Rebranding: How to Implement?

Rebranding is somewhat like renovating a house, but it concerns the development of our brand. Changes can include a redesigned logo, modified color scheme, updates to the website, or even a reform in communication and brand values.

Let’s start by considering in which industries rebranding statistically occurs most frequently. This primarily results from the fact that these industries are particularly susceptible to changes in trends, technology, or customer expectations.

Technology Industry

In the technology sector, changes happen often and very dynamically, prompting many companies to consider rebranding. Companies often undergo rebranding to reflect their evolving products and services and to align with ever-changing trends.

Fashion and Cosmetic Industry

Competitive advantage in these industries often relies on a strong, carefully crafted image and setting trends. Therefore, fashion and cosmetic companies frequently undergo rebranding to stay in line with the ever-evolving expectations that consumers adore.

Media and Entertainment Industry

In the media and entertainment industry, competition is enormous, and the expectations of viewers and readers are constantly changing. Rebranding can help media outlets and entertainment companies maintain the attention and interest of the audience.

Automotive Industry

In the automotive sector, rebranding can involve both car brands and dealership networks. It is often associated with the introduction of new models or changes in marketing strategy.

However, it should be noted that rebranding can occur in virtually any industry if a company believes that a change in image or strategy is necessary to achieve its business goals.

Why is it so important? Because the world and expectations are changing, and your brand must keep up with that.

So, how do you do it?

First and foremost, you need to understand that we’re not talking about a momentary change; it’s a lengthy process. The first step, bringing us closer to any transformation, is understanding why you need rebranding.

Is it about adapting to new trends, reaching another segment in a specific market, or perhaps communicating your new goals to your audience? It’s crucial to clearly define the intention.

Analysis of the Brand’s Past Activities

In the next step, it’s time to analyze the current brand. This is a great moment for discussions with the entire team to gather information from various perspectives. Don’t be afraid to step outside the existing patterns; rebranding is an excellent opportunity for a fresh, necessary start.

What is working, and what seems to no longer function properly?

What would you like to retain, and what would you like to change?

Initiating the Rebranding Process

Finally, your brand will be ready to initiate the rebranding process. Support from professionals can be invaluable here. Taking on the role of guides, they will lead you through each of the upcoming stages.

It’s crucial for the new identity to reflect the goals and values. It’s not just about appearance; it’s about the emotions your brand should evoke.

Phase of Provisional Testing

Make sure to test how the new brand will function in practice. You can ask friends, family, and even customers for feedback. This is a great way to verify if the rebranding is effective.

What about communication?

Exactly, how do you communicate this fact to customers? It’s worth starting with internal communication, explaining to your team why your brand needs changes. They will be its first ambassadors.

A bit later, it will be time for an official announcement. Choose the right moment, carefully selecting communication channels. It could be an update on the website, social media posts, or even direct meetings with customers.

Engage with your audience, tell them the idea behind this, and present the benefits of the introduced rebranding.

Sometimes people may be somewhat skeptical about any modifications. Be prepared for their questions and concerns. Show them that you value their opinions, which are crucial for the development of your brand.

Patience is crucial in the rebranding process. Don’t expect everyone to immediately fall in love with the new vision of your brand. Give them time to get used to the changes.

Trust us, give it a little time, and positive effects will be noticeable.

The value of rebranding lies in allowing your brand to grow, evolve, and continue building positive relationships with customers.

Is it easy? Not entirely. Is it worth it? Definitely yes.

Mateusz Rozynek