Articles7 October 2024
What should a business do when it is ready to refresh its brand identity? This article explains a strategic approach to rebranding.
In marketing and design, terms such as rebranding, redesign and restyling are often used interchangeably. They actually describe distinct processes, each with its own scope and purpose.
This article explains what each term means, when to use each approach and what the rebranding process involves.
Rebranding: a process involving broad, fundamental changes to a brand. These may affect not only its visual identity but also the company’s development strategy. The result is a new identity and market position.
The goal of rebranding is to create a more relevant brand image that resonates with the target audience, reflects current trends and can support future sales growth.
Example: Old Spice went from being seen as a brand for grandfathers to a symbol of confidence and style for men.
Redesign: the process of updating a brand’s visual elements, such as its logo, packaging, website and advertising materials. Redesign can be part of a broader rebranding effort, but it does not change the brand’s overall strategy.
The goal of redesign is to give a brand a fresh, contemporary look and make it more appealing to its audience.
Example: Starbucks periodically updates its logo and visual identity while preserving its core brand recognition.
Restyling: a light refresh of visual identity elements, such as a logo’s colour, typeface or packaging. Restyling updates a brand’s appearance without fundamental change. It is the most limited of the three approaches.
Example: Coca-Cola regularly refreshes the design of its bottles and cans while retaining its familiar logo and colour palette.
Every major process needs a sound reason behind it, not just a desire to change everything. Otherwise, the effort is no longer about the business or its results. Even modest changes can influence how customers see a company.
This is especially true of rebranding. If you are changing everything—from signage and pricing to workflows, standards and prices—you need a clear, justified reason. Even when a new identity looks more attractive, there is no guarantee that it will improve the business.
It can be difficult to tell when your business needs rebranding. A company may decide it is time for a new identity simply because the current one feels dated. But a rebrand takes substantial time and resources, so it is important to understand what is driving the decision and what the change should achieve.
We have identified three common reasons a business may need to rethink its direction and consider rebranding. Such a change can be challenging, but a well-planned one can help the company adapt.
1. An outdated image
If your brand feels old-fashioned, dull or confusing, or no longer meets your audience’s expectations, it may be time for a change.
Whatever your business, it needs a distinctive image that reflects the essence of its brand. Strong branding matters not only to fashionable startups but also to established products and services.
Branding can strongly influence how people perceive your company. It should help them understand what you offer and how you solve your audience’s problems. Speaking with customers is the best way to learn what your branding says about your business. If it fails to interest them, that is a clear sign it is not doing its job.
Example: In the 1990s, Apple faced an outdated product image and declining market position. After Steve Jobs returned, the company undertook a major rebrand. The image shows its famous campaign with the grammatically unconventional slogan “Think Different.”
2. A damaged reputation
Brands sometimes face crises that can seriously harm their reputation. Causes may include unsuccessful products, scandals or shifts in public opinion. In a world where information spreads instantly, one scandal can do lasting damage. In such cases, rebranding may help a company address past mistakes and show it is ready to change and adapt.
To identify reputation problems, monitor mentions of your brand on social media and forums, collect customer feedback through surveys and reviews, analyse sudden sales declines, and keep track of what people are saying about your company.
Example: In the 1980s, Harley-Davidson was close to bankruptcy amid quality problems and competition. After its rebrand, the company improved its motorcycles, created owners’ clubs and emphasised its distinctive identity.
3. A change in strategy
When a company changes its business strategy to enter new markets or serve a different audience, rebranding may be an essential step. These reasons are not always within the company’s control and are often linked to changes in the market where it operates.
Companies grow and evolve: they add products and services, enter new markets and industries, and encounter new technologies. A change in direction can also come from within. Whatever the reason, if your brand no longer reflects what you offer, that may be a reason to rebrand.
Example: In the early 2000s, Lego faced financial difficulties and brand challenges. It rebranded with a focus on innovation, including sets inspired by popular films and video games. This attracted a new audience and helped the company return to success. Its shelves still feature sets with much-loved characters.
