Company Rebranding: Process

Rebranding is a complex and multifaceted process that requires careful planning and execution. While each company rebranding effort is unique, there are general steps involved in the process that can help guide a company towards success.

Step One: Research and Analysis

The first step in the rebranding process is research which aims to understand the company’s current brand perception, market position, and target audience. By gaining valuable insight into these aspects, companies can develop a solid foundation for their rebranding strategy. During the research phase, companies may engage in various activities including:

• Market research: The first step is to understand the current market landscape. This involves examining industry trends, consumer preferences, and competitor positioning.
• SWOT analysis: This analytical tool assesses a company’s Strengths, Weaknesses, Opportunities, and Threats. It provides a comprehensive look at where the company currently stands.
• Brand audits: This involves a thorough review of all existing brand materials to identify inconsistencies and areas for improvement.
• Focus groups: In person or by video conference, this tool facilitates gathering qualitative data from a select group of participants, offering a deeper understanding of consumer perceptions, attitudes, and reactions.

Regardless of the methods employed, it’s important that the feedback gathered represent the various stakeholders including customers, and employees. By listening to the perspective of the different stakeholder groups, the company goes a long way to ensuring that the rebranding efforts undertaken align with needs and expectations. For example: Frito-Lay leaned into consumer insights to pivot Sun Chips towards its eco-friendly compostable bag.

Step Two: Strategy Design

In “The New Strategic Brand Management”, the author Kapferer reminds us that rebranding isn’t about reinvention—it’s strategic evolution, always respecting the brand’s foundational equity. Some of the key elements to be included in the strategic design include:

• Setting clear objectives: What do you hope to achieve with the rebrand? Whether it’s reaching a new demographic or changing a particular perception, objectives should be clear and measurable.
• Identifying target audience: Recognize and understand the primary audience you aim to appeal to with the new branding.
• Positioning and differentiation: Establish how the brand should be perceived in the marketplace and how it stands out from competitors.

Step Three: Brand Voice and Messaging

Central to the company rebranding process is the brand voice and messaging, a multifaceted effort encompassing several elements. Taglines and slogans, with their concise and pithy prose, distill the essence of a brand into memorable phrases. Brand stories, intricately weaving the past, mission, and vision, evoke emotions and forge deep connections with consumers. Equally vital is the brand content tone and style; a consistent voice, be it formal, casual, humorous, or inspirational, offers a harmonized brand experience, ensuring that every interaction resonates with its core identity. A brand’s voice can resonate profoundly with consumers. In his book Consumer Behavior: Buying, Having, and Being (2014), Solomon says that consumer behavior is influenced by a myriad of factors including culture, social conditions, and personal preferences. Successful brands often resonate with deeper consumer values and aspirations. For example, Dove’s shift towards championing “Real Beauty” and empowering self-confidence has struck a chord globally.

Step Four: Visual Identity Update or Creation

Once the brand voice and messaging phase is complete, rebranding your business can require crafting a new brand identity. This involves brainstorming ideas for a new name, logo, and visual elements that align with the company’s values and resonate with the target audience. A brand’s visual identity is its frontline. Bruhn, in his research on Measuring Brand Image Effects on Brand Equity (2012,) emphasizes the tangible impact visual elements such as logos and color palettes have on brand perception. Brand image plays a pivotal role in driving brand equity. Positive brand associations can lead to increased consumer loyalty, willingness to pay a premium, and favorable word-of-mouth. For example, Instagram’s logo evolution, from a vintage camera to a modern gradient, signifies its broader multimedia aspirations.

Collaboration and open communication are crucial during the brand identity development phase. Companies may organize workshops or design sprints to encourage creativity and generate innovative ideas. By involving a diverse group of individuals, companies can benefit from different perspectives and ensure that the new brand identity reflects the company’s vision and values. Specific aspects of this page may include:

• Logo redesign: The logo is often the most recognizable element of a brand. Consider modernizing or completely redesigning it to reflect the new brand direction.
• Color palette: Colors evoke emotions and play a significant role in brand recognition. Choose a palette that aligns with the brand’s desired perception.
• Typography: Fonts convey subtle messages about a brand. Choose typefaces that match the brand’s personality and values.
• Imagery and icons: Visual elements can strengthen brand recognition and convey complex messages quickly.

Step Five: Implementation

After the new brand identity is developed, companies must implement it across all touchpoints. This includes websites, social media platforms, physical stores, and marketing materials. Consistency is key during this phase, as companies need to ensure that the new brand identity is seamlessly integrated into all aspects of their business. Even an impeccable strategy can stumble and fail with shoddy execution. For example, Gap’s 2010 rebranding misstep saw them revert to their original logo within a week due to overwhelming negative feedback. Finally, companies need to inform all stakeholders about the rebranding effort and emphasize the reasons behind it. This can be done through various channels including:

• Internal brand training and alignment: Before introducing the new brand to the public, ensure that all internal stakeholders understand, embrace, and reflect the brand’s new direction.
• External launch strategies: Strategize how the rebrand will be announced to the public. This can include events, PR campaigns, or influencer partnerships.
• Integrating the new brand across touchpoints: Ensure every point of customer interaction, from websites to print materials, reflects the new branding.

Step Six: Monitoring and Feedback

Lastly, companies must evaluate the success of the rebranding by measuring key performance indicators. This analysis helps companies understand the impact of their rebranding efforts and adjust if necessary. Key performance indicators may include customer engagement, brand perception, and revenue growth.

Companies can use various tools and methods to measure these indicators, such as surveys, analytics software, and market research. By continuously monitoring and analyzing the results, companies can gain valuable insights into the effectiveness for a rebranding strategy and identify areas for improvement.

• Gathering consumer feedback: Once the rebrand is live, actively seek feedback from consumers to gauge their response.
• Analyzing market response: Monitor sales, web traffic, and other relevant metrics to measure the rebrands immediate impact.
• Refining and iterating as necessary: Based on feedback and analysis, adjust the branding elements if needed.

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