Rebranding – effective brand tuning
Posted: Tue Dec 24, 2024 8:11 am
A modern person, if he is not an inveterate conservative, constantly demands something new. And even a favorite brand can become boring if it is unchanged from year to year. It seems that it has stopped developing. Making changes, namely rebranding, saves the situation. Rarely does a company not resort to it. Usually, at least partially, but everyone uses updates.
What does rebranding involve?
Rebranding is a change of an existing brand with the transformation of its components, including the image. The reason is not only the desire of marketers to modernize a product or trademark. There are others. For example, the company has new goals, its reputation has suffered, additional options have appeared. Or competitors have more favorable advantages, there has been an entry into the external market or the companies have merged... In each case, novelty is needed, and rebranding will solve this. The step is strategic and requires a lot of investment.
What does rebranding involve?
Types of rebranding
Rebranding can be divided into two main types:
Large. Implies radical changes, namely rebranding armenia email lis of the company. A complete transformation occurs. Everything changes beyond recognition, sometimes even the name. However, the type of activity remains the same. For example, an airline changes its name, but still carries passengers.
Partial. Includes changing only some components. This could be rebranding of the logo and/or other graphic elements (restyling), replacing the packaging with something more convenient and modern, adjusting the advertising campaign.
Stages of rebranding
Changes are not made suddenly. Transformation occurs sequentially, in several stages:
Brand analysis (SWOT). This stage will determine how radical the changes should be. They determine what state it is in, what are the pros and cons, whether it solves the problems of the target audience, and also compare it with competitors. And they decide what exactly needs to be changed. Moreover, they conduct focus groups and tests, involve experts.
Strategy development. Techniques, methods and tools are selected that will give the expected result.
Making changes. In fact, the marketers' developments are put into practice. The process consists of modernizing everything that is planned, from graphic elements to printing of packaging or production of new product models.
PR. The changed brand is presented to the target audience, they convey what and why was transformed and how it will help them.
Branding and rebranding: what is the difference
These two concepts are sometimes confused. But everything is simple: branding is the process of creation and development from scratch, and it is primary; rebranding is a set of changes to an existing brand. The first is possible without the second, it is its basis, but the second is simply impossible without the first.
Branding and rebranding: what is the difference
What are the pitfalls?
Any changes always carry risks. And even more so innovations of this kind. It seems that marketers have calculated everything - but consumers did not like the innovations. Or pushed them away - straight to the shelves of competitors. They had to either return to the way it was, or work on fixing it.
There have been so many mistakes in practice: an unsuccessful company name that evokes negative or funny associations, an ill-conceived logo, and inconvenient packaging. The only thing worse than all of this is a complete change of brand and consistently low level of service or quality of goods.
Therefore, the step must be thoughtful, justified and relevant, with the involvement of specialists and taking into account the opinion of the target audience. Otherwise, millions may be wasted.
Rebranding by Fractus
Ready to give a new breath to your brand? We know how to do it. Rebranding from Fractus is improving brand recognition, increasing customer loyalty, expanding the target audience, bypassing competitors, motivating employees and other aspects that have a positive effect on business development as a whole.
What does rebranding involve?
Rebranding is a change of an existing brand with the transformation of its components, including the image. The reason is not only the desire of marketers to modernize a product or trademark. There are others. For example, the company has new goals, its reputation has suffered, additional options have appeared. Or competitors have more favorable advantages, there has been an entry into the external market or the companies have merged... In each case, novelty is needed, and rebranding will solve this. The step is strategic and requires a lot of investment.
What does rebranding involve?
Types of rebranding
Rebranding can be divided into two main types:
Large. Implies radical changes, namely rebranding armenia email lis of the company. A complete transformation occurs. Everything changes beyond recognition, sometimes even the name. However, the type of activity remains the same. For example, an airline changes its name, but still carries passengers.
Partial. Includes changing only some components. This could be rebranding of the logo and/or other graphic elements (restyling), replacing the packaging with something more convenient and modern, adjusting the advertising campaign.
Stages of rebranding
Changes are not made suddenly. Transformation occurs sequentially, in several stages:
Brand analysis (SWOT). This stage will determine how radical the changes should be. They determine what state it is in, what are the pros and cons, whether it solves the problems of the target audience, and also compare it with competitors. And they decide what exactly needs to be changed. Moreover, they conduct focus groups and tests, involve experts.
Strategy development. Techniques, methods and tools are selected that will give the expected result.
Making changes. In fact, the marketers' developments are put into practice. The process consists of modernizing everything that is planned, from graphic elements to printing of packaging or production of new product models.
PR. The changed brand is presented to the target audience, they convey what and why was transformed and how it will help them.
Branding and rebranding: what is the difference
These two concepts are sometimes confused. But everything is simple: branding is the process of creation and development from scratch, and it is primary; rebranding is a set of changes to an existing brand. The first is possible without the second, it is its basis, but the second is simply impossible without the first.
Branding and rebranding: what is the difference
What are the pitfalls?
Any changes always carry risks. And even more so innovations of this kind. It seems that marketers have calculated everything - but consumers did not like the innovations. Or pushed them away - straight to the shelves of competitors. They had to either return to the way it was, or work on fixing it.
There have been so many mistakes in practice: an unsuccessful company name that evokes negative or funny associations, an ill-conceived logo, and inconvenient packaging. The only thing worse than all of this is a complete change of brand and consistently low level of service or quality of goods.
Therefore, the step must be thoughtful, justified and relevant, with the involvement of specialists and taking into account the opinion of the target audience. Otherwise, millions may be wasted.
Rebranding by Fractus
Ready to give a new breath to your brand? We know how to do it. Rebranding from Fractus is improving brand recognition, increasing customer loyalty, expanding the target audience, bypassing competitors, motivating employees and other aspects that have a positive effect on business development as a whole.