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Rebranding
Brand Identity
Business Growth
Market Repositioning
Successful Rebrands
ARTICLE #23
Table of contents
What to consider when rebranding your business?
Rebranding
Brand Identity
Business Growth
Market Repositioning
Successful Rebrands
Rebranding
Brand Identity
Business Growth
Market Repositioning
Successful Rebrands
Written by:
7 min read
Updated on: April 5, 2024
Samson Mosilily
Senior Regional Manager
African Market, Regional Management, Growth
Samson Mosilily
Senior Regional Manager
African Market, Regional Management, Growth
Rebranding your business can feel like stepping onto a tightrope: you need steady footing, detailed planning, and the nerve to keep going despite the risk of a wobble. Some brands rediscover their spark after a refresh, while others stumble and face the fallout.
When you rebrand, you might fine-tune your brand’s visuals or embrace a new message that speaks to an updated audience. You could decide to shift market position or introduce a brand-new product. All these steps alter how people perceive your business, so a proper plan is essential before committing your money, time, and energy.
Below is a detailed look at the key considerations that professionals often highlight when deciding whether a rebrand is worth pursuing. You’ll see what drives the need for rebranding, how to define values and missions, and practical advice for implementing changes
Rebranding your business can feel like stepping onto a tightrope: you need steady footing, detailed planning, and the nerve to keep going despite the risk of a wobble. Some brands rediscover their spark after a refresh, while others stumble and face the fallout.
When you rebrand, you might fine-tune your brand’s visuals or embrace a new message that speaks to an updated audience. You could decide to shift market position or introduce a brand-new product. All these steps alter how people perceive your business, so a proper plan is essential before committing your money, time, and energy.
Below is a detailed look at the key considerations that professionals often highlight when deciding whether a rebrand is worth pursuing. You’ll see what drives the need for rebranding, how to define values and missions, and practical advice for implementing changes
1. Reasons for rebranding your business
1. Reasons for rebranding your business
A rebrand is usually more than a simple logo swap. It’s about recalibrating how the world sees your product or service. Before you start, assess whether it’s necessary or if you just need a slight refresh.
The revenue is dropping
A downward revenue trend can act as a flashing warning light. This decline may happen for several reasons: perhaps you raised your prices beyond what customers accept, you’ve been hit by seasonal dips, or a competitor introduced a market-changing product. Sometimes, an external shift, like Facebook introducing native split testing can turn previously effective tactics upside down.
Another factor might be an economic downturn in your customers’ industry. If external shifts are pushing you to revisit your brand identity, rebranding might be a worthwhile solution to regain relevance and push your revenue upward.
You are being outperformed and overlooked
When rivals offer a similar product at a comparable price yet outrun you in growth, it’s time to assess what makes them stand out. Does your brand appear unremarkable? Is your visual identity weak or outdated? If so, a rebrand can highlight your uniqueness.
Low customer interest
A consistent drop in customer enthusiasm signals that your brand presentation may need work. If potential leads hardly engage with what you offer, you may need more than just a marketing tweak. A rebrand that addresses updated consumer preferences can help restore excitement and open new doors.
Branding falls out of style or off-trend
Trends come and go—logo shapes, graphic styles, and even messaging approaches can lose their spark. Perhaps your visual design was modern a few years ago, yet it now looks stale compared to rivals with sleeker, more current identities. This is particularly critical for tech-focused businesses since outdated design might suggest outdated solutions.
Brand no longer aligns with business
Your own organisation might evolve in ways your brand can’t reflect. Maybe you moved from small-scale manufacturing to large-scale distribution, or you introduced new product lines aimed at a different demographic. If the current brand voice or values clash with your business trajectory, rebranding can realign public perception.
Your company is scaling up or down
Changing size—whether you’re expanding or downsizing—can lead to a shift in target audiences, products, or services. If you once catered to corporate giants but now focus on small enterprises, rebranding ensures your identity matches your updated goals.
A rebrand is usually more than a simple logo swap. It’s about recalibrating how the world sees your product or service. Before you start, assess whether it’s necessary or if you just need a slight refresh.
