You can't just change your colors and logo and call it a day. Shift brand positioning.Īfter changing your brand logo, it's important to also shift your brand positioning. The main reason to change your logo is so it matches with the new identity that you're marketing with the rebrand. You can make it sleeker, use different colors, etc.
Using a new logo will let your customers know that your brand's identity is different. One of the main strategies of rebranding is changing your logo. Finally, redefine your company's vision, mission, and values, and use these new definitions as guideposts for your strategy. Next, re-establish your brand's target market through research to identify what demographic you're hoping to attract with a rebrand. To successfully implement a rebranding strategy, you'll want to start by identifying whether your brand needs a partial or total rebrand.
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If you've determined a rebrand is still the right choice for you, keep reading to learn how to devise a rebranding strategy. At worst, you'll lose whatever brand recognition you had and set back your sales and marketing efforts. At best, you’ll generate some short-term buzz, without the sales and marketing strategy to sustain it. Maybe sales have been floundering, or perhaps brand awareness efforts aren't picking up, but either way, jumping into a rebrand is the wrong move.
More often than not, new leadership that insists on a rebrand is doing it more for themselves than the company.
But most new managers aren't implementing the kind of institutional change that justifies a rebrand. Impact and egoįor new managers, a rebrand might seem like the fastest way to make your mark. Most consumers and employees are smart enough to see right through your rebrand and recognize it for what it is - a cover-up. Whether you're working against persistent internal issues or fending off bad press, a rebrand isn't the answer. When you’re starting to feel restless with your brand, remember that your customers (who see it much less frequently) might love that signature color you've come to loathe. Too often, people consider a rebrand because they're sick of seeing the same logo and slogan every day. Finding a new brand that reflects the new entity will prevent confusion and build trust.Īdditionally, here are a few reasons not to rebrand: Boredom If your company was acquired or joined with another company, you can’t just let both brands battle it out. When two companies come together, two brands come together, as well. If your MVV are shifting and pivoting the direction of your business along with them, you’ll need to reevaluate your brand. Your business’s mission, vision, and values should govern every decision you make - including brand decisions. Market repositioningīrands are designed to connect companies with their customers, so if you reposition your business to target a completely new customer profile - whether through product, place, price, or promotion - your brand will need to follow suit. You might need to refresh your brand if you're expanding to international markets that won't identify with your current logo, messaging, etc. There are a few other major reasons you might consider a rebrand, including: New locations But if you're considering a rebrand because your company's vision, mission, values, and market are no longer reflected in your brand, then a rebrand might be the right decision. If you're looking at rebranding your business because sales have been slow or brand awareness efforts don't seem to be paying off, you might want to reconsider - these issues can potentially be solved by creating a new marketing strategy or conducting market research to identify the underlying cause. Ultimately, knowing the risks of rebranding can help you determine whether or not you're going into a rebrand for the right reasons. After redesigning its logo, 44% of people were unsure of what Uber's logo represented. Rebrands are complicated and carry big risks.Įven big brands aren't immune - just look at Uber. Okay, now that we know what rebranding is, let's make sure you have the right reasons to rebrand. Rebranding is when your company rethinks your marketing strategy with a new name, logo, or design, with the intention of developing a new, differentiated identity in the minds of customers and other stakeholders.
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