A rebranding strategy is to transform a company’s brand image. Its purpose is to reflect a change in its positioning or identity.

The majority of large companies have already gone through this step, whether it’s a refreshment or a total overhaul.

In the first case, you only modify or improve a few elements.

In the total redesign, you don’t keep your brand. You start over again.

Mastering your rebranding requires a process of research, analysis and creativity!

This first step is important, since the goal related to your > rebranding strategy  will influence the scale. 

Several reasons may explain the need to change your identity: 

1. The mission, vision, and goals of the business have grown.
   
2. Your target audience has changed.
   
3. The market has evolved and competition has become fierce.
   
4. Your organization merged with another.
   
5. You’re playing in new niche products / services.

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After a while, it’s normal to review your mission, vision and values. Branding is a great way to communicate this evolution. Thus, it is important to take into consideration the company’s new discourse. Remembering its history and origins will ensure consistency between the visual identity and its foundations. 

Have your potential customers changed? For example, the massive arrival of the Y and Z generations in the buyer’s market is disrupting the positioning of companies. Brands must transform their visual identity and their speech in order to adapt to the purchasing characteristics and behaviors of these new consumers.  Take a moment to review your personas. In addition, think about segmenting your different groups of prospects to choose the best way to communicate with your audience. 

Then, see what works well for your competitors. Take the opportunity to review your message and value proposition to determine an area of your own. 

Also, try to identify new market trends. Maybe they can be included in your branding? 

Take a moment to look at your current branding. Are there things you will keep to ensure continuity? In fact, you may decide that some people deserve to stay: name, colors, typography, etc. This also allows the public to recognize your company.

Also, ask yourself about how others perceive your brand. Components that are rated by your audience and represent your positioning should be retained.

A  rebranding strategy  needs to be planned! So, determine the budget, deadlines and employees / partners to involve. Plan the different steps and select a date of unveiling the new identity. 

Also, organize a communication plan internally and externally. 

We can not say it enough: branding is a key concept for your success. Do business with  branding experts  to avoid the worst! 

A rebranding strategy  needs to be planned! So, determine the budget, deadlines and employees / partners to involve. Plan the different steps and select a date of unveiling the new identity.

Also, organize a communication plan internally and externally.

We can not say it enough: branding is a key concept for your success. Do business with branding experts to avoid the worst! 

The logo is an important part of the visual identity and the changes made in it must be reflected in it. The redesign of the logo will therefore be included in the rebranding strategy. 

We’ve already touched on create an effective logo in a previous article. In summary, it must be attractive and generate emotions among potential customers and partners. It is therefore normal for it to be adjusted at the same time as the evolution of the mission or values.

It’s a lot of work that requires a lot of thought. A professional can help you there! 

Once the creative work is complete, communicate your new brand internally and externally.

A renewed visual identity can rally your troops behind an evolved vision.

Outside, explain the changes and reasons behind this rebranding. This will reassure investors and help you reach another pool of potential customers.

You can share it via social media, a blog post, a press release, etc.

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Uber recently unveiled its new brand image.

Its rebranding strategy aims for a better public understanding of its identity . This allows its customers to more easily identify the company.

The company moved away from the various icons that were hard to recognize. Instead, she has put forward a strength she has developed over the years: her name.

She has also changed her typography. Always so elegant, Uber has created his own font. According to Fast Company , the lead agency drew inspiration from the evolution of transportation typography.

This identity change is the logical continuation of his new mission statement:

As you can see, changing the brand is a necessary but time-consuming task.

Design agencies can advise and support you throughout the process to achieve results that meet your expectations.