If you have ever wondered what rebranding
Posted: Sun Jan 19, 2025 5:24 am
it is very likely that you are familiar with cases of companies that needed to change their marketing direction due to a specific situation, such as an image crisis or the obsolescence of the brand's communication elements.
That’s why we’ve prepared this content so you can understand what rebranding is, when companies should invest in this strategy, how to put it into practice, and more. Continue reading the article to learn more about the subject!
What is rebranding?
Rebranding is the process of reformulating the public's perception of a given 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 advantages of rebranding?
Firstly, rebranding can be advantageous because it allows a brand importance of our job seeker directory in hiring to recover its image, even when faced with a “freefall” situation. Furthermore, as you may know, market trends and consumer behavior change over time, requiring new demands.
This means that the main advantage of rebranding is to help the company keep up with this flow, updating the elements of brand communication, with the aim of avoiding the loss of customers as generations of consumers pass.
What type of company is it suitable for?
There are very specific occasions when rebranding is a necessary strategy, such as:
the brand logo has an outdated design;
the brand has little or no engagement on social media;
the brand's visual identity and communication have been the same for over three years;
social networks have no content consistency;
the company changed its business model;
the website has an outdated design or poor performance;
the business suffered an image crisis in the market and needs to recover.
Remembering that rebranding, in many cases, is a brand maintenance measure and should be part of the company's marketing strategies on a recurring basis, over the years.
How to do rebranding?
The first step to starting a rebranding strategy in a company is to conduct a market analysis to diagnose the complete scenario in which the brand currently operates. Once the need to subject the company to changes has been identified, it is essential that managers seek relevant insights, whether through internal or external feedback, such as opinion surveys of employees, consumers or managers.
It is important to consider factors such as the performance of competitors and the state of the economy. Therefore, studies must be in-depth, so that each gap can be identified and taken advantage of and, of course, the entire market must be taken into account. Once the scenario has been fully mapped, the rebranding strategy can be initiated with greater scope and efficiency. From there:
work on the brand's visual identity;
position the brand in relevant media channels;
create anticipation and monitor the audience.
What precautions are necessary when carrying out rebranding?
Finally, it is worth highlighting some important precautions that a company should take when investing in a rebranding strategy. Some of the recommendations include:
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 customer perception of the company, that is, if the consumer thinks it is a new brand;
reformulate and recycle — consumer concepts and behaviors reinvent themselves from time to time, especially in the era of digital transformation . It is very important that a company does not become obsolete in a highly competitive scenario;
Don’t rely on trends — every brand carries the company’s values and history, which means it shouldn’t be volatile or based on market “fads.” In other words, rebranding, above all, should be timeless.
As you can see in this article about what rebranding is, the use of this strategy is necessary for companies in 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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That’s why we’ve prepared this content so you can understand what rebranding is, when companies should invest in this strategy, how to put it into practice, and more. Continue reading the article to learn more about the subject!
What is rebranding?
Rebranding is the process of reformulating the public's perception of a given 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 advantages of rebranding?
Firstly, rebranding can be advantageous because it allows a brand importance of our job seeker directory in hiring to recover its image, even when faced with a “freefall” situation. Furthermore, as you may know, market trends and consumer behavior change over time, requiring new demands.
This means that the main advantage of rebranding is to help the company keep up with this flow, updating the elements of brand communication, with the aim of avoiding the loss of customers as generations of consumers pass.
What type of company is it suitable for?
There are very specific occasions when rebranding is a necessary strategy, such as:
the brand logo has an outdated design;
the brand has little or no engagement on social media;
the brand's visual identity and communication have been the same for over three years;
social networks have no content consistency;
the company changed its business model;
the website has an outdated design or poor performance;
the business suffered an image crisis in the market and needs to recover.
Remembering that rebranding, in many cases, is a brand maintenance measure and should be part of the company's marketing strategies on a recurring basis, over the years.
How to do rebranding?
The first step to starting a rebranding strategy in a company is to conduct a market analysis to diagnose the complete scenario in which the brand currently operates. Once the need to subject the company to changes has been identified, it is essential that managers seek relevant insights, whether through internal or external feedback, such as opinion surveys of employees, consumers or managers.
It is important to consider factors such as the performance of competitors and the state of the economy. Therefore, studies must be in-depth, so that each gap can be identified and taken advantage of and, of course, the entire market must be taken into account. Once the scenario has been fully mapped, the rebranding strategy can be initiated with greater scope and efficiency. From there:
work on the brand's visual identity;
position the brand in relevant media channels;
create anticipation and monitor the audience.
What precautions are necessary when carrying out rebranding?
Finally, it is worth highlighting some important precautions that a company should take when investing in a rebranding strategy. Some of the recommendations include:
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 customer perception of the company, that is, if the consumer thinks it is a new brand;
reformulate and recycle — consumer concepts and behaviors reinvent themselves from time to time, especially in the era of digital transformation . It is very important that a company does not become obsolete in a highly competitive scenario;
Don’t rely on trends — every brand carries the company’s values and history, which means it shouldn’t be volatile or based on market “fads.” In other words, rebranding, above all, should be timeless.
As you can see in this article about what rebranding is, the use of this strategy is necessary for companies in some specific scenarios, which makes it essential to have the support of highly qualified professionals to manage each action, modification and tactic carried out.
Did you like the post? Subscribe to our newsletter and receive content like this in your email!