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What is Rebranding? Best Rebranding Examples & Strategies

Writen by SATISH KUMAR

6 Dec, 2021

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what is rebranding

Have you ever heard someone say they want to rebrand their company or brand? What does that mean exactly?

A rebrand is a change in branding strategy. In other words, it’s a new name, logo, tagline, color scheme, etc., for a company or brand. This usually happens when a company wants to create a new identity for itself. For example, Nike has changed its name from Dunlop Sportswear to Nike several times over the years.

Rebranding is often done because a company wants to attract new customers or expand into new markets. Sometimes companies rebrand to improve their image or reputation. Other times, they might want to distance themselves from something negative.

What is rebranding?

A brand is a company’s identity or reputation. When companies change their name, they often want to create a new image and attract new customers. What does rebranding mean?

Branding is a powerful tool that helps businesses stand out from competitors. Rebranding involves changing a company’s visual identity (logo, color scheme) and marketing message.

What is rebranding?

Rebranding is a strategic move that aims at improving a company’s performance. It can be done through a complete overhaul of the existing branding strategy or simply by tweaking some elements.

A rebrand is a complete overhaul of your existing brand. It could involve everything from logo design to color scheme to product packaging or product offerings. It may even require a complete redesign of your entire website.

Why is rebranding important?

It is vital to keep up with trends and changes in technology. Consumers are always looking for something new, fresh, and exciting. They love companies who constantly reinvent themselves and come out with unique ideas.

Benefits of Rebranding

There are many benefits to rebranding. One of them is that it helps you to stand out among competitors. Another benefit is that it gives you a chance to connect better with customers. By creating a new brand, you can show your customers that you care about their experience and that you’re willing to take risks.

New Audience

Rebranding allows you to reach a whole new audience. You can use this opportunity to attract new clients or potential employees. If you have a large customer base, then you can also use this time to introduce new products and services.

Higher Relevancy

When people see your old brand, they think of your past history. When they see your new brand, they will automatically associate it with your future plans. This makes your new brand more relevant than ever before.

Improved Brand Recognition

Your new brand will be easier to recognize because it’s different from your previous one. Your new brand will help you get noticed by consumers and make your company look more professional.

Improved Google Ranking

Google has recently started giving preference to websites which have been around for longer periods of time. The reason behind this is that they feel that these sites are more trustworthy and reliable. So, when you rebrand, you’ll be able to improve your ranking on search engines like Google.

Increased Traffic

If you’ve had a bad reputation over the years, then chances are that you haven’t gotten much traffic. However, once you rebrand, you can expect to receive a lot of visitors. People will notice your new brand and visit your site.

Streamlined Teamwork

You don’t need to worry about having to work together as a team anymore. With a new brand, you won’t have to coordinate all of your efforts. Instead, you can focus on what matters most – making sure that your new brand looks good.

When do you need rebranding?

If you’re looking to start a new business venture, whether it’s a brand new product or service, or if you’ve been around for awhile but feel like you could use some fresh ideas, then it might be time to consider a rebrand. A rebrand is essentially a complete overhaul of your branding strategy. It may involve changing everything from the logo to the color palette. Rebranding isn’t just for big companies either — even smaller businesses can benefit from a little bit of a facelift.

Rebranding is one of those things that sounds really daunting, but once you get started, it’s actually pretty straightforward. But before we jump into the nitty gritty details, let’s take a step back and think about why you would ever want to undertake such a project.

If there is a market repositioning

A rebrand is an excellent way to position yourself in the eyes of your target market. For example, if you sell widgets, then you may decide to change your name to “Widgets Inc.” That way, you can position yourself as a manufacturer rather than a retailer.

To create a stronger identity

Sometimes, you simply need to give your brand a face lift. Maybe you’ve been working hard at building up your brand for several years now, but you still feel like it needs a little extra attention. In this case, a rebrand is a great way to refresh your image and make your brand stand out from the crowd.

To grow your business

Sometimes, you need to expand your business in order to keep pace with competitors. Or maybe you’re trying to build a bigger audience so that you can reach more people. Either way, a rebrand is an excellent opportunity to increase your visibility and attract new customers.

When you want to improve your company’s reputation

In many cases, you may find that your current brand doesn’t reflect who you are today. If you’re a small business owner, you may not have the resources to completely revamp your entire brand. But, you can always add a few tweaks here and there to help you achieve your goals.

If a company merger takes place

Mergers and acquisitions are common these days. And when they happen, sometimes the acquired company ends up getting a new name. This is especially true if the two companies were previously competing against each other. So, if you’re part of a larger organization, you may end up being renamed along with the rest of the company.

