What can we learn from successful rebranding efforts?

If you want your rebranding effort to be successful it’s mission critical to involve your internal stakeholders. If they don’t believe in what you’re doing then it’s highly unlikely that people outside your organization will either.

Having repositioned and rebranded more than a dozen companies, I consider the process to be a pivot. It’s about business transformation to better engage with customers, enter a new market or prepare for fundraise or exit. Overall, a rebrand must be a strategic process, designed to positively impact the bottomline.

Let me speak from my own experience of when I assisted in the rebranding efforts of Arjas Steel (erstwhile Gerdau Steel) Now there can be numerous factors that could be taken advantage of during a rebranding activity. In this case, the name Gerdau was foreign but the name Arjas was Sanskrit, and thus was locally more empowering. I now realise the following - 1) Define the purpose of your rebranding 2) Choose one strong relatable aspect in your rebranding elements 3) To do the above, choose the right niche or TG for which this activity would make the most sense Essentially, have a clear aim & objective of the rebranding and choose the stakeholders that need pleasing. Also note, that not everyone will relate to the new image!

Rebranding is a strategic process divided into categories: Reactive, Proactive, and Corrective. Reactive is considered of lesser importance and involves changes for the brand's survival in the face of inevitable risks. Proactive, deemed highly important, assesses whether the opportunities for change justify the risk of altering current perceptions, aiming to establish a new paradigm. Corrective, of moderate importance, selects new attributes or elements to refine the brand's positioning, resulting in a revision of its structure. Each category reflects a distinct approach to the importance of the current positioning, management, and strategic decisions of the brand.

Rebranding can be a valuable tool to bring more youthfulness to the brand, reposition it in the market, and align it with the new demands for diversity, equity, and ESG. It is indispensable for the perception of a new value proposition and engagement from the audience.

Rebranding is an exciting journey of transformation, but remember, it's not a magic formula. Technically, we can't create unrealistic expectations. Rebranding can't reinvent the past, but it can redesign the future of your brand, evolutionarily. It's crucial to strategically explore possibilities while maintaining a realistic and authentic approach. For the necessary transformation or refresh for the brand, conducting extensive research and studies is vital to stay on course. It's strategic to have branding experts leading the process. Many brands lose their way during rebranding. It's not about changing but evolving to a level that aligns appropriately between the brand and its audience. #rebranding #brandingmanager #brandevolution

Rebranding isn't just a surface-level makeover – it's a dynamic and purposeful process that requires a hands-on and strategic approach. The journey begins with a brand audit, diving into the heart of the brand to understand its current standing. This isn't about fluff; it's about extracting hard data and insights. Defining the brand strategy is a precise and calculated plan that sets the brand's course for success. Designing the brand identity is a craftsmanship, not just conceptualization – it's about creating visuals that resonate authentically. Rebranding isn't about change for the sake of it; it's a purposeful transformation to captivate and win over the audience.

In my experience, Successful rebranding efforts can provide valuable insights into effective strategies for revitalizing a brand and improving its perception in the market. Here are some key word For successful rebranding efforts: - Clear Purpose and Vision. - Understanding the Target Audience - Consistent Messaging - Comprehensive Branding Strategy - Transparency and Authenticity - Engagement and Inclusivity - Flexibility and Adaptability - Strategic Timing - Investment in Marketing and Promotion - Measuring and Adjusting.

Is important to be aware of all the ecosistem of the company: target, competitors, services, products... to be able to detect where the market is heading. Every time is harder to maintain a brand in time because the world changes so fast and this is the reason why all logos are heading toward minimalism, to have a more neutral wrapping than before to adapt better to changes.

Eu iria ainda mais longe, diria que o rebranding é, ou deve ser, um processo de revis?o de identidade n?o apenas da marca, mas da empresa, e precisa vir em um momento de reposicionamento da empresa. Seja por conta de mudan?a de lideran?as, momento de mercado ou perfil de produtos/cliente, o rebranding n?o pode ser apenas uma roupagem nova, ele deve acontecer no momento em que a empresa estiver disposta a falar e agir de uma nova forma.

