Rebranding is a process of changing or improving a brand’s or organization's corporate image. It encompasses updating the brand identity, including the Name, Logo, and Tagline, to connect with a relevant audience. A brand identity shapes customer perception, builds loyalty, and, most importantly, sets a brand apart from its competition. In this blog, we'll explore when it's necessary for a business to think of rebranding, how to do it effectively, and examples of rebranding done by Sandhya Branding Agency.
Types of Rebranding
Rebranding efforts generally fall into two categories:
This includes changing the colour scheme of your logo or slightly changing the tagline. Slightly altering the visual identity of a brand.
This includes a complete change in your Logo, name, and taglines, completely changing the Visual identity of a brand.
Identifying the time for your organization's evolution through rebranding is the first step. It's crucial as it will affect the relevance and competitiveness of the business in today's highly competitive market.
Staying connected with the audience is essential for brands. The more unique their approach to their audience, the more unique their brand will be.
When a brand's visual identity feels old or disconnected from the relevant audience, it might just be the right time for rebranding, as an old image can limit the growth of a brand.
Negative feedback or PR crises can severely damage a brand's reputation. Rebranding can help businesses shift their perceptions and help customers rebuild trust.
A brand evolves with time, and if the current brand position doesn't echo with the audience, it may be time for rebranding.
If you're having trouble bringing in new customers or increasing your market presence, a rebranding effort can help renew interest and motivates expansion.
Rebranding done right can change the overall image of a brand and create a fresh perspective amongst the audience, catering to their trust and loyalty. So, to begin the rebranding, brands should:
Analyse the brand's strengths, weaknesses, and position. This will help a brand in knowing the areas where rebranding will affect and help in curating a rebranding strategy.
Clarifying the purpose and values of your brand will result in a foundation that will guide future branding efforts, directing brands toward relevant changes for rebranding.
Understand who your target audience is and their desires; this will help your rebranding efforts in shaping your brand at the centre of your audience.
Create a fresh visual identity, including logo, taglines, and overall message, in such a way that your new identity reflects the purpose of your brand and appeals to the audience your brand targets.
Once your new visual identity is created, brands should communicate rebranding to customers and stakeholders, fostering understanding and support.
Once the new identity is finalized, make sure it's reflected in all the print media, online presence, and marketing materials. This will maintain the consistency of rebranding.
Colortile, a prominent brand in the ceramic industry, underwent a significant rebranding to emphasize community. Through extensive user research, we at Sandhya branding agency aligned their brand identity with the values of their users, resulting in a more relatable and engaging brand identity. We started with changing their logo. We replaced the old logo, which created hurdles in vivid applications, with a bold and contemporary logo. The new icons designed by Sandhya Branding Agency also represented the brand’s vision to give a contemporary form to the classic form of ceramics.
Rebranding can work wonders for brands. Carefully consider the factors outlined in this blog to successfully identify the areas where rebranding is necessary and create a stronger, more impactful brand. Remember to assess your brand relevance every once in a while and consider whether a rebrand is necessary to maintain your competitive edge.
