When you started your business, you put together your brand identity. Now, for one of several possible reasons, you find yourself preparing to rebrand. Rebranding your business can be a tricky proposition, so we’ve put together some information about rebranding, when you should consider rebranding, and four strategies for doing it right.
What is rebranding?
Branding is a name, term, design, symbol, or feature that identifies your company as distinct from others. It presents a memorable impression that increases your company’s value. Your brand identity includes logos, typography, colors, packaging, and messaging. Rebranding is changing, updating, or improving one or more of these elements. Rebranding falls into three categories.
- A brand refresh changes minor details—modernizing your logo or subtly changing the color palette you use.
- A partial rebrand changes some elements of your brand identity, like changing your logo but using the themes and colors from your old logo.
- A full rebrand changes absolutely everything about your existing brand identity. You start from scratch as if it was a completely new company.
When you are considering your company’s marketing strategy and rebranding, you should try to develop a strategic and fresh brand that is relevant and familiar to your customers. There are advantages and risks within rebranding, so the strategy requires careful consideration.
Get a precise pulse on your brand’s health
Monitor brand reputation and quickly identify any changes in sentiment—get your business on the fast track to good brand health.