Satisficing. I enter into rebranding processes with a message to the people involved - some of you will love the final product while others will have a negative opinion. The reality is that your brand is rooted in what your audience believes as much as it is in what you want them to believe. If your goal is to make every stakeholder happy, you're not going to be able to effectively communicate your authentic brand story to your audience. Engage your stakeholders, share your learnings, and most importantly communicate with them along the way. As someone else shared, establishing milestone goals and deadlines is important, but it also demonstrates that a brand is much more than a logo and a name.

Nunca fa?a o rebranding envolvendo apenas as lideran?as e deixando para comunicar o time apenas com o processo pronto. Toda a empresa deve ser envolvida de alguma forma e saber que esse processo está acontecendo! Isso aumenta o senso de colabora??o e o engajamento no momento do roll-out.

The biggest misconception: rebranding is about a new logo, colors or website. If that’s the case, then it’s our responsibility to educate the team on what rebranding is about and the amount of work it takes to successfully execute on a rebrand. A solid conversation is required to better understand a company’s business goals and determine if a rebrand is indeed required.

If a brand makes the decision to undergo rebranding, ambiguities must be avoided, that is, what has changed must be very clear and communicated in a timely manner to all interested parties. Changing frequently, by the way, would cause the brand to lose its identity and send a strong message: "we are improvising, to see how it goes." ??

On the occasions that I have done a rebranding for a large company, the main sensitive point has always been the internal public and the shareholders. To achieve a successful rebranding process, it has been essential to involve the internal public in the process with surveys, interviews and all types of information collection that serve to understand how the brand is perceived and make an effective change.

Successful rebrands often draw inspiration from those who exhibit a clear vision and story aligned with their audience. It involved a company that transformed its visual identity to reflect its core values and resonate profoundly with its clientele. This included a cohesive and standout design, meticulously present across all platforms. Innovation was at the heart of their approach, surprising and engaging customers while emphasizing their uniqueness. Strategically, their launch was a multi-layered showcase, generating substantial interest and interaction. The key takeaway: a successful rebrand demands a thorough understanding of your brand's identity, audience, and market, coupled with a creative and collaborative execution.

Nike é um exemplo brilhante. Eles n?o apenas mudaram o logotipo, mas refor?aram sua narrativa de "Just Do It". A autenticidade atrai a aten??o e retém o público.

Sempre adoro rebrandings que mostram a evolu??o da marca e da empresa. Muitos cases giram em torno de um novo design de logo ou paletas de cores e enxoval. Mas o que realmente me inspirou foram cases como o da marca Lego, que saiu quase da falência para voltar a ser cool com foco em colecionadores, parcerias e clientes adultos, e n?o apenas um novo logotipo. Ou mesmo marcas de moda como a YSL que se tornou Saint Laurent para um visual mais moderno. Marcas que demonstram constante evolu??o e adapta??o sem perder a essência tem minha total admira??o.

Etwas, was Sie selbst begeistert, ist immer eine gute Inspiration. Was finden Sie gut? Warum ist die Umsetzung gelungen? Ein neuer Markenauftritt sollte glaubwürdig, widerspruchsfrei, authentisch und nachvollziehbar sein. Wenn Sie andere Unternehmen kennen, die erfolgreich einen Rebranding Prozess durchlaufen sind, fragen Sie doch einmal genauer nach: - welche Schritte sind Sie gegangen? - wer hat Sie beraten und begleitet? - welche Agentur war involviert? - wie haben Sie die Mitarbeiter integriert? - welche Reaktionen kamen von Kunden und Partnern? - hat sich die Mühe im Rückblick gelohnt? - Was würden Sie vermeiden? Von all diesen Informationen k?nnen Sie eine Menge für Ihren eigenes Rebranding lernen.

