What is a rebrand? — Branding knowledge series.
Rebrand: change the corporate image of an established brand (a company, organisation or product).
Firstly, are you refreshing or rebranding?
Although there are similarities between a brand refresh and a rebrand, the key difference lies in the reason your seeking change.
So first: what’s a brand refresh? In a nutshell, it’s reinvigorating or renewing your brand identity (look/feel) and your messaging or copywriting (voice/tone), and the applying that to your brand touchpoints. It’s less about completely reinventing your business offering or product. It’s more about refining and updating your branding to better reflect your service/product, and creating a better connection with your audience.
For more info, check out our previous article: What is a brand refresh?
Rebranding is different. It’s a more comprehensive process that’s underpinned by a bigger strategic goal, or goals. It’s about creating a bigger shift in how your business, service or product is perceived.
A rebrand is usually the result of some kind of fundamental change happening within a business or organisation. A change that requires a new brand strategy to steer the brand in a new direction.
Key motivators for a rebrand.
Why might a business/organisation/product need to consider a rebrand? It’s usually because of one of the following:
You have a new business strategy that doesn’t align with your current brand strategy
You’re changing your service offering or product(s)
You’re undergoing a name change (merger, acquisition etc)
You have a market perception that’s damaging your business
Your market perception is significantly out of sync with your business offering/service/product
What a rebrand typically includes.
The process of rebranding isn’t the same for every organisation. Some companies or products need a new name. Others don’t. Often a new logo is needed, but not always. What your organisation needs will depend on your current market position and your overall strategic goals.
A rebrand can cover a new foundation, new brand platform, and new communication collateral and brand touchpoint. It may include some or all of the following:
New brand strategy (incl. positioning and personality)
New audience segments
New business/product name
New logo
New visual identity/visual language (e.g. colour, typography etc)
New photography, imagery or illustration
New brand messaging (verbal language)
New brand touchpoints (online and offline)
Is it all worth it?
Rebranding can be a costly exercise, especially if you’re undergoing a name change and have other significant transitions happening within your organisation. But, when it’s approached in the right way – both strategically and creatively – it can also have a big impact on your market perception and, in turn, on your bottom line.
Updating your branding – whether it’s refreshing or completely rebranding – is a long-term investment. Not a quick-fix solution. It can have both a short-term and a long-term effect on sales, market perception and the value of a business, and ultimately, the equity in your brand. That’s why smart businesses, from small start-ups to big corporates, invest in strategic and creative branding.
Food for thought.
It’s worth pointing out, rebranding needs careful consideration and isn’t the right option for every business. If you’re not facing one of the key motivators for rebranding (outlined above) it might be that the change your organisation needs can be achieved through a simpler brand refresh. To help you decide, it’s best to talk to an expert that understands the impact each process could have on your business and your market position.
Create brand-envy in your sector.
Think your business or product needs a rebrand? Tap into our expertise.
To find out more, or talk ballpark costs, get in touch with our branding designers in Perth. We’ll get you on the path to brand greatness.