The revenue is dropping
A downward revenue trend can act as a flashing warning light. This decline may happen for several reasons: perhaps you raised your prices beyond what customers accept, you’ve been hit by seasonal dips, or a competitor introduced a market-changing product. Sometimes, an external shift, like Facebook introducing native split testing can turn previously effective tactics upside down.
Another factor might be an economic downturn in your customers’ industry. If external shifts are pushing you to revisit your brand identity, rebranding might be a worthwhile solution to regain relevance and push your revenue upward.
You are being outperformed and overlooked
When rivals offer a similar product at a comparable price yet outrun you in growth, it’s time to assess what makes them stand out. Does your brand appear unremarkable? Is your visual identity weak or outdated? If so, a rebrand can highlight your uniqueness.
Low customer interest
A consistent drop in customer enthusiasm signals that your brand presentation may need work. If potential leads hardly engage with what you offer, you may need more than just a marketing tweak. A rebrand that addresses updated consumer preferences can help restore excitement and open new doors.
Branding falls out of style or off-trend
Trends come and go—logo shapes, graphic styles, and even messaging approaches can lose their spark. Perhaps your visual design was modern a few years ago, yet it now looks stale compared to rivals with sleeker, more current identities. This is particularly critical for tech-focused businesses since outdated design might suggest outdated solutions.
Brand no longer aligns with business
Your own organisation might evolve in ways your brand can’t reflect. Maybe you moved from small-scale manufacturing to large-scale distribution, or you introduced new product lines aimed at a different demographic. If the current brand voice or values clash with your business trajectory, rebranding can realign public perception.
Your company is scaling up or down
Changing size—whether you’re expanding or downsizing—can lead to a shift in target audiences, products, or services. If you once catered to corporate giants but now focus on small enterprises, rebranding ensures your identity matches your updated goals.
2. Values and mission
A brand’s identity is the story you tell the world. It should clearly define your values, mission, and overall message. Remember a uniform on the first day of school: you want the right colours and a strong statement about who you are. Make sure the style still fits who you’ve become and what you stand for, no ketchup stains are allowed.
A brand’s identity is the story you tell the world. It should clearly define your values, mission, and overall message. Remember a uniform on the first day of school: you want the right colours and a strong statement about who you are. Make sure the style still fits who you’ve become and what you stand for, no ketchup stains are allowed.
3. Value proposition
A rebrand involves refreshing your visual elements, marketing materials, tone of voice, and more. None of that matters unless you know your core value proposition. Why do people rely on your brand? What keeps them coming back? This focus helps shape every aspect of the rebrand, so it resonates with existing customers and intrigues newcomers.
A rebrand involves refreshing your visual elements, marketing materials, tone of voice, and more. None of that matters unless you know your core value proposition. Why do people rely on your brand? What keeps them coming back? This focus helps shape every aspect of the rebrand, so it resonates with existing customers and intrigues newcomers.
4. The needs of your audience
It’s tempting to start by asking why you want to rebrand, but the real question is who you want to attract. The audience drives your brand’s direction. Tap into their preferences, habits, and challenges. By knowing who they are, you can adjust visuals and messaging, so they’ll feel instantly understood and willing to trust your new identity.
It’s tempting to start by asking why you want to rebrand, but the real question is who you want to attract. The audience drives your brand’s direction. Tap into their preferences, habits, and challenges. By knowing who they are, you can adjust visuals and messaging, so they’ll feel instantly understood and willing to trust your new identity.
5. The impact of your rebrand
Rebrands often demand a significant investment of time and resources. However, an overlooked aspect is the effect on current customers. If you change your name, logo, or messaging, some users may feel confused or anxious. That’s why it’s wise to plan a steady rollout with clear communication. This approach can maintain customer confidence rather than risk losing it because of abrupt changes.
