Rebranding is one of the most important tools for changing the perception of a product by the audience. This set of measures is the golden grail if you set yourself the goal of scaling your business and reaching new financial heights. But like any change, rebranding has two sides to it.
In what follows, we will consider the following factors: should you consider rebranding your business? How the wrong approach can completely destroy a business, and how professional rebranding can help you reach a completely different, previously unattainable level of results.
What does professional rebranding primarily affect?
Set you apart from the competition
While everyone else is following the beaten path, you are creating your own “blue ocean”. By modernizing your brand, you will gain new fans, thereby opening up new opportunities for the development and scaling of your business. As practice shows, in most cases, companies resort to rebranding to attract a new “young” audience.
Removes old perceptions
Rebranding allows customers to look at your company from a different angle, to get rid of its negative perception (if any). You can build an entirely new image of your business, both externally and internally, which will attract the attention of ambitious and competent employees.
Changes the approach to marketing
Changing the company’s image sets the pace for changes in marketing strategy and opens up the possibility of using modern approaches to advertising. Attracting a new audience will help you expand your channels of influence and use new marketing tools that you haven’t used before.
Gives you a competitive advantage
With the help of an updated brand identity, you get new layers of the target audience, attracting them at least with the modernity of the presentation, and at most with a new sense of perception that will create the so-called wow effect.
Improves the overall result
Professional changes in the brand will improve your internal perception of your business and the perception of your team, which in turn will raise your overall mood and efficiency (coefficient of performance).
By modernizing your brand, you will gain new fans, thereby opening up new opportunities for the development and scaling of your business
Example: global brands that changed their positioning in 2024
Many world-famous companies periodically make changes to their brand. If you use their products, evaluate how you feel about the changes, as this can be the first step towards rebranding and a useful new experience for you.
PepsiCo changed the design of the Pepsi logo and packaging in 2024, and returned to the traditional recognizable Pepsi logo, although it introduced modern colors to its brand.
Nokia has taken a radical approach to rebranding and communicating its renewed approach to its products and fans. Modern minimalism with bright gradients (although many designers on social media have noticed that the KI in the NOKIA name is very similar to the recently changed design in the logo of the South Korean car brand KIA).
The Peugeot automobile concern also returned to the history of its logo, and took the 1876 logo as the basis for the update. Along with the logo, Peugeot has completely changed its approach to positioning, audience, and business in general.
You can find more detailed information about the changes of each of the above brands on the websites of the brands and in independent media.
What pitfalls can you expect in the process of change?
Subjective assessment
If you are not a professional designer with a lot of experience, it is better not to take on the task. In most cases, your personal perception will lead to failure. To create a quality work, you first need to conduct research and professional preparation for changes, only then you will get a truly great product.
Total costs
High-quality professional rebranding is expensive! You pay for the experience and skills of an expert, not for the labor hours he or she will devote to your work. Also, it is very difficult to get to work with professional specialists, regardless of the price you are willing to pay (let this be a criterion for you to determine the coolness of a specialist).
Business readiness
You must be ready for rebranding both morally and financially. Before starting work, you should estimate the time required to implement the changes. Don’t forget that rebranding requires changing almost all tools: website, printed materials, packaging, etc.
Originality of the idea
When approaching the issue of rebranding, you need to estimate the time it will take to make all the changes in stages (including approvals). It is a shame when you launch an updated brand that has become outdated and irrelevant due to the long time of its creation.
REJECTION BY THE AUDIENCE
Everything new is always criticized at the start, and you will not be an exception. People are wired in such a way that they don’t like any change at first, even if it makes their lives easier. No one has canceled nostalgia 🙂 However, if you have a strategy for positioning and marketing development of your business ready with the rebranding, your target audience will definitely appreciate it in the form of stable growth of both new and regular customers.
Anything new is always criticized at the start, and you will not be an exception. People are wired in such a way that they don’t like any change at first, even if it simplifies their lives
To do or not to do: Conclusions:
- Rebranding changes both the perception of the brand by customers and your personal perception of the business. This leads to new discoveries and development vectors
- professional rebranding gives a sense of confidence to the entire team working on your business, increasing overall efficiency
- changes in positioning lead to changes in marketing strategy
- Gaining a new experience of interaction with customers, increasing loyalty, increasing sales and, accordingly, income
Tips:
- Set aside half an hour and think about how you would like to see your renewed business. What would you change about your brand? What goals would you like to achieve through rebranding?
- hold a strategic session with your team about rebranding, fantasize about changes and perception of your brand, I’m sure you will discover a lot of unexpected and new things
- seek professional advice, it’s absolutely free 🙂
