Rebranding: When And How To Do It Correctly

By Gretchen Clarke- Nov 23, 2022 106

Rebranding a brand is a set of marketing actions dedicated to changing some or all of the components of a brand. 

The name change can range from redesigning the visual space (logo, color, visual identity) to applying a new idea or brand ideology (target audience, market expansion, communication tone, service or product commitment, etc.). 

Basically, Rebranding in its text translation means "brand change". But the process points to a renewal, a natural evolution, or an innovation in a brand's guidelines.


What are the reasons why a brand is rebranding?


There are various reasons for rebranding. In some cases, it will be carried out at the appropriate and necessary time, in others, it must be strategically designed for the most convenient application.


The most common causes are usually:


      Delete a negative image of the brand: This may be associated with an institutional concept or an old and/or negative visual image.

      Change to be different from the competition.

      Target audience and/or market growth, or retargeting.

      A natural evolution of the brand or strategic change in identity, logo, etc.


There are also other factors such as consolidation of companies, external market conditions, a limited or contracted public market, etc.  It is the appearance or niche of new competitors which is constantly changing where our brand has lost its appeal. 


How to think and approach brand rebranding?

In almost all cases where rebranding is done, we aim to expand our audience without losing existing clients.


This point is important to consider. Because there is a long list of brands that lose a large portion of their energy when rebranding. Also, they lose the investment and have to start from scratch or leave everything as it is.


Let's assume that if our goal is to revive the brand, position it as innovative, and/or focus on a younger audience. Then we need to notice contemporary and technological changes.


We can redesign the logo to simplify it, gain more online presence, change the tone of communication, and communicate more closely on social networks.


There may be cases where the viewer is offered a complete change. Either because we want to start marketing our products or services in overseas markets or because we want to "clean up" the brand and target different purchasing audiences.


If we want to expand our geographic market, we need to consider whether our brand image will work in other countries, if we need to make partial changes to our image (probably only name or logo) or if we need to make direct changes to more radical brand ideas.


We need to study the market we want to reach: its culture, economic realities, internet usage, whether our brand already has an international reputation, and so on.


In this case, let's not confuse rebranding a brand with marketing a product that we want to include in that specific market.


We can see big companies that offer digital marketing as a quick example. When we search for the same marketing course at home, it is enough to go online. But, consistent with the brand image, name, logo, or other changes that are best applied to local service providers. In some cases, the course is changed and another to rearrange the image of the local brand.


      Example of failed rebranding


As a failed example, we can review the case of the Gap brand. After more than 20 years with the same logo, they decided to create a more modern and current one.


The new logo was made by the Laird and Partners agency, which had an important prestige in the branding and communication sector.


The cost of the logo redesign is estimated to have cost about $ 100 million.


It was on October 6, 2010, when the company decided to change the logo "modernized" and totally different from the traditional one.


For consumers, old and new, the change that associated the brand with its traditional logo was brutal. Or the reason for the change may not be clearly justified and it gives the feeling of change in the interest of change.


Despite constant criticism of its logo design, customers have become familiar with it and the change has been drastic.


      Example of successful rebranding


Apple is a successful example of evolutionary rebranding.


The company has changed its logo over the years so that it can be updated and consistent with its image.


The redesign, which has been simplified to this day and perfectly represents what today's brand is all about, has had its successes and failures over time. But it has always been characterized by the passing of values ​​of simplicity and attractiveness.


What stands out is not the redesign of its logo, but the evolution of the company in terms of its brand concept and display in the minds of customers.


Before, the brand was only seen as a technology sales company.


Yes, it retains its innovative and avant-garde image like many of today's competitors. But, in recent years the brand has established itself as a trendsetter and what it sells to customers is not only a tech product. But for its customers an experience and an innovative way of life.


What must be taken into account when rebranding?

Let's identify the reasons why we've made changes to our brand and how it will help us achieve our purpose (or vice versa) and the type of rebranding. We should always consider the following aspects:


      Score objectives

Even if we make a partial change or are rebranded for a specific reason, aspects of our brand should not be omitted altogether.


For example, if we're going to redesign our logo because we want to make it easier, we want to differentiate ourselves from the competition. Or because it's old, it's still a good time to ask if the idea and brand voice are old.


What is our goal? Do we just want to change the logo or do we want that simplification to help me strengthen my logo recognition? Do we want to achieve better inclusion in digital media and/or improve packaging?


In this last case, for example, just redesigning my logo will not achieve this.


If we want to achieve achievable results, we must first clearly define our goals. We can then identify other aspects for appropriate marketing, design, communication, or change that we did not consider at the outset.


      Define and know our brand

Know our path, our strengths, our strengths, and our weaknesses. What do we as a brand want to say and if we achieve it? If not: How can we achieve this?


It is also important to determine what sets us apart from other brands and how we can use it to our advantage. The price offer is very important to include it in a rebranding and to be able to stand out in the market.


      Know our audience (current or to which we want to expand)

Sometimes we focus on a specific target audience, but our real buyer is someone else.


At this point, it is important to know how to distinguish these two audiences.


If we want to expand, we need to analyze not only this desired audience but also our actual buyer, our buyer personality. Why do you choose us and what motivates you to buy our products or services?


Before making any changes, it is very useful to conduct a survey to find out how these changes will affect our current market/customers, how they will feel about it, and how it will affect them.


      Analyze the budget

To perform a rebranding it is necessary to consider what budget we have and whether it is possible to implement it for the purposes we set ourselves.


We have defined goals, costs, and periods of fulfillment that will prevent us from falling into the trap of mistakes and errors that will cost us more time and money to correct or halve our work in the long run.


      Establish how and when to communicate rebranding

It is essential that we make a communication plan. Nowadays it is also important that we have digital marketing. The goals we define above (and our budget) will help us manage our communication plans.


If we aim to integrate into the digital market, for example, we can create previous expectations, inform about new store launches online on social networks, create promotions and expectations with new products, and direct the brand in new directions.