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When, Why, and How to Rebrand Successfully

Brand3 Team  •  April 4, 2023

Revamping your business with a rebrand is no small feat. It demands a significant investment of time, resources, and hard-earned money, so it’s vital to have a clear and thoughtful plan. Knowing precisely when, why, and how to rebrand successfully ensures that your efforts align with your business goals.

In this ultimate rebranding guide, we'll cover every aspect of launching a successful rebrand, from selecting the perfect brand name to introducing your new brand with flair. We’ll also look at a high-profile rebranding success story to show you how these methods work in practice. 

These recommendations will help your rebranding efforts strike a chord with your audience, creating an emotional connection that resonates long after launch. Keep reading to better understand what it takes to rebrand your business and elevate it to new heights. 

Rebranding: Identifying the “When” and “Why”

Before diving into a rebrand, it's essential to understand when and why you need it. The following questions will help you determine whether a rebrand is necessary: 

Is your brand outdated or irrelevant? 

If your brand no longer resonates with your target audience, it may be time to rebrand. Your brand may have been successful in the past, but as the marketplace evolves, so do your customers' expectations and preferences. It's vital to stay relevant and up-to-date with your audience to remain competitive and maintain a strong market position.

Are you looking to reposition your business within the marketplace? 

You may have identified new opportunities or niches that align with your business goals and want to shift your brand messaging and identity to appeal to a new audience. A rebrand can help you effectively communicate your unique value proposition – also known as your brand promise – which clearly states what you promise to deliver to your customers. Additionally, a rebrand helps you to differentiate yourself from competitors in a crowded marketplace.

Whatever the reason for a rebrand, it’s paramount to guarantee that your brand continues to connect with your audience emotionally. Consumers today are bombarded with overwhelming choices, making it increasingly challenging to stand out in a crowded marketplace. Your brand must profoundly resonate with your target audience and create an emotional, memorable, and impactful connection.

If you want to undergo a deeper, reflective analysis, here are more questions to help you build a more effective brand.

Paving the Path to Success with the Right Brand Name and Elements

When choosing a new brand name, focusing on being funny or clever can be tempting. However, it's critical to remember that the primary goal is to appeal to your ideal audience. You can only meet this objective by understanding your target customers, what they value, and what kind of language and imagery resonates with them. 

Instead of trying to be quirky, choose a name that is clear, concise, and easy to remember. Make sure it accurately reflects your brand's personality and unique selling proposition. You can conduct market research and analyze customer data to gain insights into your target audience and make an informed decision about your new brand name. 

Confirm the name you choose has yet to be trademarked to avoid legal issues. 

A trademark search will help you ensure your new brand name is available for use, avoiding any legal hurdles. Once you've confirmed you can acquire your new brand name, you can register your trademark. 

It's important to note that the trademark registration process can be complicated, time-consuming, and expensive. We recommend seeking legal advice to help you navigate the process smoothly.

Choosing a new name is just the tip of the iceberg when rebranding. 

Your new brand name will drive many decisions as you position yourself within the marketplace. Creating a name that resonates with your audience and sets you apart from competitors is essential. Make sure your new brand name works cohesively with the following elements of your brand:

  • Logo – a crucial component of your brand identity; it should be unique, memorable, and representative of your brand's personality and values

  • Brand promise – a statement that articulates what your brand stands for, what it offers, and what makes it different from competitors
  • Tagline – a short phrase that captures the essence of your brand and communicates its value proposition to your audience

All these facets must work together seamlessly to create a cohesive brand identity. When your brand name, logo, promise, and tagline are harmonious, they create a powerful impression on your audience, making it easier for them to remember and identify your brand.

Picture it like this – when these components come together (name, logo, promise, and tagline), your brand becomes a shining beacon in a cloudy marketplace. 

Introducing Your New Brand to the Marketplace

Rebranding isn’t a magic bullet. Just because your old brand was recognizable doesn't mean your new brand will automatically have the same level of recognition. You need to work to introduce your brand and create awareness among your target audience.

To successfully reintroduce your brand to the marketplace, you must develop a comprehensive plan, including the following:

  • Timeline – keeps everyone on track, establishing realistic expectations and milestones for measuring the success of your rebranding efforts
  • Budget – determines feasible marketing efforts (new marketing materials, updated website pages, advertising campaigns, etc.), prevent overspending, and help you prioritize expenses
  • Goals – allows you to track progress and adjust strategies as needed to achieve desired outcomes, ensuring your rebranding efforts align with your business objectives

Consider your new messaging, visual identity, and brand values when determining your timeline, budget, and goals.

