Repositioning. It happens when a brand wants to reach out to its target audience or to make it more full. Alternatively, even target a different one, e.g. change their format from B2C to B2B.
Before rebranding, make sure that your company does need it.
So you’ll have to redesign your website and email templates, change the colours on your Facebook page and Twitter account.
Alternatively, it might be integration with some other company or internalisation.
If you changed your logo, packages, or brand colours – don’t forget to adjust your content accordingly.
To get everything done right, do the analysis and listen to your client’s feedback.
However, as we remember, rebranding is not always about changing the logo. It’s the easiest part.
If your mission was changed or you’re broadcasting absolutely new values, you should know for sure what your content strategy is now.
Probably one of the situations below may seem familiar to you:
So, please-please-please, analyse your brand, your market, figure out the trends.
A goal “to earn M” is fantastic.
Your audience can help you understand if you are moving in the right direction.
Also, now, in the omnichannel era, we should be especially careful about it.
Complete rebranding strategies are all about a new message, mission, and identity.
Use this information to your own benefit.
It takes a leap of faith to decide and rebrand.
Another point is to have local teams who understand the specifics and can meet with partners from the regions.
Make sure that your team consists of different people who are good at finance, design, marketing, etc.
If you see that rebranding is precisely what your business needs, well, just do it(c), but afterwards, pay even more attention to the feedback.
It doesn’t happen by a flick of a wand.
Probably, creating a step-by-step plan is a good idea.
How to get your rebranding strategies right?
It is vital to respect different cultures and meet their expectations.
Anyway, there’re basic strategies that you should learn about if you’re planning a rebranding.
You can start in advance.
They did what their customers asked them to. So, what happened?
Research before the big decision
I’m sorry that I’m bringing this up again and I bet that you already know it.
However, now it’s more about the digital era, huh?
You should explain to your loyal audience that you’ve become even better.
I guess the changes that Google made last year will be a good example.
Since you’ve changed what people used to like about you, carefully note everything they say about the new brand image.
I’d try telling them just one more time.
Your goals should be clear.
Outdated image. A logo that seemed fabulous ten years ago today might be absolutely irrelevant. The good news is that you can create a new logo yourself for free.
Make sure you’ve got the right people working on your rebranding strategies.
Another reason for changing a name is crafting a new identity.
Changing a company’s logo or package is a kind of a light version of total rebranding strategies.
Listening to your customers’ feedback is the first and the main thing you can and should do.
Define what makes your business unique.
Rebranding is something absolutely unique.
One of the most important things while rebranding is to take your new brand public.
Can you remember the old one, btw?
This is an example of hiding your bad reputation.
Analyse your business and find out why you are absolutely fantastic.
See what your competitors are good at.
Don’t hold your breath thinking that rebranding is just about changing a name or a logo.
Announce your new brand identity.
Try to build loyal, meaningful relationships with people.
You should tell your new customers why they can’t live without you anymore.
I remember how much I hated the new one.
So only if you are sure, do it.
MailChimp has changed the logo.
Organise a perfect team.
For example, Priceline, which owns Booking.com, KAYAK, Priceline, Adoga, Rentalcars.com, and OpenTable, has changed its name to Booking Holdings.
Another reason for rebranding your logo might be creating a new product so the logo should reflect it, too.
You’d better prepare everything and implement the changes overnight.
Top Rebranding strategies
Internationalisation. Some names might seem misleading to people who speak a different language. If you are going to sell your products abroad, to become successful there, you should pay attention to the cultural differences and, what’s more, respect them.
This way you’ll see how every step is leading you to the goal.
Every brand has its own style of telling the information, creating content.
1 – Rebranding with changing the name
Now they serve quality dishes under a new name, and this situation is successfully forgotten.
Look at what your clients think they are good at.
New CEO. A new person – a new vision. A new boss may have a completely different view, so you’ll have to change everything according to new rebranding strategies.
How? Well, here I am, to help you pick the strategy that will skyrocket your business.