When you want to go international

If you plan to expand internationally, you’ll probably need to rethink your branding strategy. Because, while you may already have a strong brand in your home country, it may not translate well across borders.

If there is a change in leadership

It happens all the time: The CEO leaves the company, and a new leader comes on board. Sometimes, the old leader will stay on until the transition is complete, but sometimes he or she will leave immediately after taking over. Regardless of what happens, it’s important to ensure that your brand remains consistent throughout the process. Otherwise, you run the risk of confusing consumers.

So, how do you know whether or not you should embark on a rebrand? Well, first off, you need to ask yourself some questions. Do you want to change your name? Are you looking to update your logo? Is there something else that you’d like to change? Once you’ve answered these questions, you can move forward with your plans.

But, before you start designing your new look, you’ll also want to think about your overall marketing strategy. You don’t want to confuse your existing customers by changing too much too quickly. Instead, you’ll want to slowly introduce changes over time.

And finally, you’ll want to consider the timing of your rebrand. If you’re planning to launch a major campaign, such as a product relaunch, you’ll want to get started right away. However, if you’re just updating your website or adding a new feature to your app, you can wait a bit longer.

The bottom line is that a rebrand isn’t necessarily a bad thing. It’s actually a smart decision for most businesses. But, you’ll want to be sure that you choose the best approach for your particular situation.

And once you’ve decided which direction you want to take, make sure to follow through. Don’t put off this project because you think it won’t be worth it. In fact, the opposite is usually true.

Types of Rebranding

There are three main types of rebranding:

1) Brand Refresh

2) Complete Redesign

3) Partial Redesign

Let’s talk about each one.

Brand refresh

A brand refresh is exactly what it sounds like: A simple tweak to your existing brand. For example, maybe you want to change your color scheme from red to blue. Or, perhaps you’d like to add an extra “o” to your logo. These kinds of changes are relatively easy to implement, and they’re often done at no cost.

However, there are times when you might decide to completely redesign your brand. This could mean anything from changing your font to creating a whole new identity.

Complete redesign

A complete redesign is more than just a simple brand refresh. Instead, it involves a full overhaul of your entire brand. When you go down this route, you’ll likely need to hire a professional designer who specializes in logos and other visual elements.

Partial redesign

Finally, we come to partial redesigns. With a partial redesign, you’ll still keep many aspects of your current brand. However, you’ll want to make some adjustments. Maybe you’d like to add a few new features to your site. Or, maybe you’d like to create a new logo. Either way, you’ll probably have to work with a graphic design firm to help you out.

How to Choose Your Type of Rebranding?

There are several factors that you’ll want to keep in mind when deciding which type of rebranding is right for you.

First, you’ll want to decide whether or not you want to change your company name. If so, then you’ll need to determine whether or not you want a full-blown rebrand. Or, if you only want to change your company’s name, then you can opt for a hybrid brand refresh / redesign.

Next, you’ll want to figure out whether or not you want your rebrand to be short-term or long-term. Short-term means that you’ll be making these updates over a period of months or even years. Long-term means that you plan on doing all of this work within a single year.

Finally, you’ll want to consider your budget. Are you willing to spend thousands of dollars on a rebrand? Or, would you prefer to pay less but get fewer results?

Once you’ve answered all of those questions, you should be able to narrow down your choices.

How Much Does It Cost To Rebrand Your Business?

Now that you understand the different types of rebrands, let’s talk about how much they typically cost.

Rebranding costs vary depending on the size of your business. Small businesses tend to do well with small projects. But, as your company grows, you may find yourself needing to invest in larger projects.

For instance, if you’re planning on hiring a graphic design firm to develop a new logo, you’ll most likely need to shell out a pretty penny. On the other hand, if you’re looking to update your website, you won’t necessarily need to break the bank.

In general, though, expect to pay anywhere between $1,000 – $10,000 per month. And, don’t forget to factor in any additional expenses such as web hosting fees, domain registration, etc.

If you’re interested in learning more about how much it will cost to rebrand your business, check out our post: How Much Does A Brand Refresh Cost? 

Rebranding Strategy

Rebranding is the act of changing the name, logo, colors, and other visual elements of a brand. This is usually done to reflect the changes happening within the company. The goal is to create a new identity that reflects the vision and values of the company.

A successful rebranding strategy involves careful consideration of both short term and long term goals. In addition to the obvious benefits of creating a new image for your company, a well thought out rebranding can also provide valuable insights into your customer base.

