What Is a Rebrand? | Strategy Plus
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What Is a Rebrand?

More often than not, we’ll experience the feeling that something is lacking in our lives and due to that we’ll change something. Be it something simple like a new haircut or actually going along to that class we said we might try out, or something a little bolder like having to say yes to everything for a day. Essentially, we rebrand ourselves – and without getting too deep – we rebrand our life. This may be due to changing trends or just the fact that you feel more confident in yourself and that’s no different in business.

The simple definition of a rebrand is giving your existing product/organisation a whole new look and feel.* This may include, but isn’t limited to, changing the brand name, corporate identity, product packaging, imagery and various other touch points of your brand so to revitalise the perception of your brand and keep it relevant.

What do we mean by making it relevant, you may ask. Over time, various internal and external factors of your business will change. Your skill set and services may change, along with the organisations’ technology, competition, consumer expectation etc. Sure, when everything changes, it is hard to ensure that your brand identity is still relevant and representative of your current business.

A rebrand doesn’t always involve changing the name but in a few cases it’s preferable:

Simplification –  Simplification may be due to the fact your name is too complex or the fact you are so well known you don’t need the full name anymore e.g. British Telecommunications (BT).

Merger – These are the most common reason for brand name changes within big corporate companies, especially the professional industries such as Law and Finance. However you do see this in some consumer brands e.g. EE.

Globalisation – To align the brand name with your global brand e.g. Marathon changing to Snickers in 1990.

Many rebrands are put off for too long because of the potential cost involved. Many businesses are aware of the obvious costs involved such as design, signage, stationary, uniform, marketing material etc. However, have you thought about the non tangible elements that also may need rebranding? It’s possible you should also be thinking of changing the following:

  • How you answer the phone
  • What music callers listen to whilst on hold
  • The writing style for all your copy
  • How you sign off emails

 

This all might sound a little far fetched but if your brand is to portray your business as modern and friendly for example, you don’t want to use the classic Cisco as your hold tune.

There are many touch points along your customer’s journey with you and at no point do you want them to have doubts in what you have been telling them all this time.

Did you know it’s our 20th anniversary this year? If that’s not a valid excuse for a refresh of the companies brand, we’re not sure what is.

As the reveal to the new website draws near have you thought about rebranding your website? Take a look at Dan’s blog to find out when it’s the best time to rebrand your website.

*Source: Collins Dictionary