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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
Written by:
7 min read
Updated on: April 5, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Rebranding your business is a big decision that requires a lot of strategy. Some companies do it successfully, while others flop.
From changing your brand's visuals to adopting new messaging, focusing on your audience, launching a new product, and repositioning yourself in the market, you make intentional changes during rebranding that can influence users' perceptions.
Before considering money, time, and energy, it is important to focus on whether rebranding is a good step for your business. What things do you want to change? Who are you changing for? To answer all of your queries, we have compiled a detailed post with expert recommendations for ideal considerations for rebranding your business.
Rebranding your business is a big decision that requires a lot of strategy. Some companies do it successfully, while others flop.
From changing your brand's visuals to adopting new messaging, focusing on your audience, launching a new product, and repositioning yourself in the market, you make intentional changes during rebranding that can influence users' perceptions.
Before considering money, time, and energy, it is important to focus on whether rebranding is a good step for your business. What things do you want to change? Who are you changing for? To answer all of your queries, we have compiled a detailed post with expert recommendations for ideal considerations for rebranding your business.
Rebranding your business is a big decision that requires a lot of strategy. Some companies do it successfully, while others flop.
From changing your brand's visuals to adopting new messaging, focusing on your audience, launching a new product, and repositioning yourself in the market, you make intentional changes during rebranding that can influence users' perceptions.
Before considering money, time, and energy, it is important to focus on whether rebranding is a good step for your business. What things do you want to change? Who are you changing for? To answer all of your queries, we have compiled a detailed post with expert recommendations for ideal considerations for rebranding your business.
1. Reasons for rebranding your business
1. Reasons for rebranding your business
1. Reasons for rebranding your business
If you are planning a rebrand, you might want it to be well-executed and know that it is actually needed. When the time comes to revamp and redefine the brand image, there is a mountain of things to think about. There could be several reasons why companies want to undergo the rebranding experience, and here we have mentioned a few that significantly impact future success.
The revenue is dropping
When the revenue of your business starts moving in the opposite direction, it is a clear sign you need to identify the reasons and plan accordingly. This drop in revenue can be due to different reasons.
If you have increased your pricing, your business will become less popular. Seasonal highs and lows in business can also reduce revenue. If a major change is introduced in the market, it will reduce the effectiveness of your products, such as native split testing introduced by Facebook.
Economic regression or downtown in your client's industry can also impact revenue and force you to plan for rebranding.
You are being outperformed and overlooked
If you offer the same features as a direct competitor at a similar price but see them growing significantly faster than you, it's time to rebrand your business.
For a brand to be successful, it should stand out. There mustn't be anything generic or underwhelming, as this negatively impacts how customers see your business.
Low customer interest
If you feel customers are losing interest in your business and only seem to be settling, it's a clear indication of the need for rebranding. Low customer interest will make it hard for you to generate potential leads.
Branding falls out of style or off-trend
Most brands focus on visual branding or unique selling propositions based on market trends, but these elements may not stay in style forever. For example, basic elements like rounded corners on a Facebook logo rather than a razor-sharp edge can also impact how users perceive you.
You might not want a SaaS brand with an outdated logo and interface. There is no need for a brand that talks about USP that is no longer on trend or valued by the majority of the audience.
Brand no longer aligns with business
Sometimes, the problem doesn't arise due to changes in the market, but your business can be the reason. You need to find out if your brand currently reflects the direction you want your business to take, the audience segment you want to target, your USP and selling focus, and the core products or services you offer. These all are essential for even small B2B businesses.
Your company is scaling up or down
Whether your company is scaling up or down, it means you need to change a lot about your brand such as audience demographics, products or services.
You might want to target small businesses instead of large enterprises, but even for this, you will need to rebrand your business.
If you are planning a rebrand, you might want it to be well-executed and know that it is actually needed. When the time comes to revamp and redefine the brand image, there is a mountain of things to think about. There could be several reasons why companies want to undergo the rebranding experience, and here we have mentioned a few that significantly impact future success.
The revenue is dropping
When the revenue of your business starts moving in the opposite direction, it is a clear sign you need to identify the reasons and plan accordingly. This drop in revenue can be due to different reasons.
If you have increased your pricing, your business will become less popular. Seasonal highs and lows in business can also reduce revenue. If a major change is introduced in the market, it will reduce the effectiveness of your products, such as native split testing introduced by Facebook.
Economic regression or downtown in your client's industry can also impact revenue and force you to plan for rebranding.
You are being outperformed and overlooked
If you offer the same features as a direct competitor at a similar price but see them growing significantly faster than you, it's time to rebrand your business.
