Rebranding: The What, How, & Why of a Rebrand

Your brand is your company’s most valuable asset. It’s how your organization is perceived by your customers and the larger community. A strong brand can help you attract new customers, build loyalty, and increase sales. But what happens when your brand starts to feel outdated or no longer reflects your company’s values? It’s time for a rebrand.

Rebranding is the process of changing the way your company presents itself to the world. This can include anything from updating your logo and visual identity to changing your messaging and brand positioning.

In this comprehensive guide, we’ll walk you through everything you need to know about rebranding, including:

• What is a brand?
• Why rebrand?
• The different levels of rebranding
• How long does a rebrand take and how much does it cost?
• What is the ROI of rebranding?
• The phases of a rebranding process
• Who needs to be involved in a rebrand?
• How to choose the right rebranding partner
• Other services that can complement a rebrand

What is a Brand?

A brand is more than just a logo or a name. It’s the sum total of all the experiences and connections that people have with your business. This includes everything from the way you answer the phone to the way you handle customer service inquiries. It also encompasses your company culture, values, and mission.

Think of your brand as a person. It has its own unique personality, values, and actions. People are attracted to brands in the same way they are attracted to other people. They want to do business with brands they like and trust.

Why Rebrand?

There are many reasons why you might consider rebranding your company. Some of the most common reasons include:

• Your brand is outdated. If your brand looks and feels like it’s stuck in the past, it may be time for a refresh.
• You’re not attracting the right customers. If you’re not attracting the right kind of customers, it could be because your brand isn’t communicating the right message.
• You’ve outgrown your current brand. As your company grows and evolves, your brand needs to grow and evolve with it.
• You’ve merged with or acquired another company. If you’ve recently merged with or acquired another company, you’ll need to create a new brand that reflects the combined entity.
• You’re trying to overcome a negative reputation. If your company has been through a difficult period, a rebrand can help you turn things around.

Here are some more specific examples of why you might need to rebrand:

• Lack of consistency: Your brand isn’t consistent across all channels.
• Lack of differentiation: Your brand doesn’t stand out from the competition.
• Your story isn’t being told well: You’re not effectively communicating your brand’s story.
• Outdated image: Your brand looks and feels outdated.
• Expanding markets, products, or services: You’re expanding into new markets or offering new products or services.
• Maximizing market opportunities: You’re not taking advantage of all the market opportunities available to you.

The Different Levels of Rebranding

There are three primary levels of rebranding:

• Brand Refresh: This is the most basic level of rebranding and is a good option for small or new companies that need a good foundation but have limited funds. A brand refresh typically includes updating your logo, color palette, and marketing collateral.
• Brand Reboot: This is a more comprehensive level of rebranding that is best suited for small to medium-sized companies that are experiencing growth but have issues that are impacting their brand. A brand reboot typically includes everything in a brand refresh plus a brand audit, brand positioning, and messaging development.
• Brand Overhaul: This is the most extensive level of rebranding and is best suited for medium to large-sized companies with complex business models. A brand overhaul typically includes everything in a brand reboot plus customer research, brand architecture, and a brand rollout plan.

How Long Does a Rebrand Take and How Much Does it Cost?

The answer is, it depends. The timeline and cost of a rebrand will vary depending on the size and complexity of your company, the scope of the project, and the level of rebranding you choose.

Here are some general guidelines:

• A brand refresh can take anywhere from a few weeks to a few months and cost anywhere from a few thousand dollars to tens of thousands of dollars.
• A brand reboot can take anywhere from a few months to a year and cost tens of thousands of dollars to hundreds of thousands of dollars.
• A brand overhaul can take a year or more and cost hundreds of thousands of dollars to millions of dollars.

It’s important to get quotes from several different rebranding agencies before making a decision. Be sure to ask about their experience, their process, and their pricing.

What is the ROI of Rebranding?

A well-executed rebrand can be a valuable investment for businesses of all sizes. According to a study by Landor & Fitch, a rebrand can increase brand awareness by up to 20%, customer loyalty by up to 10%, and sales by up to 15%.