Refresh your brand’s presence on all platforms.

Your website and social media pages are the digital faces of your brand. You should update them as soon as possible to reflect your new brand identity. Depending on the extent of your rebrand, this process may include updating your website's color scheme, font, images, and overall design.

Similarly, you should update all your social media profiles to reflect your new branding, including your profile picture, cover image, bio, and other relevant information. It's essential to make sure your new branding is consistent across all social media platforms.

In addition to your website and social media pages, you may need to update other marketing materials, such as business cards, brochures, and flyers. These materials should accurately represent your new branding and messaging and shouldn't include any elements featuring your old brand.

Overall, updating your branding across channels is a critical part of the rebranding process. It ensures that your brand remains consistent and recognizable to your audience while signaling that it's evolving and moving forward.

Generate buzz around your new brand.

It’s finally time to introduce your rebrand to the marketplace! Here are some ways to improve your marketing, generate buzz, and maintain consistency as you launch your new brand:

  • Develop a Brand Guide

You can create a brand guide with all the necessary materials (fonts, color schemes, logos, written standards) to share with partners, clients, and vendors, keeping your brand consistent wherever it appears.

  • Launch Advertising Campaigns

Consider launching a targeted advertising campaign to reach your desired audience and showcase your new brand messaging and visuals. Working with an advertising agency can help you create a cohesive and impactful campaign.

  • Conduct Social Media Outreach

Utilize social media to share information about your rebrand and build excitement around it. Also, remember to engage with your audience, responding to comments and messages promptly and professionally. Check out these organic social media do’s and don’ts for help getting started.

  • Collaborate with Industry Leaders

Consider working with industry leaders or influencers to create partnerships that can help build brand recognition and credibility. 

Remember, marketing initiatives should align with your rebranding strategy and business objectives. It's vital to ensure that marketing efforts target your ideal audience and communicate the right message about your brand. 

A successful rebranding requires a strategic and comprehensive approach beyond cosmetic changes. 

It involves a deep understanding of your target audience and marketplace and a clear vision of your brand's unique selling proposition. By developing a solid plan and executing it effectively, you can reintroduce your brand and build a strong reputation that resonates with your ideal audience.

A Compelling Example of Successful Rebranding

Throughout this piece, we've emphasized that rebranding isn't merely superficial changes. Adidas exemplifies a company that genuinely grasped this concept and elevated its brand. They executed a successful rebranding campaign by adopting a holistic approach that incorporated corporate anthropology to understand the motivations behind consumers' exercise equipment purchases.

By employing anthropologists to get into the heads of their customers, Adidas identified that people didn't solely buy exercise equipment to improve physical fitness. Research found that their consumers used exercise gear to express their identities and connect with others with similar interests and values. Based on this insight, Adidas shifted its focus from simply selling products to creating a community of individuals passionate about an aspirational lifestyle.

In the early 2000s, they began to incorporate exercise's social and cultural aspects into their marketing campaigns. They stressed the emotional benefits of working out and how their products could help customers express themselves and connect with others. 

This emphasis appealed to their consumer’s internal desires for the lifestyle they wished to embody. By taking this approach, they resonated with their target audience and transformed Adidas from a sports brand into a lifestyle brand that stood for more than just physical performance.

While we're not suggesting you need an anthropologist of your own for a successful rebrand, this example highlights that you shouldn't solely rely on surface-level data that doesn’t account for your customers desires. Instead, ask thoughtful questions and dig deeper to understand your customers' underlying motivations and values.

Adidas’ rebrand shows the power of a comprehensive approach to understanding customer behavior and motivations. By going beyond surface-level data and asking meaningful questions, Adidas was able to transform its brand and create a deeper emotional connection with its customers.

Rethink Marketing with Brand3

Now that you've gained insights into the key elements of rebranding, are you ready to embark on a transformative journey to revitalize and rejuvenate your brand? Professional assistance can bring your vision to life and create a brand that connects with your audience.

At Brand3, we don't just scratch the surface – we take a deep dive into your brand and align it with your marketing and customer experience to help you reach your goals. Our unique approach cuts through the noise and brings clarity, engaging your ideal audience and creating an impactful brand that leaves a lasting impression.

With our comprehensive range of services, including brand strategy, design, and implementation, you'll have everything you need to rebrand your business successfully. Let us help you make a statement and propel your business forward. Schedule a call today and discover how we can help you achieve your rebranding goals.

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