For a brand to be successful, it should stand out. There mustn't be anything generic or underwhelming, as this negatively impacts how customers see your business.
Low customer interest
If you feel customers are losing interest in your business and only seem to be settling, it's a clear indication of the need for rebranding. Low customer interest will make it hard for you to generate potential leads.
Branding falls out of style or off-trend
Most brands focus on visual branding or unique selling propositions based on market trends, but these elements may not stay in style forever. For example, basic elements like rounded corners on a Facebook logo rather than a razor-sharp edge can also impact how users perceive you.
You might not want a SaaS brand with an outdated logo and interface. There is no need for a brand that talks about USP that is no longer on trend or valued by the majority of the audience.
Brand no longer aligns with business
Sometimes, the problem doesn't arise due to changes in the market, but your business can be the reason. You need to find out if your brand currently reflects the direction you want your business to take, the audience segment you want to target, your USP and selling focus, and the core products or services you offer. These all are essential for even small B2B businesses.
Your company is scaling up or down
Whether your company is scaling up or down, it means you need to change a lot about your brand such as audience demographics, products or services.
You might want to target small businesses instead of large enterprises, but even for this, you will need to rebrand your business.
If you are planning a rebrand, you might want it to be well-executed and know that it is actually needed. When the time comes to revamp and redefine the brand image, there is a mountain of things to think about. There could be several reasons why companies want to undergo the rebranding experience, and here we have mentioned a few that significantly impact future success.
The revenue is dropping
When the revenue of your business starts moving in the opposite direction, it is a clear sign you need to identify the reasons and plan accordingly. This drop in revenue can be due to different reasons.
If you have increased your pricing, your business will become less popular. Seasonal highs and lows in business can also reduce revenue. If a major change is introduced in the market, it will reduce the effectiveness of your products, such as native split testing introduced by Facebook.
Economic regression or downtown in your client's industry can also impact revenue and force you to plan for rebranding.
You are being outperformed and overlooked
If you offer the same features as a direct competitor at a similar price but see them growing significantly faster than you, it's time to rebrand your business.
For a brand to be successful, it should stand out. There mustn't be anything generic or underwhelming, as this negatively impacts how customers see your business.
Low customer interest
If you feel customers are losing interest in your business and only seem to be settling, it's a clear indication of the need for rebranding. Low customer interest will make it hard for you to generate potential leads.
Branding falls out of style or off-trend
Most brands focus on visual branding or unique selling propositions based on market trends, but these elements may not stay in style forever. For example, basic elements like rounded corners on a Facebook logo rather than a razor-sharp edge can also impact how users perceive you.
You might not want a SaaS brand with an outdated logo and interface. There is no need for a brand that talks about USP that is no longer on trend or valued by the majority of the audience.
Brand no longer aligns with business
Sometimes, the problem doesn't arise due to changes in the market, but your business can be the reason. You need to find out if your brand currently reflects the direction you want your business to take, the audience segment you want to target, your USP and selling focus, and the core products or services you offer. These all are essential for even small B2B businesses.
Your company is scaling up or down
Whether your company is scaling up or down, it means you need to change a lot about your brand such as audience demographics, products or services.
You might want to target small businesses instead of large enterprises, but even for this, you will need to rebrand your business.
2. Values and mission
Branding tells the story about you and your business, so it is important for you to be aware of that inside out. You need to know your values, missions, target audience, and message. It is just like the first day of school uniform that tells the world who your business is. Try your best that you don't get ketchup on your top.
Branding tells the story about you and your business, so it is important for you to be aware of that inside out. You need to know your values, missions, target audience, and message. It is just like the first day of school uniform that tells the world who your business is. Try your best that you don't get ketchup on your top.
Branding tells the story about you and your business, so it is important for you to be aware of that inside out. You need to know your values, missions, target audience, and message. It is just like the first day of school uniform that tells the world who your business is. Try your best that you don't get ketchup on your top.
3. Value proposition
Rebranding provides solutions to your audience. So, you will need to redesign brand elements, marketing collateral, brand voice, and a lot more to rebrand your business. But, the most important thing to determine is the value proposition that motivates your customer base to stick to your rebranding strategies.
Rebranding provides solutions to your audience. So, you will need to redesign brand elements, marketing collateral, brand voice, and a lot more to rebrand your business. But, the most important thing to determine is the value proposition that motivates your customer base to stick to your rebranding strategies.
Rebranding provides solutions to your audience. So, you will need to redesign brand elements, marketing collateral, brand voice, and a lot more to rebrand your business. But, the most important thing to determine is the value proposition that motivates your customer base to stick to your rebranding strategies.
