We all grow and change over time, and so do brands. Whether selling a new product or just simply updating a logo, a rebrand keeps a company modern and reminds customers that, yes, they are still in business. Fortunately, rebranding is common, many major brands have successfully rebranded in the past. If you are considering a rebrand, keep reading this article to learn more about rebranding.
What is Rebranding?
Rebranding is the process of changing the corporate image of a company. It is a marketing strategy of redoing or improving any of its branding elements: logo, name, or design, with the intention of developing a new, differentiated identity in the minds of customers and other stakeholders.
You can rebrand as much or as little as you want, from simply changing your slogan to changing everything including your company name. It helps to think about it as three different categories:
- Brand refresh – You change minor details only, such as modernizing individual aspects of your logo.
- Partial rebranding – You change certain elements but not others, such as using a new logo that uses the theme and colors from your old logo.
- Full rebranding – You change everything as if you were a completely different company.
Read more: THE RIGHT AND WRONG REASONS TO CONSIDER A REBRAND
Rebranding Strategy
1. Change logo
One of the main strategies of rebranding is changing your logo. Using a new logo will let your customers know that your brand’s identity is different. You can make it sleeker, use different colors, etc. The main reason to change your logo is so it matches with the new identity that you’re marketing with the rebrand.
2. Shift brand positioning
After changing your brand logo, it is important to also shift your brand positioning. You can’t just change your colors and logo and call it a day. The content that you’re marketing needs to communicate a certain message, whether that’s your mission, values, or vision. Shifting your brand positioning will let your customers know what your new mission, values, and vision are.
3. Create new ads
Once you know what’s your new logo and message, it’s time to create new advertisements that align with the new message. These ads should clearly communicate the changes to your brand and what they mean to customers.
4. Change your brand’s voice
Finally, you’ll want to change the brand’s voice. Your brand’s voice is the perspective that you write all your marketing content from. It makes sense to change your brand’s voice and announce your rebrand in your new tone of voice if you’re rebranding.
Conclusion
Now you know about rebranding, it’s time to consider if and how you want to rebrand your own business. But rebranding shouldn’t be taken lightly. Not only does it take time and money, but your company’s reputation is at stake if you miss the mark.
Need help on rebranding your business? ShangHai is equipped with a group of experienced professionals, and is ready to assist you on brand consulting. Contact us now