Here are some of the benefits of rebranding:

• Increased brand awareness
• Improved customer loyalty
• Increased sales
• New customer acquisition
• Improved employee morale
• Enhanced brand perception
• Greater market share
• Stronger competitive advantage

The Phases of a Rebranding Process

The rebranding process typically involves the following phases:

1. Research: This phase involves conducting research to understand your target audience, your competitors, and your current brand perception.
2. Strategy: This phase involves developing a rebranding strategy that outlines your goals, objectives, and target audience.
3. Identity: This phase involves creating a new visual identity for your brand, including a new logo, color palette, and typography.
4. Expression: This phase involves creating marketing materials that express your new brand identity, such as a website, brochures, and social media content.
5. Alignment: This phase involves ensuring that your new brand is consistently applied across all channels and touchpoints.

Who Needs to be Involved in a Rebrand?

A successful rebrand requires the involvement of a variety of stakeholders, including:

• Leadership team: The leadership team should be involved in setting the overall direction for the rebrand.
• Marketing team: The marketing team will be responsible for executing the rebranding strategy.
• Employees: Employees should be kept informed about the rebranding process and given the opportunity to provide feedback.
• Customers: It’s important to get feedback from customers throughout the rebranding process.

How to Choose the Right Rebranding Partner

Choosing the right rebranding partner is essential for a successful rebrand. Here are some things to look for in a rebranding agency:

• Experience: Choose an agency with a proven track record of success in rebranding.
• Expertise: Make sure the agency has a deep understanding of branding and marketing.
• Process: Ask about the agency’s rebranding process and make sure it aligns with your needs.
• Communication: Choose an agency that is responsive and communicates clearly.
• Culture: Make sure the agency’s culture is a good fit for your company.

Rebranding Examples

• Starbucks: The coffee giant has rebranded several times throughout its history, often simplifying its logo to increase brand recognition.
• Apple: Apple’s rebranding in the late 1990s, with the introduction of the iMac, helped revitalize the company and position it as a leader in design and innovation.
• Old Spice: The brand’s rebranding campaign in the 2010s, featuring humorous commercials and a revamped brand image, successfully appealed to a new generation of consumers.

Rebranding is a Marketing Strategy

Rebranding is a marketing strategy that can help you achieve a variety of business goals. Whether you’re looking to increase brand awareness, attract new customers, or reposition your brand in the market, rebranding can be a powerful tool.

Other Services That Can Complement a Rebrand

In addition to rebranding, there are a number of other services that can help you improve your brand’s performance. These services include:

• Graphic design: We can help you create visually appealing marketing materials that communicate your brand message effectively.
• Design sprints: We can help you rapidly prototype and test new ideas to improve your brand’s performance.
• Innovation: We can help you develop innovative new products and services that will differentiate your brand from the competition.
• Strategy workshops: We can help you develop a comprehensive brand strategy that will guide your decision-making.

Rebranding Your Business 

If you’re considering rebranding your business, there are a few things you need to keep in mind. First, you need to have a clear understanding of your brand strategy. What are your brand’s core values? What is your brand’s mission? What is your brand’s unique selling proposition? Once you have a good understanding of your brand strategy, you can start to develop a rebranding plan. This plan should include your goals for the rebrand, your budget, and your timeline.

You also need to consider your target audience. Who are you trying to reach with your rebrand? What are their needs and wants? What are their pain points? Once you understand your target audience, you can develop a rebranding message that resonates with them.

Finally, you need to choose the right rebranding partner. This is a critical decision, as the right partner can help you achieve your rebranding goals. When choosing a rebranding partner, look for an agency with a proven track record of success. You should also make sure that the agency has a deep understanding of your industry and your target audience.

If you’re considering a rebrand, we encourage you to contact us for a free consultation. We’ll be happy to discuss your needs and help you develop a rebranding strategy that will achieve your desired results. Set up a Video Chat