Have you heard of the rebranding? This word in English is widely used by brands in all sectors. But before telling you more about that, we are going to explain what branding is.
It is a set of strategies used in the communication of a company with the aim of creating a connection between the business and the public. Those connections, in turn, generate insights capable of influencing consumer decision-making.
Now, the time has come to better understand rebranding and why it is relevant in these times.
What is rebranding?
Rebranding is the set of processes used to resignify the image of a brand. That is, its objective is to change the perception of the public in relation to a brand, based on the planning of strategies.
This may involve changes in names, colors, slogans, vision, reformulation of the logo, among others. Some people think of rebranding as a redesign, but this term focuses only on the visual part of a brand. Rebranding goes further, referring to the communication of the business with the public.
Nowadays, many brands carry out this process, seeking the humanization of their messages to reflect the social values of the public, which are directly related to the change in the and also modify the positioning of the brand.
When should a rebranding process be carried out?
You don’t have to wait years to rebrand your business. Even with the changing consumer behavior we mentioned earlier, this process needs to be part of a strategy.
In other words, you have to plan it and put it into practice when it comes to understanding the phase your brand is going through. Here are some appropriate times to rebrand. You may identify with some of these situations.
When the brand positioning is not in accordance with the vision
Rebranding may be necessary when you realize there is a mismatch between your current brand vision and business positioning. And this can happen to anyone.
Some breweries, like , are an example of this. After a sexist campaign launched in 2020 to promote a new type of beer, Brahma was forced to withdraw the commercial from the market due to criticism received on social networks and to enter a rebranding process.
The campaign worked. because in 2021 the brand positioned itself differently. Currently, he shows his commercials with everyone gathered and toasting with beer.
When there is a risk of bankruptcy
With the change of the market it is common to make projections to understand where a business can be in the future. It is possible that it will remain stagnant or go bankrupt, the nightmare of many entrepreneurs.
One of the reasons for this to happen is the lack of innovation, that is, not following the evolution of the market. With the same approach, the public can become saturated and a rebranding project is the ideal solution to get out of this type of crisis.
During image crises
The they are the Achilles heel of any brand. If they get complicated, they could become a reputation issue. And that happens when the product or service is associated with something bad and unhealthy.
To get out of this situation, rebranding is a good option. And this is what McDonald’s did when it began to be associated with poor nutrition. The large fast food chain rethought its positioning and decided to change the menu, adding lower-calorie and healthier options, such as salads and fruit.
To change niche or audience
You can use rebranding when changing or target audience. With this strategy, it is possible to develop a more qualified and segmented audience.
But do not think of this as something negative, because the identification with the brand generates more possibilities of loyalty. Loyal customers will come back and buy again.
What are the types of rebranding?
Some brands may have common reasons for using rebranding, but not all processes are the same. Here are several types:
Partial rebranding
In this type of rebranding, a company does not completely change the identifying factors. In other words, it will only change a few elements.
radical rebranding
In this case, it completely changes the identification of the brand, incorporating new names, slogans and logos. A good example is the airline Latam, formerly Tam, developed from the merger with another airline: Lan. The result was a radically modified visual identity.
Evolutionary rebranding
This occurs when there are small changes in the identity of a business over the years, which also requires a redesign. This is the case of Shell with the change of logo used since 1900, with the aim of aligning its message with its
How to rebrand your business?
You already know what rebranding is and in what situations you can apply it, so it’s time to learn how to use this strategy in your business.
But remember: here we only show you the first steps, mainly because any rebranding decision requires a lot of planning.
Define your strategy and your goal
The first thing is to have a strategy and define the objectives of rebranding. This means understanding the representativeness of the brand, the target audience and the desired positioning.
To do this, you need to conduct market research and understand how the public feels about your brand and the competition. From there, you can think about possible changes, such as:
- Names;
- colors;
- slogans;
- advertising songs;
- pets;
- Logo;
- social media reach;
- brand manual;
- Organizational Culture Guide;
- and others.
Work on your visual identity
Visual identity is not just a brand logo. It’s really all part of the visual component: the color palette, the logo, the layout, the fonts, and even the mascot.
Therefore, when you make radical changes in the visual identity, the public will notice it. So you have to gradually adapt them, for example, with a concise change. Any modification will be reflected in the modernization of all the visual points of the brand.
Therefore, the process must be well planned, to avoid the opposite effect. You can think of applying neuromarketing as a good guide in consumer perception.
Position your brand in relevant channels
they are very relevant today, since many users have accounts on various social networks. Therefore, you can show your rebranding the ones that are most relevant to your brand. That is, you must be present where your audience is.
If you still don’t have a specific strategy for using social networks, this is a good opportunity to define it.
Track your audience’s reaction
When rebranding, identify quantifiable criteria to monitor the performance of your buyer persona’s actions and reactions.
To do this, create expectations through email marketing, for example. Inform that you will soon bring news and arouse the interest of your audience. Also bet on publishing on your blog and on social networks.
Where else can the rebranding process help you?
If you identify a discrepancy between vision and a bankruptcy, image crisis or a change of niche, apply rebranding to your business.
In addition to helping you get out of these situations, this process is capable of offering progress and growth by repositioning the brand to win new customers and retain those who identify with you.
Even having a brand manual, which brings together the vision, values and mission of your business, can contribute to the rebranding process. To learn more about the subject, we leave you
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