What is Rebranding & When is It Necessary?

brand strategy

Did you know that companies that undergo successful rebranding often see a 20-30% increase in market share?

It’s no surprise that brands must evolve to stay relevant and competitive in today’s fast-paced society, especially with newer, fresher brands taking the spotlight so often.

By understanding the signs and strategies behind rebranding, you can ensure your business remains vibrant and competitive. This article explores the concept of rebranding and delves into when businesses must undertake this transformative process.

What is Rebranding?

What is Rebranding

Rebranding is the process of changing the corporate brand of an organisation. This can involve altering the visual identity, such as logos and colours, as well as updating brand messaging, including slogans and mission statements.

Types of Rebranding:

  • Partial Rebranding: Updating specific brand elements like the brand logo or tagline while retaining core brand identity.

  • Complete Rebranding: Overhauling the entire brand identity, including visuals, messaging, and market positioning.

Key Elements of Rebranding:

  • Visual Identity: Changes to logos, colours, typography, and other design elements.

  • Brand Messaging: Updating slogans, mission statements, and brand voice.

  • Market Positioning: Shifting the brand’s market stance to better align with new business goals or customer expectations.

When is Rebranding Necessary?

  • Rebranding isn’t always required, but certain conditions can make it essential for business growth and longevity. Here are key scenarios when rebranding becomes necessary:

Changing Market Conditions

company decided

Markets evolve, and brands must adapt to stay relevant. Shifts in consumer behaviour, technological advancements, or new industry trends can necessitate a brand refresh to stay competitive.

For instance, the rise of digital technology has transformed many industries, requiring brands to update their image and approach to meet new consumer expectations.

A brand that was once positioned for a traditional retail environment might need to rebrand to appeal to a digital-savvy audience. This includes embracing online presence, e-commerce capabilities, and social media engagement to remain on brand and competitive.

Company Evolution

company's vision

Significant changes within a company, such as mergers, acquisitions, or substantial growth, often require a rebranding strategy to reflect the new corporate brand identity and vision.

When companies merge, they combine their resources and market presence, which often leads to a new organisational structure and strategic direction. A rebrand in this context helps in presenting a unified front to stakeholders, customers, and employees, signalling a new chapter for the company.

Similarly, when a company experiences significant growth, it might need to rebrand to showcase its expanded capabilities and product offerings, ensuring the brand image aligns with its new status and ambitions.

Brand Reputation

brand sentiment

Negative publicity or an outdated brand perception can damage a company’s image. Rebranding helps rebuild a positive brand reputation and regain consumer trust.

For example, if a company has faced scandals or quality issues, a rebrand can signal a commitment to change and improvement. This might involve changing the visual identity and redefining the brand values and promises to reassure customers that the company is moving in a positive direction.

An outdated brand perception can make a company appear out of touch with modern consumers, and a rebrand can refresh its image, making it more appealing and relevant.

Target Audience Shift

new market

As target demographics change, brands need to resonate with new audiences. Rebranding ensures that the brand appeals to the desired demographic, maintaining relevance and connection.

For example, if a brand originally catered to baby boomers, it might need to rebrand to attract younger generations like millennials and Gen Z.

This can involve modernising the brand’s visual elements, updating its messaging to align with current values and interests, and leveraging platforms and channels that are popular among the new target audience.

Competitive Pressure

differentiated identity brand recognition

In a crowded marketplace, standing out is crucial. Rebranding can differentiate a business from its competitors, highlighting unique qualities and advantages.

For instance, if competitors are offering similar products or services, a rebrand can help a company highlight its unique selling propositions (USPs) and value to customers.

This can involve repositioning the brand to emphasise unique features, superior quality, or exceptional customer service, helping it to carve out a distinctive space in the market.

Innovation and Expansion

marketing channels

Launching new products or services that don’t align with the current brand necessitates rebranding to accurately represent the business’s new direction and offerings.

For example, a company that originally sold only software might expand into hardware and services, requiring a rebrand to encompass its broader range of products.

This ensures that the new brand identity accurately reflects the company’s capabilities and offerings, attracting new customers and retaining existing ones who appreciate the brand’s evolution.

How to Successfully Rebrand Your Business

new message

Rebranding is a significant undertaking that requires careful planning and execution. Here’s a step-by-step guide to help you navigate the rebranding process:

Step 1: Research and Analysis

Start with comprehensive research and analysis to understand your current brand perception and market position. This involves:

  • Market Research: Gather data on market trends, consumer behaviour, and competitor strategies.

  • Brand Audits: Conduct internal and external audits to evaluate your existing brand’s strengths and weaknesses.

  • Customer Feedback: Collect feedback from customers to understand their perception of your brand and identify areas for improvement.

Step 2: Strategy Development

marketing strategy

Develop a detailed rebranding strategy that aligns with your business goals and vision. Key components include:

  • Defining Brand Elements: Clarify your new mission, vision, values, and unique selling proposition (USP).

  • Target Audience: Identify and understand your target audience to ensure your new brand resonates with them.

  • Positioning Statement: Create a clear positioning statement that differentiates your brand from competitors.

