8 Reasons Why Rebranding Strategy Is Important, & 1 Reason Why It Isn't


A company's brand may be recognized by its target audience, but does it still accurately reflect the company? Maintaining important brand value and awareness while addressing any parts of the business that are lacking in a company's present branding is a tricky balance while undergoing a rebranding. Companies may avoid becoming stale and stagnant and allow their genuine values and objectives come through by executing a skilled rebranding strategy.

Corporate rebranding strategy may be expensive and time-consuming, and as the number of rebranding practices grows, the failure rate is far higher than the success rate. Risks include the loss of consumers and market share if a brand is transferred. However, corporations continue to use this method to change their brand, and greater instances of corporate rebranding may be discovered. There has been a lack of attention paid to service rebranding strategy plan by experts.

A New Beginning, A Fresh Start.

The Business Press Routinely Reports On Companies Changing Their Brand Names, But Academics Have Paid Little Attention To This Trend Thus Far. A Century Of Rebranding Marketing Strategy And Practice Would Appear To Be At Odds With Dumping An Existing Brand And Replacing It With A New One, Which Is Frequently The Product Of Years Of Work. Every Seven To Ten Years, Companies And Brands Update Their Corporate Identities. Restyling Trademarks, Color Palettes, Visual Language, And Photographic Style Are Common Components Of This Process. There Are Also Occasions When The Name Of The Organization Changes As Well.

Incorporating And Dissolving Companies

Changes in ownership such as mergers and acquisitions are usually followed by an instant rebranding strategy of the company. Making the modification evident as well as complying with regulatory standards is the primary goal here. Demergers compel the newly formed entity to create its own identity. When it is no longer part of the organization, it is made evident in this way. When it comes to mergers and acquisitions, there are a number of different alternatives; the new firm may build a whole new brand, or as is the case in other instances, they might utilize the name of one of the parties.

Repositioning

If done correctly, a company's brand positioning and brand promise may have a significant impact on the business. Products or services, HR policy, customer interaction, corporate brand, etc. Are all reworked in accordance with the new strategy and promise of the organization. All stakeholders are made aware of this move via rebranding. Burberry is a fashion powerhouse. Everyone recognizes trench coats and tartan plaid. Once, it was linked with gangs rather than celebrities. To change that, Burberry relaunched without compromising its heritage.

Internationalization

There are several circumstances in which a modification is required before a brand may be utilized worldwide. This can be the case since the brand name is only recognized in one particular nation. In certain regions of the world, the use of a brand name may also evoke unintended connotations. Organizations who offer the same items in a number of countries, but under different brand names, are increasingly choosing to utilize one worldwide brand instead of their several domestic brands.

Market Changes

Markets are always evolving, expanding, and developing, just like businesses themselves. It's possible that throughout the years, your target audience has changed, and now it's time to modify your rebranding strategy to reflect the changes that have occurred in both your audience and the market. Rebranding is a smart move to make whenever your business enters a new market, whether it be due to the introduction of a new product line or the expansion of existing services. Consider the case of apple, which originally traded under the name apple computer but was forced to change its name after it entered the market for smartphones and tablets. Not only do brands often expand their areas of competence to include various markets, but individual markets also undergo natural shifts. For instance, Google used to be a more lighthearted and effervescent brand known as "Google!" in the past. Over the course of its existence, the sector as a whole has developed into a more mature and established institution. Because of this, Google updated their logo to reflect a lot more contemporary aesthetic that was also cleaner.

Make Sure You Stay Ahead Of The Pack.

When it comes to staying one step ahead of the competition, rebranding may be an effective tactic. In the event that a new firm in the same sector arises with a very similar brand design to yours, people may get confused about which business to focus on. Then, rebranding may be the best option for your company to stand out from the others.

There's Always Space For Improvement In Everything.

In every company, no matter how successful it is, there is always space for growth. Making little design tweaks to see how they affect your business's performance may be done by keeping a careful check on your website traffic and other data. Testing and analyzing are the greatest approaches to uncover areas for development in the growth hacking model. It might be helpful to monitor modest changes in your brand's appearance, especially if you aren't sure what aspects of your brand are in need of a refresh. There is a limit to how long a company's finest branding can last. It will ultimately need to be changed, but it should endure for quite some time. If your company's present branding appears dated, it's time for a refresh. The cost of a rebrand is high, but the benefits may be enormous. In certain cases, rebranding may be an appropriate next step for you to take. Don't hesitate to get in touch if you need assistance. As a company, we strive to help companies realize their full potential. We'd be happy to work with you to make sure your message gets to the right people.

The choice to rethink the image and positioning of the brand in a manner that does not create confusion in the eyes of the customer is also a tough one to make when rebranding.

However, When Is It A Bad Idea To Rebrand?

A rebrand is not necessary if your company name, logo, and other corporate identity components are well-known and have a high level of positive brand awareness. If you spend the money modernizing your brand and then promoting it to your stakeholders, you may never be able to attain the same degree of brand equity ever again. Just imagine if Coca-Cola decided to go with the color blue instead of the current trademarked moniker "coke." how much of the company's goodwill would be tarnished? We see it all the time. When a company reaches a landmark anniversary, such as its 50th or 100th, it may elect to rename. For us, it's not enough to celebrate an anniversary unless there are additional elements at play, such as the reasons we stated for rebranding, such as your audience has changed or your sector has dramatically altered. If this is the case, then the anniversary would be an ideal moment to introduce a new brand.