Rebrands often demand a significant investment of time and resources. However, an overlooked aspect is the effect on current customers. If you change your name, logo, or messaging, some users may feel confused or anxious. That’s why it’s wise to plan a steady rollout with clear communication. This approach can maintain customer confidence rather than risk losing it because of abrupt changes.
6. Growth trajectory
Some brands assume rebranding is the quick fix for slow growth or low retention. Reality can be more complicated. A visual overhaul won’t always turn a weak product into a bestseller. If your product or service isn’t meeting expectations, prioritise improvements there first. A rebrand can amplify success, but it usually can’t conjure results from a flawed offering.
Some brands assume rebranding is the quick fix for slow growth or low retention. Reality can be more complicated. A visual overhaul won’t always turn a weak product into a bestseller. If your product or service isn’t meeting expectations, prioritise improvements there first. A rebrand can amplify success, but it usually can’t conjure results from a flawed offering.
7. Your 5 to 10-year plan
Any significant brand change should factor in where you aim to be in five or ten years. A short-term tweak might solve today’s problems, but if your growth path points elsewhere, you risk boxing yourself into a half-baked strategy. A clear, forward-looking vision allows the rebrand to stay relevant well into the future.
Any significant brand change should factor in where you aim to be in five or ten years. A short-term tweak might solve today’s problems, but if your growth path points elsewhere, you risk boxing yourself into a half-baked strategy. A clear, forward-looking vision allows the rebrand to stay relevant well into the future.
8. The increase in revenue
Many business buyers rebrand or merge multiple brands into one. They want to boost revenue over the long term, even if there are short-term costs. If you anticipate that the long-term revenue gains will exceed any immediate financial hits, rebranding can be a strong play. If not, it may be wiser to refine your existing brand rather than start from scratch.
Many business buyers rebrand or merge multiple brands into one. They want to boost revenue over the long term, even if there are short-term costs. If you anticipate that the long-term revenue gains will exceed any immediate financial hits, rebranding can be a strong play. If not, it may be wiser to refine your existing brand rather than start from scratch.
9. Brand building plan
Updating your logo is one thing; embedding that change across every aspect of your business is quite another. Successful rebrands often rely on a thorough plan for rolling out your new identity, both to employees and to the public.
Skimping on key steps or choosing partners who misunderstand your goals can lead to confusion or missed opportunities. A clear plan that covers staff training, messaging, and external communications helps everyone rally around the fresh brand vision.
Updating your logo is one thing; embedding that change across every aspect of your business is quite another. Successful rebrands often rely on a thorough plan for rolling out your new identity, both to employees and to the public.
Skimping on key steps or choosing partners who misunderstand your goals can lead to confusion or missed opportunities. A clear plan that covers staff training, messaging, and external communications helps everyone rally around the fresh brand vision.
10. Update your digital presence
After finalising your new visuals and messaging, update your digital touchpoints. This includes your website, social media, and any third-party directories where your business appears. Remember to adjust metadata, SEO keywords, and partner listings. A cohesive presence helps prevent confusion and communicates that your rebrand is truly official.
After finalising your new visuals and messaging, update your digital touchpoints. This includes your website, social media, and any third-party directories where your business appears. Remember to adjust metadata, SEO keywords, and partner listings. A cohesive presence helps prevent confusion and communicates that your rebrand is truly official.
Examples of rebranding your business
Rebranding has reshaped plenty of big-name companies. Some soared to new heights, while others tripped over their own shoelaces. Below are two success stories that show what a well-executed rebrand can do when it hits the mark.
Facebook/Meta
In October 2022, Mark Zuckerberg’s organisation rolled out a fresh identity and became Meta. This switch pulled Facebook, Instagram, Messenger, and WhatsApp under one name, introduced a new logo, and launched Meta.com. Though opinions were mixed, the change hinted at the company’s larger plans in digital spaces.
Dropbox
Dropbox debuted in 2007 as a straightforward way to store and share files. By 2017, it had grown into a hub for collaboration with APIs, integrations, and a wide assortment of tools. The new logo and brand approach highlighted how Dropbox had moved beyond file storage, positioning it as a workspace for individuals and organisations alike.
