Sometimes it is not a matter of specific damage to the brand or a particular product being marketed, but rather paradigms that are not in line with it .
A clear example is sustainability. The fact that a business does not expressly present itself as committed to caring for the environment does not mean that it is not.
In this scenario, a rebranding action from the brand's communication and identity oriented towards caring for the planet can represent a boost in sales!
Any rebranding strategy must be adopted whatsapp data in a comprehensive manner . In fact, if a brand communicates an identity that is committed to the environment, it must then work with sustainable packaging , for example.
Expand or recover the market
It may also happen that a company no longer has the image it once had and therefore loses a market share that it once held. In such cases, the target audience no longer values it as it once did and thus competitors have gained ground.
In these cases, rebranding can help generate new interest in the brand and even attract the attention of consumers in other markets.
Tips for a successful rebranding strategy
Before finishing this article on the meaning of rebranding and the circumstances in which this can be a good strategy, we want to give you some advice, in case you are going to face this challenge.
To develop a good rebranding campaign and achieve excellent results , we recommend that you take these points into account:
Be clear about the cause and the problem to be solved.
Rebranding does not mean completely transforming the brand identity.
Maintain comprehensive coherence.
Conduct customer surveys and/or ask for opinions.
Analyze the branding of the competition.
1. Be clear about the cause and the problem to be solved
Identifying the root is the first step to understanding the public's perception of your brand. Then, it will be easier to think about the image you want to generate for your business and how to achieve it.
2. Rebranding does not mean transforming the brand identity completely
At this point we want to highlight the idea of evaluating your original branding . Be sure to review it to understand what its strengths were, why it worked for a while, what weaknesses it encountered and what circumstances invalidated it.
All this analysis will help you design a better brand rebranding strategy. The idea is not to convey an abrupt and fortuitous change, but rather a mutation that does not have to hide the previous stage it comes from.
In other words, the brand memory should not be left aside: it is a renewal, not a “clean slate.”
3. Maintain comprehensive coherence
It is not just a matter of changing a company's logo or name in isolation . Just as corporate identity depends on other parameters - such as, for example, the tone with which it communicates or the values that the brand upholds - the modifications should also impact these issues.