Rebranding: When and How to Refresh Your Brand Identity

Businesses need to stay relevant in today’s fast paced business world. Markets are evolving at a rapid pace especially due to the major shifts in the digital sphere. Consumers have become more responsible about environment & hazard to the nature, so they accept products of brands which believe in giving back to the society. Into the pursuit of sustainable success, many businesses opt for rebranding.

What is rebranding exactly?

Rebranding is when an organization considers revamping their current logo, name, design & operational level work too. It is the act of revitalizing your company’s visual identity, message & overall brand identity & its experience. It is exercised to make the brand look fresh. It is a major decision for an organization to decide whether or not to opt for rebranding.

Why do businesses decide to rebrand?

It is an effective technique for organizations looking to flourish & stand out in the competitive marketplaces. Let’s look at some of the main reasons why rebranding is important:

Reaching a broader target audience:
As a brand progresses, the target audience of it may change or vary. Rebranding enables businesses to broaden their reach & appeal to new client categories. You may reach a larger audience & enter new markets by re-evaluating and improving your brand’s language, positioning & images. A rebrand may give the tools needed to effectively engage with varied audiences, whether it’s addressing a younger population, targeting international markets, or appealing to a specialized market.
Overcoming negative perceptions:
It is often implemented to regain a positive brand identity. It helps businesses to shed bad connotations & bring to life a newer story, an unexplored version of themselves. It allows firms to communicate their dedication to continuous development, innovation & customer-centricity.
Reinforcing brand values & purpose:
A successful branding is formulated on values & purpose & this is frequently what attracts people to particular businesses.
Reaching a wider target group:
The target audience starts to differ as a brand grows in the market value. The process of rebranding allows brands to strategize & re-evaluate a brand’s image & brand value. A rebrand, in attempt to reach a wider audience, allows to use various tools needed to effectively engage with varied audiences. It can be interacting with audiences of various demographics, targeting international markets, or tapping a specialized market.

8 Signs it’s time to rebrand:

You’re not able to differentiate yourself from your competitors.
You’ve lost your focus on the brand.
Work on crafting your brand’s vision, mission, goals & values from scratch.
Redefine your brand’s architecture when rebranding.
When matters are going international.
Overcoming negative perceptions about your brand.
When you want to raise your prices, but don’t know how to do it.
When the value proposition isn’t giving output as expected.

Process of refreshing your brand identity

Conducting a brand audit can be the very first step. It will first & foremost help you understand how your audience perceives your brand & product, both. This is the time when you get insights & a direction to start your process.

Identify your new target audience:
It’s vital to know about your brand’s strengths & weaknesses when identifying your target audience. It’s best to get a wide array of views. You can speak to your company’s employees, stakeholders & customers. There are a number of ways to ask those including one-to-one interviews, focus groups & consumer surveys.

Some questions to ask yourself are:

Does the target audience really have to change?
Will you get results by keeping the same target group? Ask yourself these questions. (Add more questions)

Some questions to ask your target audience::

How would you describe my brand to your friend?
Who do you think is my target audience?
On a scale of 1-10, how do you like the branding?
How does the brand visuals make you feel
How would you improve our branding?

Here’s the process of rebranding your brand identity:

Get on field:
To reformulate your brand’s vision, story & mission, you need to talk to the potential consumers. For this you may need to go on field & interact with customers to understand what your audience thinks about your brand. You will be able to craft better branding strategy when you’re on field for research.
Establish newer & appealing brand theme:
As a brand, you want your customers to remember & recommend you. For this you can introduce newer brand font, style which will transform the look & feel of your brand. Consumers start looking at your brand from a newer perspective.
Brand tagline:
As you’re working on the above aspects till now, you can also start thinking of a new tagline as you’ve now interacted with audiences directly. Although it isn’t necessary to think of a tagline at this point in time.
Launch a pilot campaign & analyze brand sentiment:
Opt for the pilot launch & understand the sentiment behind the brand of your target audience. Use mediums like social media to witness the response & study how people are engaging with the content posted.
Make modifications & research on adding value:
After running the pilot campaign for some time, you will understand how your brand identity is being perceived by the audiences. Based on these collaterals, you will be able to analyze & strategize further.
Go for the actual launch now:
Now is the time when you actually launch your product. When you’ve made changes in the pilot campaign, you start posting content on social media & start to strategize your further business operations. Implement marketing psychology tactics at this time.
Keep going strong:
The process in which you’re in now is a gradual one & it requires immense patience. It is spreading brand awareness from the scratch. Keep a watch on the trends in your industry while you also keep a watch on the revenue.

Do’s & Don’ts of a Rebranding Strategy:

When the time comes to implement, we need a quick checklist for things to be in alignment. So here’s a quick do’s & don’ts list.

Do’s:

Find inspiration when on field, in the process of research.
Refer to past references.
Stay confident, but be ready for modifications too.
Keep a holistic approach.
Craft newer brand storytelling.

Don’ts:

Don’t overdo your brand differentiation.
Keep it simple, do not overcomplicate.
Make changes only of necessary.
Implement your launch well.

Conclusion:

We live in a world where trends are constantly evolving, so companies also require changes to attract new customers. That is the time when companies opt for rebranding. There are times when you just need to refresh your brand & keep it relevant for your target audience. That is all that matters in the end!

Table of Contents

Rebranding: When and How to Refresh Your Brand Identity

What is rebranding exactly?

Why do businesses decide to rebrand?

8 Signs it’s time to rebrand:

Process of refreshing your brand identity

Here’s the process of rebranding your brand identity:

Do’s & Don’ts of a Rebranding Strategy:

Conclusion:

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