Skip to content 
What Is Rebranding
Rebranding presents the process of changing the corporate image of a company. It is a marketing strategy focused on changing the symbol, the name, or a design for an established brand. Companies do rebranding to create an identity that will distinguish them from competitors in the market.
Types of Rebranding
There are two types of rebranding:
- Proactive
- Reactive
Proactive Rebranding
Businesses should do a proactive rebranding once they realize the change of the corporate image will attract opportunities for the company’s growth, innovations, new projects, and clients/customers/users.
Reactive Rebranding
Companies have different motives for using reactive rebranding. Legal issues, bad publicity, mergers & acquisitions are some of the reasons why businesses decide to change their corporate image. The desire to create their niche or beat the competition is also a common reason why companies choose this type of rebranding.
Who Can Help You to Successfully Rebrand?
At one point, every company thinks about rebranding. Though many global companies, such as Google, have an in-house marketing staff, it does not mean that a successful rebrand only includes an internal team—in contrast, outside expertise and perspective can lead to fresh ideas and the best visual solution.
For example, a professional designer can help you define how your brand should look in the future. He or she can give you suggestions, advise you, and, finally, design a new corporate image for your business.
When Should You Do a Rebrand? Seven Signs It Is Time to Rebrand
If you feel your brand does not stand out, you are not attracting the right market, or you are having new ideas regarding your brand, it is time to do a rebrand. Here are the signs that show it is time for the change.
#1 You Feel It’s Time to Leave a Current Image Behind
Once you establish your corporate image, you hope it will attract the right audience and receive positive reviews. Unfortunately, sometimes things don’t turn out as you have planned, and you are forced to make certain changes. Rebranding is maybe the best way to leave a specific image behind and start a new chapter with a different visual identity. When you reshape your brand, you set it free from the image from the past and regain the power of how customers/clients/users see your company.
#2 You Are Attracting the Wrong Market
One of the first things you should think about when you are starting a business is your target audience. Bear in mind that, even if you target the right market, it does not mean you will receive a positive reaction.
Sometimes, the market will not show interest in your products the way you hoped. Maybe it will, but your price will be too high. Some businesses try to make their markets as broad as possible while everything they should do is to target one or a couple of sub-markets.
That’s why rebranding is a great strategy. It can either help you be more attractive to your original target market or attract the new one.
#3 The Evolution of the Marketplace
Some industries never change, while others are constantly changing. The marketplace doesn’t always change by itself. The competition also causes changes and forces other companies to change.
If you notice customers are looking for something different from what they were when you started your business, it is time for a change. Also, if the competition has started to offer something new and unique, you should consider responding with a new product or a service.
Therefore, rebranding is a vital part of staying appealing in any changing and competitive industry.
#4 Your Business Has Expanded Beyond Its Original Location
When you start a business, and you are not sure how to name it, including the name of the location your business is going to be focused on might be a good idea. However, if your business grows and you start thinking about expanding it to some other location, you need to find a solution for the name.
If you run a regional business that’s going national or international, rebranding is one of the first things you need to resolve. It all depends on you because rebranding may include creating new branding for an international division or changing your brand entirely.
#5 Your Business Does Not Stand Out
The math is simple—if you want your business to be successful, it needs to stand out. When you realize your brand is similar to a competition, you need to adapt it, so it grabs customers’ attention.
When your brand doesn’t stand out, it is time to make some changes. Rebranding might be the solution. To rebrand your business properly, you need to think of ways to make it authentic and appealing for customers.
Be careful, and try not to rebrand your business by pretending to be something you are not. Let your unique selling points be your guidelines, and think about what makes you different from your competition. When you establish these things, you will form the basics of your rebrand.
#6 You Don’t Feel Excited About Your Brand
Not feeling excited about your brand is more of a personal issue than a business problem. However, as a business owner, you need to feel happy and proud when you are talking about your brand. When you lose motivation, you risk causing your business to fail.
If you desire your business to grow, you need to feel excited about it. Some changes may help you feel good about your business again. Consider rebranding as one of the changes. Rebranding can make you fall in love with your brand again, and who knows, maybe attract more customers.
#7 You Have Changed the Idea of the Brand
The longer you are in the specific industry, the more you learn about it and get ideas of how to improve your business. You may come up with some new products or services, or find some ways to improve the ones you already sell.
If you decide to offer something new, you need to think about how to present it. Bear in mind that maybe your current visual identity does not correspond to these innovations. If that’s the case, you should think about rebranding and making your new offerings appealing to the market.
To be successful in business means you have to be adaptable and flexible. Business owners need to be aware of when something works and when it doesn’t. If your business is not functioning in its current form, you need to do something about it. Rebranding can help you a lot, and take your business in a new, hopefully, successful direction.
Rebranding is a risk, but if you do it in the right way, with the help of professionals, it may speed up your business’s growth and long-term success.
Define a Rebrand Strategy
Before you start a rebrand process, you need to define a strategy that will ensure a successful image makeover. Steps of a rebranding strategy:
- Define rebrand goals
- Do market research
- Define the target audience
- Be holistic—rebranding should include everything about you
- Stay true to yourself and the essence of your brand
- Determine the messaging platform
- Document everything
The Importance of Rebranding
Many business owners overlook the importance of rebranding. Visual identity, however, is one of the essential aspects of every business. Branding is usually the first thing customers remember about your business.
The branding should be optimized both for your business and your target market. If it is not, you should rebrand it. It might sound harsh, but if you do a rebranding wrong, your business will be forgotten rapidly. Do it properly, and you will ensure long-term success.
