Successful rebranding is one of the most difficult strategies a company can accomplish.
Rebrands Offer Opportunity
In many cases, the focus of a rebrand is strictly external; businesses are looking to make a bigger impact among customers, prospects, and partners. However, rebranding provides significant internal opportunities. It generates excitement and interest among employees and allows a company to reevaluate its own culture and processes. For a change to be truly effective, it needs to go beyond the surface and start from within.
Rebranding is Not Repositioning
Repositioning usually means the same product and services with a slight upgrade such as a new logo or packaging. Rebranding, on the other hand, is offering new solutions that don’t fit your past identity. It usually becomes necessary when a company’s products and services are approaching a territory that no longer resonates with its current message.
Rebrands are Radical
A true rebrand marks the end of that brand as it was, so it should only be done when you’re ready to disassociate your company from its previous reputation. A successful relaunch needs to be “all-in.” You’ll also need to be able to explain to your audience why you’ve changed, what you are now, and what it means for your customers.