Rebranding
If tired and out of date branding is sucking the energy out of your business, or your marketing has stopped producing like it used to, rebranding can re-energize your business. Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors.
Having helped numerous companies through their rebranding process, we have seen the challenges and the many benefits that can come from carefully orchestrated rebranding… here are a few:
- When your new look is being unleashed, your competition is out there thinking “Oh no! What are they going after? What are they up to? Why are they doing this?”, and they can spin their wheels trying to figure it out.
- The most expensive part of a rebrand is not in the design work, it’s in the adoption of the rebranded identity (i.e. printing of stationery, business cards, website, signage, uniforms, etc.) However if planned and executed correctly, the rebrand will pay for itself over time.
- For a company that is struggling to find its footing, a rebrand can focus attention away from the stress and struggle they are facing and get the company focused on looking to the future.
- For a solid company that is growing and growing and growing, a rebrand signals (and can represent) the success, strategic vision, or new offerings of the company.
- For a generations-old company, a rebrand signals to the internal staff “we are not going to forget who we are, but we’re not going to let our company get old and outdated either! We are going to refresh ourselves to stay nimble and relevant in this new technologically focused marketplace.”
- For all rebranded companies, the staff experiences a renewed sense of purpose and energy at all levels of the organization.
Rebranding is good for the long-term health of a company. It requires key decision makers to look carefully at what the company is, what it was, and what it will become. That is never an easy task, and before you tackle a rebranding, make sure you apply a well-thought-out process to stay focused on what needs to be done, and don’t lose track of why you’re investing the time and energy into this project. You’ll also need a strong brand-immersion program to reorient the entire brand community once you’re done. The results of your effort will guide the culture and direction of your company for decades; let’s make sure it takes you to the right place.
Do you feel your business is ready for a Rebrand? Contact Us today to get started.