4. The needs of your audience
You might know what your business offers and its purpose, but the most essential thing to start with during a rebrand is the audience you are trying to better reach and connect with. You must be aware of their choices and preferences. So, instead of trying to start with why, you should better start with who.
You might know what your business offers and its purpose, but the most essential thing to start with during a rebrand is the audience you are trying to better reach and connect with. You must be aware of their choices and preferences. So, instead of trying to start with why, you should better start with who.
You might know what your business offers and its purpose, but the most essential thing to start with during a rebrand is the audience you are trying to better reach and connect with. You must be aware of their choices and preferences. So, instead of trying to start with why, you should better start with who.
5. The impact of your rebrand
Another important factor you should consider when rebranding your business is to understand the impact of your rebrand on your customers. Companies focus more often on internal resources related to the financial cost, team member responsibilities, the time needed for a frictionless and steady rollout, and a lot more without thinking about the potential loss of confidence due to re-engaging customers, leads and prospects.
Another important factor you should consider when rebranding your business is to understand the impact of your rebrand on your customers. Companies focus more often on internal resources related to the financial cost, team member responsibilities, the time needed for a frictionless and steady rollout, and a lot more without thinking about the potential loss of confidence due to re-engaging customers, leads and prospects.
Another important factor you should consider when rebranding your business is to understand the impact of your rebrand on your customers. Companies focus more often on internal resources related to the financial cost, team member responsibilities, the time needed for a frictionless and steady rollout, and a lot more without thinking about the potential loss of confidence due to re-engaging customers, leads and prospects.
6. Growth trajectory
If you want to improve your growth trajectory, you must ask yourself if rebranding is the only possible way. The founders of startups often think the problem is in their brand strategy, but actually, it's around the product.
Rebranding is not the solution to growth and retention problems. Instead, you can use rebrand to amplify a production with traction.
If you want to improve your growth trajectory, you must ask yourself if rebranding is the only possible way. The founders of startups often think the problem is in their brand strategy, but actually, it's around the product.
Rebranding is not the solution to growth and retention problems. Instead, you can use rebrand to amplify a production with traction.
If you want to improve your growth trajectory, you must ask yourself if rebranding is the only possible way. The founders of startups often think the problem is in their brand strategy, but actually, it's around the product.
Rebranding is not the solution to growth and retention problems. Instead, you can use rebrand to amplify a production with traction.
7. Your 5 to 10-year plan
Before rebranding, you need to clearly define your plan for the future. You need to have a vision for where you see your business in 5 to 10 years from now. If you don't have a forward-looking focus, your rebranding efforts will only replicate your current state, which can be limiting.
Before rebranding, you need to clearly define your plan for the future. You need to have a vision for where you see your business in 5 to 10 years from now. If you don't have a forward-looking focus, your rebranding efforts will only replicate your current state, which can be limiting.
Before rebranding, you need to clearly define your plan for the future. You need to have a vision for where you see your business in 5 to 10 years from now. If you don't have a forward-looking focus, your rebranding efforts will only replicate your current state, which can be limiting.
8. The increase in revenue
Many business buyers rebrand and consolidate brands across multiple companies to increase revenue. They rebrand to increase revenue for the long term. If the expected long-term gains are not higher than short-term losses, there should not be a plan for rebranding.
Many business buyers rebrand and consolidate brands across multiple companies to increase revenue. They rebrand to increase revenue for the long term. If the expected long-term gains are not higher than short-term losses, there should not be a plan for rebranding.
Many business buyers rebrand and consolidate brands across multiple companies to increase revenue. They rebrand to increase revenue for the long term. If the expected long-term gains are not higher than short-term losses, there should not be a plan for rebranding.
9. Brand building plan
It is an important part of the rebranding strategy and another factor to consider when rebranding your business. You need to develop a plan to promote your new brand. You will also need to pay attention to how you will launch it internally.
Make sure the rebrand communicates the reputation and expertise of your firm along with its name. It should also address market positioning. Some rebranding strategies fail because they shortcut the process, while others fail because they pick wrong work partners.
It is an important part of the rebranding strategy and another factor to consider when rebranding your business. You need to develop a plan to promote your new brand. You will also need to pay attention to how you will launch it internally.
Make sure the rebrand communicates the reputation and expertise of your firm along with its name. It should also address market positioning. Some rebranding strategies fail because they shortcut the process, while others fail because they pick wrong work partners.
It is an important part of the rebranding strategy and another factor to consider when rebranding your business. You need to develop a plan to promote your new brand. You will also need to pay attention to how you will launch it internally.