I would sum it up as “silos to synchronization” means moving from disconnected efforts to a well-coordinated, unified brand strategy. It’s about ensuring all parts of the brand work together smoothly.

Acho que em um processo de rebranding o time de cria??o envolvido deve ser extremamente cuidadoso, e em muitos momentos deixar de lado seus gostos pessoas e estilo particular, adaptando sua cria??o ao que a marca necessita e ao que terá sinergia com o público.

O rebanding é um papel muito importante na visibilidade do portifólio de Design ou Dire??o de arte. O resultado de um rebranding eficaz é a evolu??o técnica profissional.

Ein Rebranding kann bereits mit dem Prozess-Start eine M?glichkeit sein, die angedachten Ver?nderungen aktiv zu kommunizieren und Mitarbeiter oder Kunden auf diese spannende Reise mitzunehmen. Erste Arbeitstreffen, Zwischenergebnisse, Ideen und überlegungen werden somit zum Kommunikationsinhalt und helfen dabei, eine Offenheit für die bevorstehende Ver?nderung zu schaffen. Natürlich will sich die "neue" Marke auch frisch pr?sentieren. Vom Big-Bang mit einem Kunden- und Mitarbeiter-Event bis hin zu einer Imagekampagne, die die neue Ausrichtung überzeugend nach innen und aussen tr?gt. In der Regel geh?rt eine neue Website, ein Imagefilm oder eine Imagebroschüre dazu, um die Begeisterung für die neue Marke mit allen zu teilen.

That is the toughest part. You do the job perfectly but don’t get time to add it to your portfolio ?? here team building is the key ??

Legal input if the company is changing names and domains. Rebranding teams need to know if they will run into any potential issues with a new name and brand mark or logo. Global companies should seek legal advice since individual markets can be vastly different from each other in terms of regulations and culture. Some areas where a good legal partner can help include: 1. Are there competitors in the same industry (or others) with similar-sounding brand names? 2. If it is an English name that needs translation into a local language, are there any negative associations with the suggested translation? 3. Domain availability. Does someone already own the proposed domain? Understanding these potential landmines is a key step in rebranding.

Acredito que há três fatores de extrema importancia para o sucesso de um processo de rebranding ou reposicionamento: - Timing: ter certeza que a empresa está apta a participar e se envolver em um processo de investiga??o e mudan?a. - Time: envolver múltiplos stakeholders no processo, como clientes, fornecedores, e colaboradores de diversas áreas e níveis. - Consistência: desdobrar essa nova posi??o e comunica??o em todos os canais, e refor?ar o treinamento de porta-vozes e a cultura corporativa para refletir esse novo momento de forma consistente.

Acredito que nesse processo a palavra é CONSISTêNCIA. Consistência é crucial. Uma mudan?a de marca deve ser acompanhada por uma mensagem coesa em todos os pontos de contato.

Algo importante a tener en cuenta para nosotros en PromoOpción? fue reconocer la necesidad de buscar experiencia externa. A pesar de nuestros esfuerzos internos anteriores, no logramos cristalizar un cambio que resonara tanto interna como externamente. La decisión de contratar una agencia especializada en branding fue un punto de inflexión. Su perspectiva fresca y experiencia específica en el proceso de cambio de marca nos proporcionó el impulso necesario para no solo idear una nueva imagen, sino para implementarla con éxito.

Um ótimo exemplo é a Pepsi. Em 2023, a marca anunciou um rebranding buscando afastar-se da associa??o ao a?úcar, já que que os consumidores est?o cada vez mais priorizando op??es com menos ou nenhum a?úcar. Este é um exemplo brilhante de como a marca conseguiu se reinventar e se adaptar às mudan?as no consumo, sem comprometer sua essência e ao mesmo tempo resgatando elementos importantes de sua história. Um case fantástico!