Step 3: Design and Messaging

new visual identity

Update your brand’s visual identity and messaging to reflect your new strategy. This includes:

  • New Brand Guidelines: Develop comprehensive brand guidelines that cover logos, colour schemes, typography, and other design elements.

  • Brand Messaging: Craft consistent and compelling messages that communicate your brand’s values and promise.

  • Visual Identity: Design new brand materials, including the brand logo, packaging, and marketing collateral.

Step 4: Implementation

marketing efforts

Roll out the new brand across all touchpoints, ensuring consistency and cohesion:

  • Internal Launch: Introduce the rebrand to employees first to ensure they understand and embrace the new brand identity.

  • External Launch: Implement the rebranding across all customer-facing platforms, including your website, social media profiles, marketing materials, and physical locations.

  • Training: Provide training to employees to ensure they can effectively communicate and represent the new brand.

Step 5: Evaluation and Adjustment

brand story

After all changes have been rolled out, remember to monitor the success of your rebranding efforts and make necessary adjustments:

  • Tracking Metrics: Measure key performance indicators (KPIs) such as brand awareness, customer perception, and sales figures.

  • Gathering Feedback: Continuously collect feedback from customers and stakeholders to gauge the rebrand’s impact.

  • Making Adjustments: Refine your strategy based on feedback and performance data to ensure ongoing alignment with business goals.

Rebranding Case Studies

Rebranding Successes

Burger King’s Modern Retro Rebrand (2021)

burger king

Source: Burger King

Burger King underwent a significant rebrand in 2021, introducing a new logo, packaging, and restaurant designs that combined modern aesthetics with a retro feel.

This rebranding effort aimed to reflect the brand’s commitment to quality and sustainability while evoking nostalgia. The rebrand was well-received, successfully revitalising Burger King’s image and resonating with both existing and new customers.

According to a survey conducted after Burger King’s rebranding, brand engagement increased by 20%, and customer feedback became overwhelmingly positive, with a 30% increase in customer satisfaction ratings. The rebrand

Dunkin’ Drops ‘Donuts’ (2019)

dunkin donut

Source: Dunkin’

In 2019, Dunkin’ Donuts rebranded to simply Dunkin’, reflecting its expanded menu beyond doughnuts and emphasising its new beverages. By removing ‘Donuts’, the company has removed a potentially limiting factor from its brand without sacrificing anything.

This shift helped reposition the brand to appeal to a broader audience and modernise its image. Another reason for its success was that, well, most people were already using this shortened name to refer to the chain.

Now that it is official, the rebrand contributed to increased sales, with a 25% increase in revenue within the first year, and strengthened its market position as a beverage-led brand. Furthermore, customer surveys revealed a 15% rise in brand preference and a 10% increase in customer loyalty as a result of the rebrand.

Rebranding Failures and Lessons Learned

company identity

IHOP Becomes IHOb (2018)

In 2018, IHOP (International House of Pancakes) rebranded itself as IHOb (International House of Burgers) to promote its new burger offerings. The change was met with widespread confusion and mockery from customers and the media.

Many felt that the rebrand undermined the brand’s strong identity associated with breakfast foods.

This incident underscores the importance of staying true to core brand elements and ensuring that any rebranding effort is clearly communicated and well-aligned with customer expectations.

Weight Watchers Rebrands to WW (2018)

Weight Watchers rebranded to WW in 2018, aiming to reflect a broader focus on overall wellness. However, the rebrand was criticized for being unclear and for losing the brand’s strong identity.

This incident highlights the importance of clear communication and retaining recognisable brand elements during a rebrand.

The Importance of Expert Guidance in Rebranding

new logo redesign

Rebranding is a complex process that requires meticulous planning and expert insight. Mistakes, as seen in the rebranding attempts by IHOP and Weight Watchers, can easily occur and are best avoided with professional guidance.

To increase your chances of a successful rebrand, consider partnering with a professional branding consultant or agency that can offer:

  • Strategic Insight

  • Thorough Market Research

  • Cohesive Visual Identity Creation

  • Clear Communication Strategies

  • Risk Mitigation

  • Efficient Use of Time and Resources

With professional guidance, you can navigate the complexities of rebranding, ensuring your efforts are strategic, cohesive, and impactful. Partnering with experts like The Brand Fellows can help your business thrive in a competitive market.

Partner with The Brand Fellows for Your Rebranding Needs!

Partner with The Brand Fellows for Your Rebranding Needs

The decision to rebrand can significantly impact your business’s future. At The Brand Fellows, we understand the intricacies of rebranding and are here to help you navigate this transformative process.

We specialise in creating rebranding strategies that not only enhance your brand’s value but also ensure a seamless transition that resonates with your target audience.

Our holistic approach ensures that every aspect of your new brand identity aligns with your business goals and customer expectations.

From redefining your brand’s visual identity to crafting compelling messages that reflect your brand values, we cover all bases to make your rebranding effort a success.

Let The Brand Fellows be your partner in this journey. Together, we’ll create a brand that stands out and thrives.