Make sure the rebrand communicates the reputation and expertise of your firm along with its name. It should also address market positioning. Some rebranding strategies fail because they shortcut the process, while others fail because they pick wrong work partners.
10. Update your digital presence
Once you have planned everything and created brand visuals, you will need to implement the new visual identity. For this purpose, start updating your website, social media, and third-party sites with a new domain name, slogan, logo, imagery, text, etc.
Update links on all web pages, revise metadata where needed, send updated logos, descriptions and taglines to affiliated partners, change SEO terms and keywords where required, and improve your listings in search directories.
Once you have planned everything and created brand visuals, you will need to implement the new visual identity. For this purpose, start updating your website, social media, and third-party sites with a new domain name, slogan, logo, imagery, text, etc.
Update links on all web pages, revise metadata where needed, send updated logos, descriptions and taglines to affiliated partners, change SEO terms and keywords where required, and improve your listings in search directories.
Once you have planned everything and created brand visuals, you will need to implement the new visual identity. For this purpose, start updating your website, social media, and third-party sites with a new domain name, slogan, logo, imagery, text, etc.
Update links on all web pages, revise metadata where needed, send updated logos, descriptions and taglines to affiliated partners, change SEO terms and keywords where required, and improve your listings in search directories.
Examples of rebranding your business
Rebranding has always been a huge milestone in the history of a business. It helps define your vision, opens it to new opportunities, and gains you more customers. But rebranding isn't always successful. There have been many unsuccessful rebrands, such as GAP, Tropicana, and Mastercard. Here, we have mentioned some of the great examples of rebranding businesses.
Facebook/Meta
Mark Zuckerberg’s company announced their first major rebranding in October 2022. Now, Meta is behind Facebook, Instagram, Messenger, and WhatsApp.
Facebook changed its name, logo, typeface and a lot of other features. They also launched a new website, Meta.com to represent this unified brand identity. This rebranding has resulted in changing the company's vision and updating brand identity.
Dropbox
Dropbox launched as a file-sharing and file-storage web service in 2007, but in 2017, the company is presenting itself as the connective tissue for teams and businesses of all sizes. Dropbox has evolved from a file-sharing service to a full suite with APIs, integrations and tools. Dropbox also refreshed its logo and made it clear and simple.
Spotify
Spotify's rebranding is another big case study that we will not miss. Their rebranding efforts have evolved from an early music startup to a world music phenomenon.
In 2015, a visual evolution was seen in their logo and overall aesthetics. The present logo is simple and represents their commitment to user-friendly design and a stronger brand identity.
Rebranding has always been a huge milestone in the history of a business. It helps define your vision, opens it to new opportunities, and gains you more customers. But rebranding isn't always successful. There have been many unsuccessful rebrands, such as GAP, Tropicana, and Mastercard. Here, we have mentioned some of the great examples of rebranding businesses.
Facebook/Meta
Mark Zuckerberg’s company announced their first major rebranding in October 2022. Now, Meta is behind Facebook, Instagram, Messenger, and WhatsApp.
Facebook changed its name, logo, typeface and a lot of other features. They also launched a new website, Meta.com to represent this unified brand identity. This rebranding has resulted in changing the company's vision and updating brand identity.
Dropbox
Dropbox launched as a file-sharing and file-storage web service in 2007, but in 2017, the company is presenting itself as the connective tissue for teams and businesses of all sizes. Dropbox has evolved from a file-sharing service to a full suite with APIs, integrations and tools. Dropbox also refreshed its logo and made it clear and simple.
Spotify
Spotify's rebranding is another big case study that we will not miss. Their rebranding efforts have evolved from an early music startup to a world music phenomenon.
In 2015, a visual evolution was seen in their logo and overall aesthetics. The present logo is simple and represents their commitment to user-friendly design and a stronger brand identity.
Rebranding has always been a huge milestone in the history of a business. It helps define your vision, opens it to new opportunities, and gains you more customers. But rebranding isn't always successful. There have been many unsuccessful rebrands, such as GAP, Tropicana, and Mastercard. Here, we have mentioned some of the great examples of rebranding businesses.
Facebook/Meta
Mark Zuckerberg’s company announced their first major rebranding in October 2022. Now, Meta is behind Facebook, Instagram, Messenger, and WhatsApp.
Facebook changed its name, logo, typeface and a lot of other features. They also launched a new website, Meta.com to represent this unified brand identity. This rebranding has resulted in changing the company's vision and updating brand identity.
