Find out what rebranding is and how to do it!

If you have ever questioned what rebranding is, it is very likely that you are familiar with cases of companies that needed to modify their marketing direction, due to a specific situation, such as an image crisis or the obsolete communication elements of the brand.

For this reason, we prepared this content, so that you understand what rebranding is, when companies should invest in this strategy, how to put it into practice, and other information. Keep reading the article to learn more about it!

What is rebranding?#

Rebranding is the process of reformulating the public’s perception of a particular brand. The term was coined by Philip Kotler, who first used the concept in 2010 in his book Marketing 3.0, and suggests profound changes in a company’s strategic thinking. In other words, rebranding is a set of measures, investments, and strategies to reformulate branding, updating the communication elements (visual and conceptual) of a brand in the market.

What are the benefits of rebranding?#

Firstly, rebranding can be advantageous, because it allows a brand to recover its image, even in the face of a situation of “free fall in results”. In addition, as you may know, market trends and consumer behavior transform over time, requiring new demands.

This means that the main advantage of rebranding is to help the company to keep up with this flow, updating the elements of the brand’s communication, with the objective of avoiding the loss of customers over the generations of consumers.

What type of company is it suitable for?#

There are very specific occasions when rebranding proves to be a necessary strategy, such as:

• the brand logo has an outdated design;
• the brand has little or no engagement on social media;
• the visual identity and brand communication have been the same for over three years;
• social networks lack content consistency;
• the company changed its business model;
• the site has an outdated design or poor performance;
• the business suffered an image crisis in the market and needs to recover.

Remember that rebranding, in many cases, is a brand maintenance measure and must be part of the company’s marketing strategies on a recurring basis, over the years.

How to do the rebranding?#

The first step in starting a rebranding strategy in the company is to carry out a marketing analysis to diagnose the complete scenario in which the brand is currently inserted. Once the need to subject the company to changes has been identified, it is essential that managers seek relevant insights, either through internal or external feedback, such as opinion polls from employees, consumers, or managers.

Remember that it is important to consider factors such as the performance of the competition and the situation of the economy. Therefore, the studies must be deepened, so that each loophole is identified and taken advantage of and, of course, they contemplate the entire market. Once the scenario has been fully mapped, the rebranding strategy can be started more comprehensively and efficiently. From this:

• work on the brand’s visual identity;
• position the brand on relevant media channels;
• create expectation and monitor the audience.

What precautions are necessary to carry out the rebranding?#

Finally, it is worth highlighting some important precautions that the company must take when investing in a rebranding strategy. Among the recommendations, we can mention:

• avoid sudden changes — all the work done to create the link between the organization and the target audience can be lost, if the result is a new perception of the customer in relation to the company, that is, if the consumer thinks that it is a new brand;
• reformulate and recycle — consumer concepts and behaviors are reinvented from time to time, especially in the era of digital transformation. It is very important that a company does not become obsolete in the midst of a highly contested scenario;
• don’t rely on trends — every brand carries the company’s values and history, which means that it shouldn’t be volatile, nor should it be based on the “fads” of the market. In other words, the rebranding, first of all, must be timeless.

As you can see in this article about what rebranding is, the use of this strategy is necessary for companies in the face of some specific scenarios, which makes it essential to have the support of highly qualified professionals to manage each action, modification and tactic carried out.

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