Rebranding

Rebranding

Rebranding Jonathan Poland

Rebranding is the process of making significant changes to a company’s brand in order to alter the way it is perceived by customers and the wider market. There are a variety of reasons why a company might choose to rebrand, including the desire to modernize their product or image, address customer confusion, move away from a negative legacy, or reflect a change in business strategy.

The process of rebranding typically involves updating a company’s logo, visual identity, messaging, and marketing efforts. This can be a major undertaking, and companies often need to carefully consider their target audience, competitive landscape, and overall business goals when developing a rebranding strategy.

Rebranding can have a number of benefits for companies. It can help to attract new customers, increase brand awareness and recognition, and improve customer perceptions of the brand. However, it’s important for companies to be mindful of the potential risks and challenges of rebranding, such as the potential for customer confusion or resistance to change.

Overall, rebranding can be a powerful tool for companies looking to refresh their image or reposition themselves in the market. By carefully planning and executing a rebranding strategy, companies can make significant changes to their brand and improve their chances of success. The following are common elements of rebranding.

Brand Name

Changing a brand name. For example, consolidating a series of brands in a brand family. Firms invest significant resources in achieving brand recognition such that changing your primary brand name is viewed as a drastic action that is only performed to repair a negative reputation.

Visual Branding

Changes to the visual symbols of a brand such as colors, shapes, typography, logos, packaging, promotional styling and environments.

Brand Identity

Brand identity is everything a firm wants to be in the eyes of customers. This starts with a brand concept that represents the basic idea behind a brand. Brand identity is difficult to communicate and can often change without customers noticing. For example, it might take a firm a decade before most customers recognize a major shift in a firm’s mission and vision.

Brand Legacy

Rebranding is often intended to escape the negative legacy of a brand such as poor sustainability practices or association with an out-of-date technology, fashion or product. However, in some cases a rebranding may be intended to highlight a firm’s legacy. For example, a candy company that rebrands with old fashioned logos to highlight that the brand has been part of a culture for decades.

Brand Promise

A brand promise is a short statement resembling a slogan that communicates what customers can expect of your brand. This is designed to be direct, short and memorable.

Authentic Branding

An attempt to actually change as a company as opposed to a change to brand image that doesn’t reflect underlying realities. For example, a power company that actually launches a serious program of environmental stewardship as opposed to adopting a green logo without any actual changes to strategy and operations.

Internal Branding

In cases of authentic branding, rebranding may begin internally to get employees on board with a new mission and vision.

Customer Experience

Changes to customer experience such as redesigned products and services. For example, a bicycle helmet company that rebrands after a series of safety incidents may redesign its helmets to be safer.

Pricing & Distribution

Elements of the marketing mix such as pricing and distribution may be changed along with a rebranding. For example, an ecommerce company that opens new physical shops may change its slogan and visual branding.

Promotion

It is common to promote a rebranding with extensive advertising campaigns and other promotional efforts.

Storytelling

Storytelling is the art of making information interesting. For example, a firm that wants to promote its brand legacy that captures and communicates interesting anecdotes about the firm’s past.

Experimentation

Rebranding an established brand is a high risk proposition that tends to have a high rate of failure. As such, it is common to experiment and measure results before scaling a brand change.

Learn More…

Brand Switching Jonathan Poland

Brand Switching

Brand switching refers to the act of a customer switching from a…

Marketing Message Jonathan Poland

Marketing Message

A marketing message refers to any media or communication that is intended…

Strategic Thinking Jonathan Poland

Strategic Thinking

Strategic thinking is the process of considering the long-term direction and needs…

Productivity Rate Jonathan Poland

Productivity Rate

Productivity rate is a measure of the efficiency with which a company…

Brand Strategy Jonathan Poland

Brand Strategy

Brand strategy is the plan that a company has for building and…

Economic Moat Jonathan Poland

Economic Moat

An economic moat is a concept in business strategy that refers to…

Employee Goals Jonathan Poland

Employee Goals

Employee goals are specific targets or objectives that are set for an…

Everyday Low Price Jonathan Poland

Everyday Low Price

Everyday low price, commonly abbreviated as EDLP, is a pricing strategy in…

Systems Thinking Jonathan Poland

Systems Thinking

Systems thinking is the practice of analyzing the entire system, rather than…

Jonathan Poland © 2023

Search the Database

Over 1,000 posts on topics ranging from strategy to operations, innovation to finance, technology to risk and much more…

Business Impact Risk Jonathan Poland

Business Impact Risk

Business impact risk refers to the potential negative consequences that a business…

Cost Advantage Jonathan Poland

Cost Advantage

A cost advantage refers to the ability of a company to produce…

Lead Generation Jonathan Poland

Lead Generation

Lead generation is the process of identifying and attracting potential customers for…

Ecotax Jonathan Poland

Ecotax

An ecotax is a tax levied on activities that have a negative…

What is Dumping? Jonathan Poland

What is Dumping?

Dumping refers to the act of selling a product or service in…

Austrian Economics 101 Jonathan Poland

Austrian Economics 101

Austrian economics is a school of economic thought that originated in Austria…

Elevator Pitch Jonathan Poland

Elevator Pitch

An elevator pitch is a brief, persuasive speech that is used to…

Sales Goals Jonathan Poland

Sales Goals

Sales goals are targets for the revenue or units sold that a…

Systems Thinking Jonathan Poland

Systems Thinking

Systems thinking is the practice of analyzing the entire system, rather than…