Undertaking a corporate rebrand is a big decision, regardless of a business’s size.
Big rewards await those who get corporate rebranding right, but those who fail could face devastating consequences.
In this article, we’ll explore what corporate rebranding is, the pros and cons of the process, and share our top tips and advice for achieving a successful corporate rebrand.
WHAT IS CORPORATE BRANDING?
The corporate rebranding process is complex.
It involves changing an established brand’s identity by updating or making over its visual identifiers, voice, messaging, or strategy. The scope of the corporate rebranding process can range from a brand refresh to a complete rebrand, depending on the business’s unique circumstances and objectives.
Corporate rebranding is carried out for various reasons, including communicating changes about the brand, distancing the brand from negative perceptions, and connecting with new audiences.
Well-known corporate rebranding examples include Pepsi’s 2008 rebrand and McDonald’s 2021 rebrand. Pros and cons of corporate rebranding
The decision to rebrand isn’t a decision that should be taken lightly. Rebranding can breathe fresh life into a business when successful, but it can also be a risky process that poses several challenges.
PROS OF CORPORATE BRANDING INCLUDE:
IMPROVE COMPANY IMAGE
REPOSITION YOURSELF WITHIN THE MARKET
BOOST EMPLOYEE MORALE
INCREASE BRAND RELEVANCE
GAIN A COMPETITIVE ADVANTAGE
CONS OF CORPORATE REBRANDING INCLUDE:
VERY EXPENSIVE PROCESS
IT IS A TIME-CONSUMING AND DISRUPTIVE PROCESS
EMPLOYEE, STAKEHOLDER, AND CONSUMER RESISTANCE TO CHANGE
RISK OF FAILURE
HOW TO REBRAND YOUR CORPORATION SUCCESSFULLY
We’ve put together five tips for successful corporate rebranding.
REMEMBER THESE TIPS THROUGHOUT THE REBRANDING PROCESS TO GIVE YOU BUSINESS THE BEST CHANGE OF SUCCESS
DO YOUR RESEARCH
Don’t make changes on a whim or based purely on your opinions. Conduct thorough research to understand market trends, customer preferences, and competitors to ensure you make informed changes throughout the rebranding process.
ASSEMBLE A TEAM OF EXPERTS
A successful rebrand requires input from many experts, including branding, marketing, design, and legal specialists. Consider hiring a branding agency if the scope is too complex to be managed by your team in-house.
DONT LEAVE BEHIND VALUED ELEMENTS OF YOUR BRAND
If it ain’t broke, don’t fix it. Don’t change well-loved, integral elements of your brand, or you could find that the rebrand falls flat.
Develop a coherent and consistent brand message that aligns with your company’s values and objectives. Ensure all touchpoints are updated, and employees have been trained in the rebranding.
COMMUNICATE THE CHANGES CLEARLY
Communicate why you have rebranded and give reasons behind the changes. Being transparent about the rebrand with stakeholders, employees, and consumers can help reduce the risk of brand confusion and negative reactions.
We design, manufacture, and install signage for businesses across various industries.
Many businesses use our services to support their rebranding strategies. We can help your business to communicate its new brand identity effectively using impactful office signage.
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