If it doesn’t, well, cross it off.
DoubleClick for Publishers folded into Google Ad Manager.
However, now it seems just perfect.
Don’t forget that your clients’ ideas correlate with your goals.
Too similar. When you and some other company’s logos seem too similar, you have to struggle for your brand’s identity. How?
2 – Rebranding with changing the logo
Here are several reasons.
I want to save your time.
A strong team makes all the difference as these guys will create the whole strategy and make it happen.
Changing markets. The market where you’ve started might appear not big enough if you’re growing and you will have to decide where to move next.
If you have experience in rebranding, I’d love to hear your story: the reasons, the strategy, the impact.
Sometimes this kind of refresh is just a matter of time: what has been cool back in the ’90s is not working anymore.
The logo is bright; it attracts your attention. Also, the company’s mascot is on the logo now.
5 Rebranding Strategies: How to Refresh Your Brand
Make people understand that, too. Otherwise, why should they buy from you?
That’s right. It’s not enough to create a business plan and even to put it into action.
For most businesses rebranding means staying relevant.
DoubleClick merged with Google Analytics 360 to become Google Marketing Platform.
The next step is to tell people what has changed and what hasn’t and explain the reason.
The hardest part is to make people love what you’ve created.
Instagram refreshed the logo back in 2016.
3 – Listening to your customers’ wishes
Be honest with yourself: do you know what makes your business unique? Great.
Now think if your customers know it. Do they, really?
When your content strategy finally changes, don’t forget that feedback is precious.
Analyse your business performance.
What is tricky is to communicate your new identity via your content.
Otherwise, it’ll look weird and the users won’t understand what is going on with your brand.
It also might be tricky to introduce your new brand in a foreign market correctly.
Bad reputation. A real story from my city: a cafe that offered terrible food did a rebranding (and started cooking better) – and their rebranding strategies worked. Cooking better alone couldn’t bring the same results, whereas together with rebranding they achieved the results much faster.
However, rebranding (if it’s done right) will definitely improve your positions in search engines, increase your existing customers’ loyalty and also attract new people.
4 – Rethink your content strategy
It’ll be perfect to include posts about rebranding strategies in your content plan. You can even send an email newsletter.
The name was changed to refer to the most significant project – Booking.com.
The other question is how you can understand that it’s time to rebrand.
Let’s retake a look at what Google did.
Google AdWords became Google Ads.
It requires blood, sweat, and a good share of luck.
Make the launch as quickly as possible; don’t change one thing a month. Your customers will be confused.
What works for one business doesn’t work for another.
However, The point is that people don’t pay much attention to “obvious” things and make mistakes when they don’t do research.
So Google decided to localise the brand names into Arabic, Japanese, and Russian equivalents to make sure that they were meaningful and locally relevant.
It happened when the new players appeared, and Taco Bell wanted to stay relevant and keep growing.
Your decision about rebranding shouldn’t be easy, and you definitely shouldn’t make it impulsively.
Taco Bell has changed its logo for the first time in 20 years.
If you’re planning to rebrand, I wish you luck in following our top rebranding strategies above.
The logos changed, too.
Staying relevant is vital for a business.
The reasons for changing a name can be different.
Anyway, it’s not clear where your problem is and what steps you should take to solve it.
5 – Thinking locally & globally
They thought genuinely about markets that don’t use Latin characters.
New York & Company has switched its name to RTW Retailwinds to identify itself as a multi-brand company.
The new logo integrates with Instagram’s sub-brands (Boomerang, Layout) which is extremely important to the company.
Moreover, here are the things you should keep in your mind changing an existing brand.
Always keep in mind your final goal, create your step-by-step plan and stick to it.
This is a job that requires time, money, and human resources.
To sum up
For example, a restaurant in my city has changed its name and the logo after a food poisoning incident.
Otherwise, there will be no business, right?
It’s minimalistic and trendy.
See what your competitors are better at and where they fail.
MasterCard’s new logo is recognisable, that’s true.
If you want your business to grow, of course.