Why And when to rebrand

9 reasons why you may want to consider rebranding.

Businesses often need to rebrand, and it can be a result of many reasons, including international growth, new management, a bad reputation or an outdated image. Whatever the reason, it’s important to create a stellar brand that people will remember.

01
Reposition

Is your brand attracting new customers?

Businesses often reposition their brand to attract new audiences or become more appealing to their target audience.

Example:
With a reputation of rock bottom prices, Walmart appeared to come across as cheap. To correct this, Walmart changed its slogan “Always low prices” to “Save Money. Live Better, putting a positive spin on the low prices.

02
Going Global

Are you thinking of going global to increase your customer base?

When a company is preparing for expected growth, particularly international growth, it might rebrand products and services into a consolidated brand. This is often done for consistency and to save money over time.

Example:
This type of rebranding is also done when a company simply needs to create a greater sense of brand unity across its business.

Also sometimes the brand names may not be understood in other countries. For example Smiths Changed to Lay’s and Raider to Twix

03
Change in Leadership

Do you want to build a legacy with your company and brand?

New CEOs breathe new life into a business and a rebrand can steer it away from failures.

Example:
When Steve Jobs returned to Apple in 1997, he changed the rainbow coloured logo to a modern metallic version. Apple needed change to survive and Steve Jobs’ rebrand worked incredibly well – changing Apple forever.

04
Looks Outdated

Is your brand keeping up with the times and technology?

Your brand is too old and makes your company look outdated. It does not represent the new products you offer, or your image does not attract the new target audience.

Example:
Shell have updated its logo 8 times since 1909 to keep its image modern.

05
Reputation

Does your company/brand have a good reputation in the marketplace?

Businesses can get hit with a bad reputation, which can burn them to the ground. Rebranding can refresh your business and how it’s perceived.


Example:
Andersen Consulting was part of a larger company that was tied to the collapse of Enron. It was granted independence from its parent company and the consulting company was reborn as Accenture, representing a great example of effective rebranding in response to negative publicity.

06
Mergers

Are you or your company thinking of a merger? Or is an imminent break up on the cards?

When companies merge or acquire other companies (and even when they break apart), rebrandings are often required.

Example:
When AT&T broke up into three separate companies in the late 1990s, Lucent Technologies was born. These types of rebrandings are very common and often go through multiple iterations.

07
Similar

Do you stand out in your consumers mind? Is there another similar brand that is grabbing your market share?

Being too similar confuses your audience and makes your company look unoriginal and reflect badly on your success.


Example:
Pandora, which debuted a new simplified logo with a design aesthetic similar to the digital payments company. The two logos are indeed similar. Anecdotal internet testimonials on Twitter indicate people are in fact mistaking the Pandora app for the PayPal one.

08
Markets

Does your company or brand does not appear as big as you really are?

Rebrand to reflect market dynamics and express your companies evolution. Appear bigger, or to stimulate growth by improving your brand.


Example:
When a company realizes its brand is losing relevancy in consumers’ minds, it might be time to rebrand. The Yellow Pages rebranding is a perfect example. With the use of printed Yellow Pages directories declining, Yellow Pages rebranded to YP and began to focus more attention on the digital space making it significantly more relevant.

09
Portfolio

Is there a new line of business your company or brand can pursue?

When a company enters into a new line of business or market that is not cohesive to the existing brand identity, a rebranding might be in order.


Example:
For 17 years Infusionsoft has led the market as the pioneer of CRM and marketing automation software for small businesses. The Keap product launch and company rebrand is a signal the company is expanding to serve a new market.

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