Rebranding: The What and Why
When a company or organization is first established, the owner has a vision. That vision is the mixture of the product or service and how the commodity will be presented to the public.
But times change. Products change. Audiences change. There are so many variables that go into marketing a brand that evolve over time, and on many occasions, the company needs to update that brand to keep up.
Rebranding to Make the Change
When a business or organization decides to change a significant element of their brand to keep up with changing times, audiences, or products, they are rebranding. This can occur at any level, whether it be a minor tweak to a logo or a total overhaul of brand name, logo, packaging, marketing materials, and communication.
Even if the changes being made are minor, the company should have a plan in place for unveiling their rebrand. Clients need to be prepared for any shift so that they don’t feel isolated from the brand that they’ve come to know.
Reasons for Rebranding
Some companies rebrand regularly and others have to make a big deal of the change. In all cases, there’s a reason, and changing times aren’t the only factors.
- Keeping up appearances: As an owner, you may have a message that you want to convey, but your intentions mean nothing if the consumer doesn’t have the intended perception of your message. Rebranding can create the shift to bridge that gap.
- Negative perception: For a multitude of reasons, a company’s image can be tarnished. Whether it’s bad customer service, a brand scandal, or negative cultural connotations, the image has to be changed, and rebranding can help reverse a negative image.
- Product Line Change/Shift in Focus: As a company adds or subtracts products or shifts its focus, brand image needs to be changed to keep up.
- Merger/Acquisition: For obvious reasons, if a company merges with or absorbs another, branding needs to mirror the changes that are made.
- Customer Needs: Sometimes, customers need more from the company than what it already offers, and the business needs to rebrand to reflect that change in needs.
These are just a few of the many catalysts for rebranding, but the gist of it should always be the same: a change should be needed.
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