tax filing portal.
When discussing rebranding, how can we forget the Vodafone and Idea merger? In 2020, Vodafone and Idea rebranded themselves as ‘Vi,’ creating a unified identity. The rebranding was the final step to integrating two brands with vastly different appeals among customer segments.
Rebranding is challenging; it needs a proper strategy and an in-depth understanding of your brand, target audience, and market.
For a successful rebranding, it is recommended to work with a team of professionals for research, strategy, and process and have a guide through the entire process. Rebranding can be one of the most exciting and rewarding to revamp and refresh your touchpoints with your target audience.
Whether you want to redesign your logo, change the color palette, or do a complete rebrand, Bizongo Deswork can provide a solid strategy that accurately affects your brand values, mission, and target audience.