You’ll want to take note of what customers think of your existing branding. Then, use this information to inform future decisions regarding your brand. For example, if you notice that people aren’t liking your current logo, perhaps it’s time to replace it.

Another benefit of a well planned rebranding is that it helps you stay ahead of competitors. When you’re constantly updating your brand, you’re giving potential clients an opportunity to see exactly what you have to offer. They might even start thinking of your company when they come across something similar to yours.

And finally, a good rebranding strategy can help you build trust among your target audience. After all, if you’re going through the trouble of designing a new logo, why wouldn’t you want to make sure that it looks great?

So, before you begin, ask yourself these three important questions:

Why Should I Rebrand My Company?

The first question you should ask yourself is “why?” Why are you doing this? What problem does your rebrand solve? If you can answer these questions, then you’ll know exactly what you’re getting yourself into.

It’s easy to fall into the trap of just throwing together a bunch of random ideas. But, if you really want to get the best results from your rebranding project, you’ll need to plan carefully.

Think about what kind of impact you’d like your rebranding to have. Do you want to attract new customers? Or, do you want to improve your reputation among current ones?

Do you want to change the way people perceive your company? Or, do you simply want to refresh your corporate look? Whatever your reason for wanting to rebrand, be clear about it.

How long will it take to complete the Project?

Once you’ve decided on your reasons for rebranding, you’ll need to figure out how long it will actually take to complete. You may find that some aspects of the process require less work than others. So, you’ll want to consider which parts of the process will require the most effort.

For instance, if you’re redesigning your website, you’ll probably spend more time developing content than you would redoing your logo or color scheme.

If you’re planning to launch a new product line, you’ll likely need to spend more time researching and testing different designs than you would with a simple rebranding project.

Finally, don’t forget about the cost associated with any rebranding project. While there are many ways to go about it, you’ll probably want to hire someone who specializes in graphic design to create your new logo. And, while you could certainly learn everything you need to know about graphic design online, you’ll still need to pay for their services.

Is there enough time to complete this Project?

Finally, you’ll want to determine whether you have enough time to complete the project. Remember, you won’t necessarily be able to start working on your rebranding project immediately after deciding to do so. In fact, you may not even be ready to start until several months later.

That said, you shouldn’t wait too long to begin. As we mentioned earlier, you’ll want to give yourself plenty of time to research and develop your new branding strategy.

In addition, you’ll also want to allow yourself at least six months to complete the entire project. That means that you’ll need to come up with a final version of your new brand after 6 months.

You’ll also want to factor in the time needed to implement your new branding strategy. For example, if you decide to launch a new website, you’ll need to set aside time to build it.

And, if you decide to change your business name, you’ll need to make sure that all relevant parties (such as banks, credit card companies, etc.) have updated their records accordingly.

So, before you jump right into the project, make sure you have enough time to finish it. Otherwise, you might end up spending more time trying to fix problems that you didn’t anticipate than you did creating them!

Rebranding Strategies

1. Change your logo.

This may seem like a no-brainer, but there are many reasons why you might want to consider replacing your logo. Maybe you’ve been using the same one since you started your business. Or maybe your logo doesn’t fit with your current marketing efforts.

Whatever the case, you’ll want to keep these things in mind when deciding whether or not to update your logo:

Does your logo work as part of your overall brand?

Does it represent your company accurately?

Is it consistent with your company’s mission statement?

If you answered no to any of these questions, then it’s probably time to change your logo. 

2. Shift brand positioning.

Your brand positioning refers to how you describe your company on paper. It includes everything from your tagline to your website copy. And, it’s often used to explain who your company serves.

For example, if you sell custom made products, your brand positioning could include phrases such as “customer service,” “quality” or “personalization.”

When you’re planning your rebranding strategy, it’s important to think about how you want to position your company. This will help you decide which parts of your brand you want to emphasize and which parts you want to downplay.

3. Update your tone of voice.

When we talk about tone of voice, we mean the words you choose to use when describing your company. Your tone of voice needs to match your brand positioning. So, if you want to emphasize customer service, you’ll want to use language that reflects that attitude.

You also want to avoid using words that don’t reflect your brand. For example, if you’re trying to convey professionalism, you won’t want to say things like “funny” or “cool”. Instead, you’ll want to focus on more professional terms like “professional”, “serious” or “businesslike”.

4. Create a visual identity system.

A visual identity system (VIS) is a set of guidelines that helps you create consistency throughout all aspects of your branding. These guidelines include colors, fonts, images and other design elements.

