What is (and is not) rebranding
Right from the start! it is important to emphasize that rebranding is not just about changing the visual identity or logo. It is about transforming the entire corporate identity and sales concept. Rebranding is not the same as redesign – the latter should be a regular part of every brand’s life that wants to keep up with the times and trends.
A comprehensive rebranding begins with a change in the company’s philosophy! portfolio or business model! which also requires adapting communication with customers. In addition to the visual identity and logo! the tone of voice! content and form of communication! as well as the range of goods or services and usually the company name itself! also change.
When should you consider rebranding?
Rebranding is a financially and time-consuming process specific database by industry that you should think carefully about beforehand. If you don’t have solid reasons and a good strategy! you can do more harm than good with your new brand.
If your current brand no longer feels modern enough! or you want to improve your market position or attract new target groups! consider redesigning or adjusting your tone of voice or communication strategy. This way! you can achieve your goals without having to start from scratch! so to speak.
So when should you start rebranding?
Changing the portfolio of goods sold or services provided is the most common reason for rebranding. For example! if you started a business with wooden toys! but gradually included luxury wooden home decorations in your offer! a child-oriented brand would complicate the further development of your company.
A good reason for rebranding is also a change in location or target group ! which may not always be related to a change in portfolio.
Sometimes it also happens that a brand simply doesn’t work . The check youtube’s autocomplete feature brand concept simply wasn’t thought out well! or has become “outdated” or is no longer appropriate due to new social or cultural circumstances.
Rebranding is also often part of the foreign expansion of Czech companies. The Czech brand may not be understandable abroad! or there may be confusion with competitors or problems with localization.
The motivation for rebranding can also be the need to differentiate yourself ! whether from competitors or original companies in the case of a spin-off or merger.
The right timing is key
Rebranding is a complex process that will change the way customers perceive your brand. Therefore! be sure not to embark on it before or during the busiest times of the year – for retailers! this is usually the Christmas season! but for some types of goods and services! it is summer.
It is ideal to choose the so-called cucumber season ! but the preparation phase can take a year or more. Do not underestimate planning. Rebranding should be preceded by thorough market research! but also internal communication across the entire team! a well-developed strategy! and a time and financial plan.
When creating a new brand! keep in mind that the market situation may change again. Therefore! build a brand that is timeless and allows you to expand or adapt your offer to demand without further significant changes.
The new brand must permeate all aspects of communication
Every brand must be consistent! and this is doubly true fax lead in the case of rebranding. You have a double task – in addition to creating a new brand! you also have to maintain the good name and customers of the old one. What should you not forget?
Brand identity
In the initial phase! you need to think about the reason for your rebranding! which will be reflected in the new philosophy and vision of the company. What values are key to you! what is your new product or new target group? The answers to these questions will bring you brand archetypes that will help you define and consistently communicate your new identity.
Visual identity
The next stage is to create a design and logo that represents the new brand identity! is memorable and unique. A key element of visual identity is color! so thoroughly familiarize yourself with color psychology and make sure that the chosen palette matches your values and goals.
Visual identity is not just about websites or advertising. Don’t forget to also reflect your new style in the design of your stores or offices! promotional items and documents such as contracts and invoices! business cards! etc.
Company name and tone of voice
With a new brand comes a new style of communication! or tone of voice . Rewrite your website and all promotional materials to match your new goals. If necessary! consider changing the name of your company or individual products. However! remember that in this case! you will also need to change your domain and social media profiles.
Product design
Branding is not just about marketing! it’s also about your offering. Match your product and packaging design to your visual identity! and your services and customer service to your new philo