Rebranding is a major investment and should not be taken lightly or rushed. Before starting, be clear about:
Rebranding is more than changing how a company looks; it changes what the company stands for. Take your time and approach the process thoughtfully.
Here are three reasons not to rebrand.
Keep an eye on competitors, but do not rush into rebranding just because one of them has. Rebranding should not be about keeping up with someone else. You may not know why a competitor made the change or whether its results were successful.
Whatever prompted your competitors to rebrand, the same reason may not apply to you. Do not reactively follow their lead, or you could waste time and money.
Example: In the early 2000s, Russian mobile operator MTS followed Beeline’s successful rebrand and decided to refresh its own image. The response was mixed, with MTS criticised for a visual identity that seemed insufficiently original and too similar to Beeline’s.
A new chief marketing officer or CEO may decide to launch a rebrand to make a fresh, memorable start. Changing the brand is highly visible and can seem like a quick way to show customers that the company is moving in a new direction.
But starting with a rebrand without first understanding the brand strategy can be risky. To build a brand for the future, first assess its past: where it came from, what it has achieved and how it is perceived today.
That is why a rebrand should take different perspectives into account, rather than reflecting one person’s opinion. Changes should go beyond appearances and address the organisation as a whole, so the brand can genuinely support the company’s direction.
Example: The rebrand of Russian Post was intended to reflect internal changes and bring the organisation’s style closer to international standards. But the new identity did not improve public perception. Jokes about the service’s “incredible speed” persisted, and many customers remained dissatisfied.
If your visual identity feels dated, that may be a signal to reconsider it. But intuition alone is not a good basis for rebranding. Before making changes, find out how customers see the current brand and whether they can distinguish it from competitors. Start with research and surveys. This can help avoid disappointing loyal customers and wasting time and money.
If rebranding will not contribute positively to profit, what is the point? Without a real reason for change, it may be ineffective or even harmful to the business. Before deciding to refresh your brand, make sure you have a sound rationale and clear goals.
Example: The Russian Premier League (RPL) is presented as an unsuccessful rebrand. Fans were puzzled by the new positioning and visual identity, which became the subject of jokes across social media communities.
We take a strategic approach, starting with an in-depth look at the client’s business. We study every aspect, from products and services to customer relationships and internal culture. We assess the brand’s current position to identify its strengths, weaknesses and opportunities to improve.
A selection from the audit of client Vo!Moloko’s existing resources. See via the link the full case study.
We segment the audience to understand which customer groups matter most to the business and what draws them to the brand. We identify the key criteria behind their choices and the role the brand plays in their lives.
Findings from research into the interests of Gio Wellness club members. See via the link the full case study.
We conduct a thorough competitor analysis to identify strengths and weaknesses. This includes reviewing competitors’ marketing strategies, products, services and customer feedback.
A positioning matrix for brand Kaury, used to identify an open market niche. See via the link the full case study.
Using the information we gather, we develop a distinctive brand positioning and a clear, compelling image to help your business stand out from competitors. We develop the brand identity,packaging and marketing materials that highlight what makes your company distinctive and help build an emotional connection with customers.
After developing the strategy, we move on to implementation.
This may include:
Rebranding examples from our clients Solvik and Osnova. Based on the marketing strategy and new positioning, each brand’s visual identity and communication materials were comprehensively updated.
We also monitor results on an ongoing basis to check whether the rebrand is delivering the expected impact, making adjustments where needed.
Our rebranding process does more than refresh a brand’s outward appearance: it helps build a deeper connection with its audience. We highlight what makes your business distinctive to help attract new customers.
If you want to change your visual identity, website or packaging, first decide which approach best fits the challenge: rebranding, restyling or redesigning a specific element.
Think carefully before rebranding or making other changes to your brand. Start with your business goals and consider how the changes may affect the way customers perceive you.
If you are unsure, consult experts. Our agency has the skills and tools to guide a business through a rebrand. We can help you create a memorable brand that attracts new customers, strengthens your market position and supports financial stability.
