How to make a successful rebranding?

Published at: 24.11.2022

Brand identity is one of the most vital aspects of a business. A good brand is easily recognizable and stands out in the marketplace. However, there comes a time when your current branding no longer works for your business. And here comes rebranding; you must follow a few key steps to ensure your rebranding campaign is successful.

First, you must clearly understand what you want to achieve with the rebrand.
Secondly, you need to do your research and develop an action plan.
Finally, you need to execute the plan flawlessly and monitor the results.

Keep reading to find out how to make your next rebranding campaign successful!

What is branding?

What is rebranding?

Why does business rebrand?

Rebranding strategies

Famous case studies

What is branding?

Branding is a process by which businesses create a perception about their product or services in the mind of their consumer. It helps create a defined personality – image, voice, and behavior to connect to the specific target groups. Branding is a brand’s first footstep to express themselves with a name, term, design, symbol, or other features while identifying a product or services and to determine it from other in the marketplace. Branding can be applied to corporate identity, including logos, packaging, and the way it interacts with the consumer. It often conveys the process of creating and maintaining a brand.

What is rebranding?

Rebranding is creating a new identity for a company or product. The scenery include certain changes in name, logo, tagline, and other aspects of the brand. To transform company’s values on the right track or to distance itself from negative perceptions, brands opt for rebranding. If done correctly, rebranding can be an extremely effective way to rejuvenate a company or product. However, if you’re completely clueless, let us give you a direction:

Define your goals - What are you aiming to achieve with your rebranding campaign? Make sure to have a clear objective in mind before dig in to it.
Research - Take the time to understand your target audience and what they want from your brand; make sure to smart think, your audience may take nap in your sweet little time. It would be best if you research your competitors to calculate how they position themselves in the market.
Be consistent - Once you've decided on your new brand identity, it's essential to be consistent across all touch points while rebranding. It includes everything from your website, social media accounts to your marketing materials and physical stores (if applicable).

Why does business rebrand?

There are many reasons businesses choose to rebrand. It may be that the company has experienced a change in ownership or management and wants to update its image to reflect a new era. Sometimes a business will rebrand to distance itself from negative associations with its old brand. A company may also feel that its current brand is no longer relevant or resonating with its target audience and want to update it to stay competitive. Whatever target is there to fulfil, specific steps must be taken to ensure the success of Rebranding.

Rebranding Strategies (Digital and Conventional)

Rebranding is a little tricky, but not to afraid or worry about. In one hand, you want to keep the parts of your brand working well and resonating with your audience. It's important to consider how you will integrate the rebranding into existing systems and materials. Besides this, you may want to make changes to update your brand and stay relevant. So what is your plan to successfully navigate a seamless rebrand?
Here we are presenting some strategies for you to operate your rebranding campaign successfully, both in digital and conventional way:

Famous case studies of rebranding:

Apple's Rebranding Campaign

In 1997, Apple was close to bankruptcy, and its products were overshadowed mainly by Microsoft. Steve Jobs took over there and conducted a massive rebranding campaign. He removed all the old products and replaced them with new and innovative ones like the iMac, iPod, and iTunes. The campaign was a huge success. Resulting Apple, now being one of the most valuable companies in the world.

Coca-Cola's Rebranding Campaign

Coca-Cola embarked on a significant rebranding campaign to regain its place as the world's most popular beverage brand in 2009. The campaign included a new logo, new packaging, and an expanded global focus. The rebranding was a success, and Coca-Cola is once again holding its position as one of the top beverage brands in the world.

Burger King's Rebranding Campaign

Burger King had been struggling in recent years, and in 2014 it decided to run on a major rebranding campaign with their new slogan "Have it your way". They also worked on their logo and updated their menu. And now you have Burger King as a leading fast-food chain.

Rebranding can become one of the most effective marketing tool for your company, but the right reason and right time should also have your most attention. Tick on the points to check whether your company or product is suitable for rebranding or not.

Your company has undergone a significant change, it may also include some acquisition.
Your target market has changed.
Your competitors have rebranded, and you need to gear it up.
Your sales have been declining, and you need a fresh start.

If any of these apply to your company, rebranding might be the much-needed boost. But before you dive in, here are some bonuses for you. Rebranding is not a decision that should be made lightly. There are numerous factors to consider, such as your company's history, what your brand currently stands for, and don’t forget to make a note of your customer’s feedback before rebranding.

There you have it! You could create a successful rebranding with our top picked essential steps. Buckle up! Rebrand to make your brand shine whenever required.

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