Rebranding projects are always intense, stressful and ask a lot of your team. But they are also the projects that make the most impact. And being part of the team that makes the rebranding possible is also super fun.
When is it time for a rebranding? And what are some useful tips for during the process? In this article I will help you on your way.
Reasons for a rebranding
There are many reasons for companies to initiate a rebranding. One or more of the reasons shared below can be the reason for a rebranding.
Refreshing the look and feel of your brand
Just like you occasionally go to the hairdresser for a fresh haircut, or get a new outfit measured in the clothing store, brands sometimes need a new fresh look. For example, you can still have a logo that looks like a Microsoft WordArt design from the beginning of this millennium, or have other brand elements that need to be dusted off.
Changing design trends and customer needs , or a brand that has evolved significantly, are often reasons to initiate such a refresher rebranding.
2. Expanding into new markets
Are you planning to expand your services to new markets?
As part of your marketing plan, is it important to also investigate whether you need to adjust your brand expressions for this?
What are the cultural differences?
Which messaging works/doesn’t work?
Does your brand name work in your new market?
Or do you consciously choose to Учешће на сајму је скупо keep your brand name as it is, because otherwise you would have to start all over again?
Swapfiets is a good example of a company that has consciously retained its brand name, regardless of location. I also have to say that Swapfiets sounds better than Cambiobicicleta.
In a rebranding project I led for Flex- buying house b Appeal, expansion into a new market was also one of the main reasons for a name change. We also wanted to gain a foothold in North America and, well, I probably don’t have to explain it. Flex-Appeal rhymes with… Exactly. Flex-Appeal became Oneteam, a brand name that fits the solution much better and also doesn’t have any strange connotations.
