The benefits of rebranding to build on your company’s success

Rebranding a company is often a necessary step to match its success and better serve customers. As businesses grow and evolve over the years, the original brand that once perfectly encapsulated a company's spirit and offerings may start to seem outdated or mismatched. However, a well-executed rebrand can reinvigorate a company's image, align their branding with current products and ambitions, and propel future growth.

For companies entering a new market or growth phase, a rebrand presents an opportunity to attract fresh interest in the business and match an evolving business model. Some brands may just start to feel outdated or stuck in the past, no longer reflecting a forward-looking, advanced company. Companies that rebrand to meet the new realities of the market may find rewards through higher brand awareness, increased customer interest, and new growth opportunities. Here are some of the reasons why your business may be considering a rebrand and the benefits of doing so. 

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Align your brand with your ethos

One of the clearest signs that a rebrand is in order is when a company's brand no longer matches its business ethos. As companies evolve, the products or services they provide or the message they’re putting out to their target customer base may shift to keep pace with changes in the market. An updated brand identity with a new name, logo, tagline or other visual elements can capture a business's contemporary spirit, clarify their current offerings and set the tone for future growth across new customer groups or markets. A mismatched brand only confuses customers and may turn away potential interest, so evolving a brand to align with the way it has developed is critical to continued success.

Enter a new phase of growth

Rebranding is an effective way to signal a new fresh start to customers or to celebrate a milestone that takes a business into a new era. A rebrand announces a company's new focus and helps to attract the interest of potential new customers, and it presents an opportunity to build excitement around a refreshed company vision. For businesses chasing bold growth targets, a substantial rebrand is a chance to rally employees and customers around new ambitions by clearly conveying a revitalised company mission. It can infuse a company with renewed energy and enthusiasm at a pivotal moment of transformation.

Bring your brand into the modern day

Some companies eventually realise their brand seems outdated, stale or stuck in the past, no longer reflecting the forward-looking, innovative company they have become. A brand that has remained largely unchanged for decades may start to seem behind the times, conveying to customers that the company may also be set in their ways. Subtle visual evolutions over the years are not enough. In these cases, a substantial rebrand with a modern, minimalist aesthetic helps to change perceptions and re-establish the company as contemporary. While some may worry a rebrand will alienate existing customers, it instead provides an opportunity to renew the relationship with a brand that once again feels relevant and forward-focused.

How to ensure a successful rebrand

To execute a rebrand that renews interest in a company and propels its future success, careful planning and implementation are required. Here are some tips for a successful rebrand and inspiration for your own business. 

Define your brand positioning

Clarify your vision, mission, values and business objectives, and update them if needed to match your company's contemporary priorities and spirit. Your rebrand should align with and convey your new brand positioning to all stakeholders.

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Renovate business premises

If your company operates from physical offices or stores, renovate these spaces to reflect your new brand. You can use your new visual identity and brand colours throughout, to tie it all together. This may require updated signage, internal wayfinding, and even more substantial construction projects. If bigger renovations are on the cards, such as extending to accommodate a bigger team, be sure to arrange any required surveys well in advance to confirm you have adequate permissions.

Develop a dynamic new visual identity

Create a logo, colour palette, typography and other design elements that feel fresh, compelling and emblematic of your new positioning. They should unite your company around a shared identity that resonates with target customers.

Launch a marketing campaign

Promote your new brand through social media, advertising, PR and dedicated landing pages on your website to raise awareness and enthusiasm internally and externally. Explain the rationale for your rebrand to customers and stakeholders — a marketing campaign helps to immediately give life to your new brand. 

Hold a launch event

Host an engaging event to celebrate the unveiling of your new brand. You should invite customers, partners, employees and media, and share your new brand positioning and story. It’s a great way to drum up interest and publicity for your business and will help to propel your rebrand's momentum.

Monitor and adjust

Track how your rebrand is being received and performing to better achieve business goals in the future. You should look for ways to strengthen your new brand positioning and visual identity based on feedback. Minor changes may be needed within the first year to optimise the results from your rebranding efforts and investments, so it’s important to remember that a successful rebrand is a continual process.

Rebranding is a pivotal step for companies looking to evolve with the changing needs of their business and customers. When branding no longer reflects what a company offers or the scale of its ambitions, or when a company seeks to propel its future growth, rebranding helps to clarify positioning, attract fresh interest and investment, and rally stakeholders around a renewed sense of purpose.

While rebranding requires time, money and resources to do well, the rewards are substantial. A rebrand reignites passion in employees and interest from customers, opening doors to new opportunities for growth on every level. It renews a sense of forward momentum that has perhaps been lost over the years. For major corporations and small businesses alike, rebranding instils an impulse for continuous self-improvement and progress.