Dropbox
Dropbox launched as a file-sharing and file-storage web service in 2007, but in 2017, the company is presenting itself as the connective tissue for teams and businesses of all sizes. Dropbox has evolved from a file-sharing service to a full suite with APIs, integrations and tools. Dropbox also refreshed its logo and made it clear and simple.
Spotify
Spotify's rebranding is another big case study that we will not miss. Their rebranding efforts have evolved from an early music startup to a world music phenomenon.
In 2015, a visual evolution was seen in their logo and overall aesthetics. The present logo is simple and represents their commitment to user-friendly design and a stronger brand identity.
Frequently Asked Questions
Is it a good idea to rebrand your business?
Yes, rebranding is a great idea because it creates better alignment with your business. People often consider rebranding when their current brand doesn't feel right anymore. A rebrand gives new life to a business and helps in growth by putting branding in line with the vision.
What are the three types of rebranding?
The types of rebranding are brand merger, brand refresh, and full rebranding.
Brand merger (brand consolidation or brand integration) occurs when two separate brands merge into a single entity.
A brand refresh (also known as a brand update or revitalisation) involves moderate changes to the visual identity, messaging, or positioning of an existing brand to modernise it and attract a larger audience.
Full rebranding is the comprehensive overhaul of a brand's identity, which includes its logo, name, message, visual elements, and core values. Sometimes, a new business strategy is also devised.
How do I announce a rebrand?
You can create a rebranding press release by adding changes and mentioning what stays the same. Briefly compare the old and new brand identities, explain the reasons for rebranding, and highlight the impact of the new identity.
Final Thoughts
Rebranding your business breathes new life into your brand. It gives a second chance for your business to regain market relevance, customer connections, and competitiveness, which are required to remain successful for years to come. Change is never easy, but it can be a lot of fun if you approach it with the right strategy. All you need is some practical information about how to conduct a rebrand, why to rebrand, what to update internally and externally and how you can get help from technology.
Frequently Asked Questions
Is it a good idea to rebrand your business?
Yes, rebranding is a great idea because it creates better alignment with your business. People often consider rebranding when their current brand doesn't feel right anymore. A rebrand gives new life to a business and helps in growth by putting branding in line with the vision.
What are the three types of rebranding?
The types of rebranding are brand merger, brand refresh, and full rebranding.
Brand merger (brand consolidation or brand integration) occurs when two separate brands merge into a single entity.
A brand refresh (also known as a brand update or revitalisation) involves moderate changes to the visual identity, messaging, or positioning of an existing brand to modernise it and attract a larger audience.
Full rebranding is the comprehensive overhaul of a brand's identity, which includes its logo, name, message, visual elements, and core values. Sometimes, a new business strategy is also devised.
How do I announce a rebrand?
You can create a rebranding press release by adding changes and mentioning what stays the same. Briefly compare the old and new brand identities, explain the reasons for rebranding, and highlight the impact of the new identity.
Final Thoughts
Rebranding your business breathes new life into your brand. It gives a second chance for your business to regain market relevance, customer connections, and competitiveness, which are required to remain successful for years to come. Change is never easy, but it can be a lot of fun if you approach it with the right strategy. All you need is some practical information about how to conduct a rebrand, why to rebrand, what to update internally and externally and how you can get help from technology.
Frequently Asked Questions
Is it a good idea to rebrand your business?
Yes, rebranding is a great idea because it creates better alignment with your business. People often consider rebranding when their current brand doesn't feel right anymore. A rebrand gives new life to a business and helps in growth by putting branding in line with the vision.
What are the three types of rebranding?
The types of rebranding are brand merger, brand refresh, and full rebranding.
Brand merger (brand consolidation or brand integration) occurs when two separate brands merge into a single entity.
A brand refresh (also known as a brand update or revitalisation) involves moderate changes to the visual identity, messaging, or positioning of an existing brand to modernise it and attract a larger audience.
Full rebranding is the comprehensive overhaul of a brand's identity, which includes its logo, name, message, visual elements, and core values. Sometimes, a new business strategy is also devised.
How do I announce a rebrand?
You can create a rebranding press release by adding changes and mentioning what stays the same. Briefly compare the old and new brand identities, explain the reasons for rebranding, and highlight the impact of the new identity.
Final Thoughts
Rebranding your business breathes new life into your brand. It gives a second chance for your business to regain market relevance, customer connections, and competitiveness, which are required to remain successful for years to come. Change is never easy, but it can be a lot of fun if you approach it with the right strategy. All you need is some practical information about how to conduct a rebrand, why to rebrand, what to update internally and externally and how you can get help from technology.
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