Spotify
Spotify started out as a small music platform but soon gained global attention. In 2015, the brand introduced a more vibrant colour palette and a simpler, friendlier logo, emphasising its ambition to be the top spot for music, podcasts, and beyond. This refresh helped listeners immediately recognise Spotify’s willingness to connect people worldwide through accessible audio experiences.
Rebranding has reshaped plenty of big-name companies. Some soared to new heights, while others tripped over their own shoelaces. Below are two success stories that show what a well-executed rebrand can do when it hits the mark.
Facebook/Meta
In October 2022, Mark Zuckerberg’s organisation rolled out a fresh identity and became Meta. This switch pulled Facebook, Instagram, Messenger, and WhatsApp under one name, introduced a new logo, and launched Meta.com. Though opinions were mixed, the change hinted at the company’s larger plans in digital spaces.
Dropbox
Dropbox debuted in 2007 as a straightforward way to store and share files. By 2017, it had grown into a hub for collaboration with APIs, integrations, and a wide assortment of tools. The new logo and brand approach highlighted how Dropbox had moved beyond file storage, positioning it as a workspace for individuals and organisations alike.
Spotify
Spotify started out as a small music platform but soon gained global attention. In 2015, the brand introduced a more vibrant colour palette and a simpler, friendlier logo, emphasising its ambition to be the top spot for music, podcasts, and beyond. This refresh helped listeners immediately recognise Spotify’s willingness to connect people worldwide through accessible audio experiences.
Frequently Asked Questions
Is it a good idea to rebrand your business?
Yes, a rebrand can realign your company with its current goals. Many organisations choose to rebrand when their legacy identity starts to feel outdated. A strong rebrand can recharge how people see your business, which can support growth and a renewed sense of purpose.
What are the three types of rebranding?
Brand merger: Merging two existing brands into one cohesive entity.
Brand refresh: Moderately changing elements like visuals or messaging to appeal to a broader audience and modernise the brand.
Full rebranding: Overhauling everything from logo and name to messaging and core values, sometimes alongside a new business strategy.
How do I announce a rebrand?
A press release can outline the changes and clarify what remains intact. Compare the old identity with the new, explain why the rebrand matters, and highlight how it might benefit your current or potential customers. This is also a good place to mention any new direction for the company.
Final Thoughts
Rebranding your business can bring new energy to your organisation. It offers a second shot at connecting with markets, capturing attention, and staying competitive in the years ahead. Although change can feel daunting, it often sparks fresh opportunities when handled with a solid strategy. Make sure you map out what needs to be overhauled internally, set realistic goals for your market-facing assets, and consider whether technology could streamline the process. If done thoughtfully, rebranding can mark an exciting milestone in your company’s story.
Frequently Asked Questions
Is it a good idea to rebrand your business?
Yes, a rebrand can realign your company with its current goals. Many organisations choose to rebrand when their legacy identity starts to feel outdated. A strong rebrand can recharge how people see your business, which can support growth and a renewed sense of purpose.
What are the three types of rebranding?
Brand merger: Merging two existing brands into one cohesive entity.
Brand refresh: Moderately changing elements like visuals or messaging to appeal to a broader audience and modernise the brand.
Full rebranding: Overhauling everything from logo and name to messaging and core values, sometimes alongside a new business strategy.
How do I announce a rebrand?
A press release can outline the changes and clarify what remains intact. Compare the old identity with the new, explain why the rebrand matters, and highlight how it might benefit your current or potential customers. This is also a good place to mention any new direction for the company.
Final Thoughts
Rebranding your business can bring new energy to your organisation. It offers a second shot at connecting with markets, capturing attention, and staying competitive in the years ahead. Although change can feel daunting, it often sparks fresh opportunities when handled with a solid strategy. Make sure you map out what needs to be overhauled internally, set realistic goals for your market-facing assets, and consider whether technology could streamline the process. If done thoughtfully, rebranding can mark an exciting milestone in your company’s story.
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Click to copy
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Copyright © 2024 FOR®