Branding is essential in business. It is your identity, it distinguishes you from the competition, and it leaves a lasting impression. This recognition increases the value of the company, provides insight, establishes expectations, and makes acquiring new customers easier.

What is Rebranding?

Rebranding is a marketing strategy in which a new name, term, symbol, design, concept, or combination of these elements is created for an existing brand to develop a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

Corporate branding employs cutting-edge strategies to create high-quality marketing, advertising, and storytelling for a specific audience. A rebrand takes your company’s existing elements and realigns them with your new goals to increase brand awareness and loyalty.

This may involve redesigning your logo on all forms of brand communication, such as websites and letterheads. At times, it is comprehensive, encompassing uniforms, packaging, marketing materials, and franchise decor.

When a company rebrands, it changes its logo, slogan, vision, mission, values, name, target audience, or market to create a new brand identity in the minds of leads, customers, competitors, and partners. It assists brands in attracting new audiences, remaining relevant, standing out among competitors, and increasing brand awareness.

Understand the Impact of Colors in Branding

There are conflicting views on the rebranding process. One is that rebranding is critical for business success; it allows brands to evolve to stay ahead of the competition and meet the ever-changing preferences of consumers. On the other side of the coin, some people believe that rebranding should be avoided at all costs. Why should rebranding be considered if brands like Kodak and Coca-Cola can be market leaders? In general, many businesses consider rebranding as a ‘Cosmetic Workout.’ When a company is unable to establish a single brand, or when a scandal has tainted a company’s brand, it may consider rebranding. The goal here is to replace the previous brand image with a new one.

It’s critical to resist the urge to rebrand simply because everyone else is. You run the risk of ruining something good. The following points might help you to avoid unnecessary rebranding.

  • If the owner of the company has changed without hampering the brand image, customers will not lose trust in the brand they love if a rebrand is avoided.
  • Don’t rebrand just because you want to. Have a valid reason, as well as clear deliverables and purpose statements.
  • If you’ve noticed problems converting sales, for example, don’t rush to redesign. Investigate the situation; you may discover that internal issues are at fault.
  • Even if you are desperate for a rebrand, the rule is simple: no money, no rebrand.

So, rebranding is only a good idea if your company will benefit from it.

When is the Right Time for Rebranding?

  • Extraordinary: You may have had the experience of numerous organizations attempting to duplicate or achieve a comparable level of quality and experience. If your firm is stuck in the same cycle, it’s time to take action. You require rebranding to assist your organization in developing its own unique identity.
  • Retargeting: Your firm began by only targeting particular demographics, but as time goes on, you want to be more inclusive, thus rebranding is required.
  • Growing & Expansion: Your company may have started small, but it has evolved into a larger structure over time. You can’t do it with a modest business logo. So, your business requires a rebranding.
  • Adopting the Change: For example, suppose you founded your company in 1999 AD. At the time, you had a distinct brand image. Many things have changed since then. As a result, rebranding is required to compete in today’s marketplaces.
  • Bad reputation: If your company has been involved in a scandal lately, you have a bad reputation. To save your company’s brand image, it’s best to rebrand it.

Hop aboard the Branding Brandwagon and Elevate Your Identity to New Heights!

Types of Rebranding

If your company is considering a makeover, it’s important to understand the various ways you can go about it. Knowing these options will help you decide whether a simple touch-up is enough or if a complete transformation is in order.

What Can You Do to Rebrand Your Company?

When it comes to giving your brand a new identity, there is a range of possibilities, from just changing your logo to completely reshaping your company’s purpose, image, and how you promote it. Here are some of the most common approaches:

  • Brand Merger or Acquisition: This type of rebranding occurs when two existing brands team up to create a new one. It’s like blending two flavors together, and it works best when the two brands fit well together. Sometimes, a complete overhaul might be the smarter choice if the blending isn’t seamless. Keep in mind, though that a complete rebranding can take more time.
  • Brand Refresh: A brand refresh could be as simple as giving your logo a modern touch or even adjusting your main goals. It’s a less complex process compared to a full rebrand but still involves updating everything that carries your logo – from printed materials to your website design.
  • Full Rebrand: This is like taking apart a puzzle and putting it back together in a new way. Whether you’re venturing into a different industry or there’s been a major change in leadership, a full rebrand requires a lot of effort. It’s something you should consider doing when it’s absolutely necessary – for instance, if you’re struggling to connect with your desired audience. Building that connection is key, so if you are falling short, a complete rebrand might be a smart move.

Goal of Rebranding is Straightforward: To Keep Your Brand Current and Successful

Design trends have a significant impact on how potential and current customers perceive your company and everything it has to offer. Making certain that your appearance is always ahead of the curve demonstrates to your customers that you are aware of industry trends.

It’s difficult to demonstrate how your company has grown if your brand doesn’t reflect it. If you’ve expanded to offer new products, expanded to include more services, or set new goals for your company, rebranding is a great way to demonstrate that your company is evolving. The ability to reach new customers is the most significant benefit of refreshing the look and feel of your brand. People will take notice when you focus on new aspects of your business and properly promote them. Rebranding can provide the thrust your company requires to generate new growth in an ever-changing market.

Infinity Digital Agency Can Help

Infinity Digital Agency is a full-service digital branding and marketing firm that has been assisting businesses in maintaining their brand image for the past five years. We accept complete responsibility for the rebranding effort. We examine, analyze, and debate the business industry and its values. We create the brand’s tone of voice and story, as well as the brand slogan and key marketing messages. We create content based on how you want your brand to be perceived. We assist you in developing your corporate identity guidelines. We develop social media policies and business profiles for your organization.

Want to take your business to a whole new level? Get in touch with us today!

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