The VIS will help you make sure that every element of your rebranding project matches your brand positioning. In addition, it will ensure that each piece of content you create fits within your overall brand.

5. Create new ads.

Once you’ve decided on your new logo and updated your tone of voice, you can start creating new ads. If you already have an ad campaign running, you can continue to run them while you develop new ones.

However, if you don’t have an existing ad campaign, you’ll need to come up with some creative ways to get the word out about your new brand. You can try advertising on social media sites like Facebook and Twitter. You can also post flyers at local businesses.

In either case, remember to be careful about what you say. Make sure that anything you post online represents your company positively. Also, be sure to only share information that supports your new brand.

6. Start collecting feedback.

After you launch your new ads, you should begin collecting feedback. Ask people for their opinions on your new brand.

This way, you can see whether they notice any changes in your company’s image. You can also ask them about specific points of interest. For example, if one of your ads focuses on customer service, you might want to know whether customers are noticing this aspect of your business more than before.

7. Evaluate results.

After you collect feedback, you’ll want to evaluate the results. Are people responding well to your new brand? Do they find your ads interesting?

If so, great! Keep doing what you’re doing. However, if not, you may want to consider making adjustments.

8. Repeat steps 1-7 until you reach success.

As long as you keep evaluating your results, you’ll eventually reach success. Once you do, you’ll have a new brand that works for your company.

How to rebrand a company

How would you go about rebranding a company? Would you simply change the logo or create a new identity altogether? What other steps would you take?

Rebranding is a great way to refresh a brand image and attract new customers. In today’s competitive environment, companies often have to adapt their branding strategy to stay relevant.

Rebranding involves changing the look and feel of a company without altering its core values. The goal is to improve customer experience and increase sales. If you want to start a successful rebranding campaign, follow these five simple steps.

1. Redefine your target audience and market

Before you embark on a rebranding campaign, you first need to define who your target audience is. This includes understanding where your current customers are coming from and how they use your products and services. It also means identifying potential competitors and determining which markets you want to focus on.

2. Rethink your vision, mission, and values

Once you understand your target audience, it’s time to rethink your vision, mission, values, and goals. Your vision defines what you stand for; your mission describes why you exist; your values represent your beliefs; and your goals describe what you plan to achieve.

3. Create a new visual identity

Next, you’ll need to create a new visual identity. A visual identity is a set of colors, fonts, images, and logos that represent your company. It helps customers recognize your brand and associate it with positive feelings.

4. Reconsider your company name

Finally, you’ll need to reconsider your company name. While many businesses choose to stick with their original names, others opt to change theirs. Why? Because some consumers may perceive a different meaning when they hear certain words. For example, “Apple” has been associated with computers since Steve Jobs founded the company in 1976. But now, Apple is synonymous with smartphones and tablets. So, if you want to make sure your customers remember your company, think twice before choosing a name that could be misinterpreted.

5. Develop a marketing strategy

Now that you’ve defined your target audience, redefined your vision, mission, goals, and values, created a new visual identity, and reconsidered your company name, it’s time to develop a marketing strategy. Marketing strategies help you decide which channels (e.g., social media, print ads, etc.) will best communicate your message to your target audience. They can include traditional advertising, such as billboards, radio spots, TV commercials, direct mailers, and so forth. Or, they can include nontraditional methods, such as word-of-mouth recommendations, online reviews, and social media posts. 

6. Revise your brand slogan

When developing a marketing strategy, you should also consider revising your brand slogan. A brand slogan represents your company’s personality. It communicates your vision, mission, value, and goals. A good slogan not only conveys your brand’s personality but also makes people smile or laugh. It’s also important to keep your slogan short and memorable.

7. Re-establish your brand identity

After you’ve developed a marketing strategy and revised your brand slogan, it’s time to establish your brand identity. Brand identity refers to the overall look and feel of your business. It includes everything from your logo design to your website layout. 

Change your logo

Your logo is one of the most recognizable elements of your brand. If you’re looking to update your logo, here are three things to consider:

1. Choose a simple yet effective logo

A logo needs to be clear and easy to read. Avoid using too much detail because this can distract customers. Instead, select an image that represents your company’s purpose and values.

2. Keep it consistent across all platforms

If you have multiple websites, apps, and other digital properties, make sure your logo looks similar on each platform. This way, customers know what to expect when visiting your site.

3. Make it unique

Don’t use a logo that’s already being used by another company. You don’t want to confuse customers who might assume that your product or service is inferior.

