Brand Identity is the business card of a company, the way it intends to be perceived by its consumers or customers, and is defined by different elements such as the name, the logo, the payoff, the communication style, its values, the corporate culture and the relationship with one’s target or stakeholders. In some cases, however, it is necessary to change, or one almost feels the physiological need to make a change that can align with the current nature of one’s business. Especially in an increasingly fluid, digital, and mobile social and economic context, keeping up with the times and adapting one’s identity is an essential vital action and reserves new opportunities that should not be underestimated.
To Each Rebranding
The Process of Corporate Rebranding’, analyzed 166 examples of Rebranding and reported two different types: we speak of evolutionary Rebranding when the change implemented is more minimal and concerns the elements graphics (Marketing Aesthetics) of the brand, such as the logo, its distinctive colors or the font. Instead, we are referring to a revolutionary rebranding when an evident transformation affects the value proposition. In this case, we are not limited to a rebranding process, but it is necessary to add a positioning intervention, i.e., repositioning the brand on the market.
When this happens, everyone notices the change of course immediately. The reasons that lead to the Rebranding path are not the same for everyone and take into consideration different aspects that can lead to a total rebranding, which affects the most vital and most distinctive elements of the brand, or a partial rebranding, aimed at modifying minor parts which can, however, lead to a different perception of one’s own identity. So what are those drives that lead to wanting to take a step towards a new Brand identity?
- the company evolves and changes naturally
- the reference target changes
- the market grows
- commercial mergers or acquisitions trigger unexpected changes
- scandals or image crises
- generational change within the company
- willingness to adapt to a different scenario
- competitors have already done it
So let’s see the five rules for implementing the perfect Rebranding.
Every good plan has a clear point of arrival, and defining goals is essential to know where you want to go. Do you know your strengths and weaknesses? Before acting, evaluate a careful SWOT analysis and focus on where to focus your Rebranding.
Study Your Competitors
Some have already done it, and studying competitors’ best cases (or even missteps) stimulates ideas and new points of view. Knowing the scenario in which you move or intend to explore is always a valid exercise to better manage the unexpected.
Choosing The Right Moment
Rebranding must use specific planning, which can consider the brand’s budget and internal and external needs. It is necessary to communicate your change by carefully scheduling the right moment, avoiding overlapping with recurrences or events that can distract attention. Or, if not, use them to your advantage.
Communicate The Changes
Each new communicative action must be told in advance, preparing the public to understand its intended meaning. Storytelling is essential not to frustrate one’s efforts and to ensure one has achieved the desired goal.
Give Importance To Feedback
Change takes time, and we need to gather impressions and doubts to understand how we can improve our shot. Each project has a good dose of unpredictability, and acceptance by the reference target is the best possible school.