Rebranding happens when you decide to tweak or change any of the elements of your brand in order to make it seem more fresh and relevant. Contrary to popular view, rebranding is not limited to changing your brand name and logo. It goes beyond the superficial factors and probes deeper into your brand’s identity, goals, culture, and overall message.
There are many reasons as to why rebranding happens, but all of these can be summed up into a few concepts. Perhaps the number one reason for rebranding is that it is…
Something you cannot do without
If you survive long enough in the business, you will surely encounter the need to rebrand at some point. It’s just inevitable. One day, you’ll be mindful of the reality that everything around you is changing, and that you need to change with it. You will feel the need to rediscover your brand identity in order to remain relevant to your audience. This way, you’ll be taking rebranding as an offensive tool to keep ahead in the game and accommodate opportunities for growth.
Of course, this is just one side to the coin. Rebranding also happens in a reactive way. For example, you need to alter a few significant elements about your brand in order to keep up with a competitor who is trying to put out your fire. You’re counting on a rebrand to save your dying business. True enough, rebranding is sometimes the only way to keep going. Nonetheless, you need to remember a very important thing about rebranding. It may be a crucial marketing ploy, but it is also…
Something you can do without
There’s an old saying: If it ain’t broke, don’t fix it. Don’t go about tweaking your brand for a petty reason. Your audience will appreciate a consistent and time-proven brand over a brand that changes its logo every three years. If you want to be a reliable name in the field, stick to your core. At the end of the day, what makes you stand out is what your audience recognizes you for.
Rebranding is inevitable.One day, you’ll be mindful of the reality that everything around you is changing, and that you need to change with it. You will feel the need to rediscover your brand identity in order to remain relevant to your audience.
Rebranding is unquestionably a multi-faceted strategy. It is simple enough in concept, but due to its twists and turns, it is difficult to perfect. One thing is certain: rebranding is…
Something you think through
The decision to rebrand doesn’t happen in a snap, and the act of rebranding is not an overnight process, either. It takes time — a lot of time — and a considerable amount of thinking and planning. Before you can rebrand, you need to consider questions like, “How can I change elements of my brand but still remain true to my core? How do I transform my brand into something that people will actually care about? How can I rebrand into something that is meaningful and powerful enough to get me where I want to be?” These are just snapshots of the endless questions you can ask yourself about rebranding. There are a lot more which, if you don’t consider them well enough, may prove disastrous to your decisions. Rebranding requires mental and emotional stamina, not to mention creative resilience. Make sure you have all these before you even think about rebranding.
We hope this overview about rebranding helped you somehow. Tune in for our next post for more business tips. (PA)