Changing a company’s image, or rebranding, is a watershed moment. It can be both exciting and challenging. On the one hand, it opens up new communication and image opportunities. On the other, it requires great care for consistency of branding and authenticity of the changes in the eyes of the audience. How to properly take care of these elements?
What is rebranding and when is it worth it?
Rebranding is the process of changing a brand’s image and identity. From a gentle refresh to a major change in the company’s identity – the including the name, logo, color scheme, communication language or even the values the brand represents. We distinguish between corporate rebranding, product rebranding or rebranding of well-known brands, among others.
When is it a good idea to rebrand a brand? This is a question worth asking yourself at various stages of a company’s development. Most often, rebranding becomes necessary when a brand enters new markets and requires a more universal, international image that will appeal to a wider audience.
You can read more about it here.
Another reason could be that the current visual identity has simply gotten old and no longer keeps up with trends, causing the brand to lose its appeal and no longer reach its target audience.
Rebranding is also sometimes necessary in the event of a merger or acquisition – the new company structure then requires a consistent, refreshed message. A change in business strategy, such as an expansion of offerings or a change in target audience, can also force a rebranding. Sometimes it is also a response to a crisis – repairing a reputation with a fresh start, new quality and a new image.
These are just a few examples. The key, however, is that rebranding should be driven by real needs – not by a desire to “change for the sake of change.”
Also see our webinar on brand rebranding with Ania Ledwoń of More Bananas.
Stages of rebranding – or how to go about it?
We have an abbreviated rebranding checklist for you to help you go through the process in an orderly fashion:
1. rebranding strategy
Start with a diagnosis and definition of the goal – why is the rebranding of your brand needed at all? What is the new corporate image supposed to communicate? What emotions and values should it evoke? Create a strategy brief that will be a reference for the entire team.
Read more about how to involve your team in your company’s rebranding.
2. communication of the rebranding
One of the most common mistakes in rebranding is the lack of clear communication. Employees, customers and partners need to know what is changing and why. Clear, sincere and consistent communication of the rebranding prevents chaos and builds trust. And most importantly, it helps ensure the authenticity of the entire process!
3. new company identity
This is the time for design – changing the company logo, color palette, fonts, tone of voice. But it’s also a great time to think about corporate logo apparel to put the new face of the brand into practice. What’s more, T-shirts or corporate sweatshirts will come in handy during an image session, which is also worth planning.
4. implementation and rebranding campaigns
When the new branding is ready – it’s time to show it to the world. Internal events, onboarding kits(welcome packs), personalized clothing, starter packs, content marketing, social media – these are all tools to promote your new image. Let the word be out about you!
5. monitoring and adjustments
Rebranding is not the finale, but the beginning of a new phase. Listen to your audience, analyze reactions and be ready to make adjustments to your communications. Remember to be consistent, but also flexible at the same time.
Consistency of branding – how to take care of it?
Throughout the change process – from strategy to the company’s personalized apparel – consistency is paramount. A brand is an experience. If the new branding says one thing and the brand’s actions another, dissonance ensues.
What are the key principles that help ensure consistency in branding? Both in day-to-day communication and during the rebranding process. First and foremost, it’s a good idea to use a consistent visual language across all mediums: website, social media, printed materials, packaging, as well as on items such as promotional clothing and logoed company gadgets.
Another important step is to involve the team. Every male and female employee should know and understand the new branding, as they are the brand ambassadors on a daily basis. The details should not be forgotten either! Even company logo apparel for employees should be designed consistently with the new corporate identity. Moreover, all materials, both digital and physical, should be updated regularly to avoid discrepancies in communication and image.
Authenticity of image change above all else
Rebranding is only successful when it is real. When there is a story behind it, a need, a real change . Recipients sense falsehood – and are not forgiving of inconsistencies.
New branding of companies is not only new colors and logos. It’s also a reflection of the brand’s direction. What is important to its team and community. Therefore, the change in the company’s image should come from the brand identity – not the other way around.
Corporate clothing as a carrier of new brand identity
At MerchUp, we know one thing – nothing emphasizes a new identity like corporate clothing with a logo. It’s more than just an aesthetic accessory – it’s a brand manifesto that is visible every day.
An example of image change from the market? Kubota!
The famous Kubota flip-flop brand has undergone a real transformation. After changing the company’s logo, they created not only new packaging and campaigns, but also custom-printed clothing and a showroom with a new identity. This ensured that the new brand image was visible and consistent at every stage of customer contact.
This is a perfect example of how printed promotional apparel can enhance the visual and emotional communication of new branding.
Changing a company’s image does not have to be a revolution. It can be an evolution – but always thoughtful, consistent and authentic. Remember to ensure that your brand is visible, recognizable and present in the daily lives of your team and customers. Turn your rebranding into something that really works.