NEWS

Implementing rebranding strategies effectively is crucial for a company to successfully transition into a new direction. Learn how to apply these strategies with the help of JC Creative.

As humans, we are constantly driven to progress and evolve. This concept also applies to brands. Over time, brands naturally evolve, which often leads to the need for rebranding. As new objectives are established and market demands shift, brands must adapt to surpass competition and redefine their identities. Successful rebranding occurs when a brand fully embodies and effectively communicates its new identity.

Understanding Rebranding

The global landscape is constantly evolving, and this includes the world of brands and businesses. As time passes, we continuously reassess and revamp our marketing tactics. Rebranding is then utilised to unveil the updated image to clients and other interested parties. The rebranding process may involve alterations to the name, logo, design, tone, positioning, and operations to align with the new strategy. The objective is to ensure that the new approach is effectively reflected in the brand, eliciting the desired responses and connections from stakeholders upon its presentation.

Firstly consider if rebranding is truly necessary.

The process of rebranding is not a quick one and requires a significant amount of time, dedication, and resources. It also comes with potential risks. Even minor changes can have an impact on how your brand is perceived by stakeholders. It is important to carefully evaluate if a rebranding strategy is necessary and advantageous. Additionally, the timing and communication with stakeholders should be carefully considered to ensure a respectful and cautious approach.

Reasons for rebranding

The perception of a brand in the market determines its value. If a brand is unappealing or fails to resonate with its target audience, it will struggle to succeed in the long term. Therefore, rebranding is often considered a favorable strategy to rejuvenate the current image and establish a reputable reputation over time.

Competitive differentiation

You aim to distinguish your brand from the competition. As time passes, a brand that was once distinctive can become commonplace as its rivals imitate its approach. Therefore, rebranding is a valuable opportunity to ensure that your brand reflects its competitive advantages and unique selling points (USPs).

Changes in your target audience

Every brand possesses a specific target audience that is subject to constant fluctuation due to evolving trends, advancements in technology, and other factors. Additionally, as a brand expands and aims to reach a wider range of consumers, its target demographic may also undergo changes. In order to remain appealing to this ever-changing audience, rebranding becomes crucial for a brand’s continued relevance and attractiveness.

Emergence of new technology

Nowadays, there is a constant emergence of innovation, new trends, and technologies in various fields. As a result, it is crucial to employ rebranding strategies to ensure that your brand remains current and aligns with the values and requirements of your stakeholders.

Different types of rebranding 

Brand refresh

For businesses that have already established themselves, a complete rebranding may not always be necessary or advisable. When there is already a strong loyalty and awareness towards the brand, the last thing you want to do is risk losing that by undergoing a complete rebrand. In such cases, a brand refresh is an ideal way to update or enhance your brand without sacrificing its core identity. This can be achieved by making changes to the logo, altering the theme, selecting a new color scheme, or introducing new products or services.

Complete rebrand

A complete rebranding is typically implemented when a company decides to shift its focus in a completely new direction. This may be prompted by a merger, entry into a new market, revised objectives, or even the arrival of new management with different ideals and goals. A comprehensive rebranding effort affects various stakeholders, including different departments within the company. It can result in changes to how customer service is conducted, how the social media department develops strategies, and what the R&D department focuses its research on. Every aspect of the company’s image, tone & voice, brand name, and identity undergoes a transformation from top to bottom. This process requires significant time, effort, and a substantial investment. Ensuring that it is executed effectively is therefore of utmost importance.

Rebranding process for your business

Here’s a simple rebranding checklist that one can follow if you’re planning a rebrand.

Market research

A complete rebranding is typically implemented when a company decides to shift its focus in a completely new direction. This may be prompted by a merger, entry into a new market, revised objectives, or even the arrival of new management with different ideals and goals. A comprehensive rebranding effort affects various stakeholders, including different departments within the company. It can result in changes to how customer service is conducted, how the social media department develops strategies, and what the R&D department focuses its research on. Every aspect of the company’s image, tone & voice, brand name, and identity undergoes a transformation from top to bottom. This process requires significant time, effort, and a substantial investment. Ensuring that it is executed effectively is therefore of utmost importance.

Evaluate your key message, mission and vision 

As a company expands, it must achieve its goals and objectives and establish new ones. By assessing your existing mission, vision, and key message, you can create new ones that align with your evolving brand identity. In doing so, you also reshape your company culture and tone of communication.

Redesign your visual brand identity

Once you have conducted thorough research and redefined your mission, vision, values, slogan, and company name, it is now time to revamp your visual brand identity. Your visual brand identity encompasses elements such as your logo, color scheme, themes, typography, and imagery.

Plan for launch

Each rebranding strategy has a specific objective and target audience. When the need for rebranding is recognised, it is recommended to establish a goal and devise a strategy that centres around achieving that goal.

Creating a comprehensive plan will aid in identifying what aspects need to be altered and estimating the financial and time investment required for these changes. The cost of rebranding can vary based on factors such as the location, type of business, extent of changes required, and more.

Wrap up 

We hope this guide has provided you with the necessary information and inspiration to bring your vision to reality.

If you need help elevating your brand contact us at jake@jccreativesolutions.co.uk or call us on 07968 112871.