The brand is a company's most important asset. If it is not carefully managed, a rebranding can go wrong. Let's look at the key points.
Rebranding is a business strategy that involves renewing and modifying the visual identity, message or positioning of a brand, from logos to fonts, colors and even the name itself.
This process seeks to change perceptions about a company or its offering. The goal is to revitalize the image, adapt it to changes in the market, or correct a negative perception. These are modifications that seek to establish a more powerful connection with people, the era, or the market. On a deeper level, rebranding can be said to be an aesthetic or nomenclature change that seeks to better express the philosophy of the organization.
Notable examples of this strategy include the evolution of brands such as Apple, which moved from a multi-coloured logo to a more minimalist one, or Starbucks, which refined its image to reflect a more premium experience.
Carrying out a rebranding is not a decision that should be taken lightly, nor is it something that is done very often, since the costs can be high (if things go wrong), because it must be taken into account that the brand is the most important asset of the company.
Some keys to recognizing your need include:
Changing audience or market : If your company has evolved and its identity no longer aligns with your current audience or core values, it's time to consider a change.
Negative perception or stagnation : If the brand faces a negative perception canada phone number from consumers or has begun to go through the decline stage of its evolution, a rebranding can be beneficial to revitalize its image.
Adapting to trends : In a dynamic business world, it is essential to keep up with trends and innovations. A rebranding may be necessary to reflect technological, cultural or market changes. However, this case can be the most complex of the three, as it is easy to fall into ephemeral trends that later become outdated.
Geographic separation : In some cases, rebranding may be used to target different, geographically separated markets because a message is not interpreted in the same way in every society in the world.
Differentiation from the competition : In cases of legal impediments, a company may have to change its look and feel to avoid juxtapositions with other brands.