Revise your website

Your website plays a crucial role in establishing your brand identity. After all, it’s where potential customers first encounter your company. To ensure that your website reflects your brand identity, follow these tips:

1. Use a professional web designer

Professional web designers understand how to create visually appealing websites that match your brand. They also know how to optimize them for search engines like Google and Bing.

2. Include your logo

Make sure that your logo appears somewhere on every page of your website. This helps customers recognize your brand and gives them a sense of familiarity with your company.

3. Add a call-to-action button

Call-to-actions are buttons that prompt visitors to take some kind of action. For example, if you sell clothing, you could add a “Shop” button that directs customers to your store.

4. Create a favicon

Favicons are small icons that appear next to bookmarks in browsers. They represent your website and give users a quick snapshot of what they’ll find there. Favicons are especially useful for mobile devices, where space is limited.

5. Update your content regularly

Keep your website fresh by adding new blog posts, videos, images, and other types of content. Doing so will help build trust with your audience and encourage them to return. 

Use different colors

Colors play a key role in branding. In fact, studies show that certain colors evoke specific emotions in consumers. For instance, red evokes excitement while blue signifies calmness. By choosing color schemes that reflect your brand’s personality, you can better connect with your audience.

Reconsider your shapes and imagery

Shapes and imagery can convey important information about your brand. For example, circles suggest stability, triangles signify dynamism, squares indicate reliability, and diamonds suggest luxury. When selecting visual assets, think about which ones best fit your message.

Create a memorable tagline

Taglines are short phrases that describe your brand. Taglines should be catchy but not overly long. A good tagline should include keywords that people would type into a search engine to learn more about your business.

Rebranding Examples

Here are just a few examples of successful rebrands:

1. Nike

Nike has been around since 1964, but the company didn’t start using its famous swoosh until 1971. The reason for this was simple: It wanted to distinguish itself from competitors. Since then, Nike has become one of the most recognizable brands in the world.

2. Starbucks

Starbucks started out as a single coffee shop in Seattle called Starbuck’s Coffee & Tea. But when the chain grew too big, the founders decided to change their name to Starbucks. Today, Starbucks is known worldwide for its distinctive green mermaid logo and its delicious beverages.

3. Apple

Apple began life as an electronics manufacturer named Apple Computer Inc. However, the company changed its name to Apple Inc. after Steve Jobs returned to the company in 1997. Since then, Apple has released many popular products such as the iPod, iPhone, iPad, Macbook Pro, iMac, and MacBook Air.

4. Coca Cola

Coca Cola was founded way back in 1886 in Atlanta, Georgia. At first, it sold only coca leaves and colas flavored with cocaine. Over time, the company added other flavors like orange and grapefruit. Eventually, the company became a global powerhouse.

5. Google

Google was originally called BackRub. Its founders were Larry Page and Sergey Brin who met at Stanford University. After developing the idea for Google, they incorporated the company in 1998. Today, Google is still going strong and continues to grow every year.

6. McDonald’s

McDonald’s was founded in 1940 in San Bernardino, California. The company sells burgers, fries, shakes, and other fast food items. Although the company has grown over time, it hasn’t lost sight of what made it great in the first place.

7. Microsoft

Microsoft was created in 1975 by Bill Gates and Paul Allen. They developed the software program MS-DOS (Disk Operating System) and later on Windows. Since then, the company has continued to develop new programs and services.

8. Walmart

Walmart was founded in 1962 in Arkansas. The company sells groceries, clothing, household goods, and much more. The company also owns Sam’s Club, which offers members discounts on grocery shopping.

9. Target

Target was founded in 1902 in Minneapolis, Minnesota. The company sells home furnishings, apparel, and housewares. In 2010, the company had revenues of $112 billion.

10. Unilever

Unilever was founded in 1833 in London, England. The company makes soap, shampoo, conditioner, lotions, and other household products. It also produces ice cream, margarine, and cleaning supplies.

11. Visa

Visa was founded in 1958 in Beaverton, Oregon. The company provides financial services to businesses and consumers via credit cards. In addition to that, Visa is also known for being the issuer of “Charge” instead of “Credit” on consumer credit card statements.

Here are just a few examples Rebranding failures:

1. Kodak – Eastman Kodak Company – 1888

2. Blockbuster Video – Hollywood Video – 1994

3. Circuit City – CompUSA – 2001

4. General Motors – Chevrolet – 1911

5. United Airlines – Pan American Airways – 1927

6. National Semiconductor – NSC Electronics – 1981

7. Safeway – Albertsons – 1966

8. Sears – Kmart – 2005

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