{"id":2981,"date":"2017-10-19T10:14:20","date_gmt":"2017-10-19T04:44:20","guid":{"rendered":"https:\/\/www.adroitte.com\/blog\/?p=2981"},"modified":"2020-09-01T11:40:35","modified_gmt":"2020-09-01T06:10:35","slug":"when-to-rebrand-an-organization","status":"publish","type":"post","link":"https:\/\/www.adroitte.com\/blog\/rebranding\/when-to-rebrand-an-organization\/","title":{"rendered":"Everything you Need to Know about Rebranding an Organization"},"content":{"rendered":"<p><strong>Rebranding<\/strong> typically aims towards <strong>repositioning of a brand<\/strong> of the corresponding organization. Name, logo, website design, and voice are the elements that come under rebranding.<\/p>\n<p>It\u2019s a big decision and organizations have to analyze and forecast the impact of changing an already <strong>established brand<\/strong>. For ignorant about such facts will prove disastrous for their business. As said before, it\u2019s not celebratory move, even bigger brands adopt the rebranding technique based on numerous grounds.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Purpose_of_Rebranding\"><\/span>Purpose of Rebranding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To start with, it\u2019s not easy to create or <strong>develop a brand<\/strong>. So, when an organization decides to leave behind a name or logo there should some solid reasons for such bold initiatives.<\/p>\n<p>Typical reasons &#8211;<\/p>\n<ul>\n<li>To evolve and innovate along with the competitive brands.<\/li>\n<li>The target audience may have started alienating from your brand.<\/li>\n<li>To reach the younger demographic, who are the drivers of the digital market.<\/li>\n<li> If there was merger or acquisition.<\/li>\n<li>When the previous brand efforts stop giving those valuable results.<\/li>\n<\/ul>\n<p>Now you should be clear about why organizations rebrand. Let\u2019s go through few solid brand examples that successfully performed the <strong>rebranding campaign<\/strong>.<\/p>\n<p>Brands that totally nailed rebranding are,<\/p>\n<div class=\"brand-logo\">\n<div class=\"old-logo\">\n<p>OLD<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/apple-old.jpg\" title=\"apple old\" alt=\"apple old\" class=\"alignnone size-full wp-image-2983\" srcset=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/apple-old.jpg 100w, https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/apple-old-60x60.jpg 60w\" sizes=\"auto, (max-width: 100px) 100vw, 100px\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/BP-old.jpg\" title=\"BP old\" alt=\"BP old\" class=\"alignnone size-full wp-image-2984\" srcset=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/BP-old.jpg 100w, https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/BP-old-60x60.jpg 60w\" sizes=\"auto, (max-width: 100px) 100vw, 100px\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/star-bucks-old.jpg\" title=\"starbucks old\" alt=\"starbucks old\" class=\"alignnone size-full wp-image-2985\" srcset=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/star-bucks-old.jpg 100w, https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/star-bucks-old-60x60.jpg 60w\" sizes=\"auto, (max-width: 100px) 100vw, 100px\" \/>\n<\/div>\n<div class=\"new-logo\">\n<p>NEW<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/apple-new.jpg\" title=\"apple new\" alt=\"apple new\" class=\"alignnone size-full wp-image-2986\" srcset=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/apple-new.jpg 100w, https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/apple-new-60x60.jpg 60w\" sizes=\"auto, (max-width: 100px) 100vw, 100px\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/BP-new.jpg\" title=\"BP new\" alt=\"BP new\" class=\"alignnone size-full wp-image-2987\" srcset=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/BP-new.jpg 100w, https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/BP-new-60x60.jpg 60w\" sizes=\"auto, (max-width: 100px) 100vw, 100px\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/star-bucks-new.jpg\" title=\"starbucks new\"  alt=\"starbucks new\" class=\"alignnone size-full wp-image-2988\" srcset=\"https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/star-bucks-new.jpg 100w, https:\/\/www.adroitte.com\/blog\/wp-content\/uploads\/2017\/10\/star-bucks-new-60x60.jpg 60w\" sizes=\"auto, (max-width: 100px) 100vw, 100px\" \/>\n<\/div>\n<\/div>\n<p><strong>Source:<\/strong> Wikipedia\/Apple\/Starbucks<\/p>\n<p>There are more to add to the list if you start a research, but let\u2019s not proceed further on that but continue our way and learn more about the rebranding process.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_Step-By-Step_Approach_for_Rebranding\"><\/span>A Step-By-Step Approach for Rebranding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Find out the purpose behind your Brand<\/strong>\n<ul class=\"no-bullets\">\n<li>A brand is something that instantly allows people to recall about a business organization they had associated with (if they had).<\/li>\n<ul>\n<li>&#8211; What is the purpose of your brand?\n<li>&#8211; How different is your brand from the rest?\n<li>&#8211; How will your organization benefit customers?\n<\/ul>\n<li>Finding answers to these questions will make it easier to create a brand strategy that fine tunes with the business objectives.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Find out why the Previous Brand Failed<\/strong>\n<ul class=\"no-bullets\">\n<li>Why do brands fail?<\/li>\n<li>A brand built on deceptions, do fail. And most of the times that reason would turn out because of,<\/li>\n<ul>\n<li>&#8211; Over-marketing<\/li>\n<li>&#8211; Not being with the trend\/lack of change (best example: Nokia)<\/li>\n<li>&#8211; Poor product, bad service<\/li>\n<li>&#8211; Brand megalomania (Expanding into every product category)<\/li>\n<li>&#8211; Brand obsolescence (Irrelevancy)<\/li>\n<li>&#8211; Failing to deliver what had been promised<\/li>\n<\/ul>\n<\/ul>\n<\/li>\n<li><strong>Conduct  Research on Target Audience<\/strong>\n<ul class=\"no-bullets\">\n<li>Given the fact that your brand already failed to reach the target audience, it becomes quite clear why we need to define the target audience.<\/li>\n<li>It is similar to writing a post letter to someone who you don\u2019t know. So it\u2019s kind of mutual if you don\u2019t get the right kind of feedback that you are expecting of.<\/li>\n<li>Either use conventional methodologies or powerful online tools such as <a href=\"https:\/\/en.wikipedia.org\/wiki\/SurveyMonkey\" target=\"_blank\" rel=\"noopener\">Survey Monkey<\/a> or learn more about your target audience.<\/li>\n<li>Learn about their interests and focus your energy towards building a brand that clearly addresses and reflects the audience preferences.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Creating a Fluid Brand<\/strong>\n<ul class=\"no-bullets\">\n<li>As the time progresses, the brand should also be flexible to take into the changes.<\/li>\n<li>The best way to understand the fluid concept is, let\u2019s say you are marketing about a PC and speak individually to each of the audience group giving them the same message but through different ways.<\/li>\n<li>Similarly, a brand should be flexible, and not a static billboard to effectively reach the fragmented audience group.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Make sure all the Brand Elements are Singing the Same Story<\/strong>\n<ul class=\"no-bullets\">\n<li>What are brand elements?<\/li>\n<li>We will get into that wait, but do you know the art of building a professional brand?<\/li>\n<li>If you know about color psychology or the importance of using professional typography then definitely it will be easier to create a brand that connects both emotionally and professionally.<\/li>\n<li>Your logo becomes the \u2018object of desire\u2019 once every element defines the same story about your organization.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Consistent &#038; Continuous Brand Promotion<\/strong>\n<ul class=\"no-bullets\">\n<li>How to tell people that you have rebranded your organization?<\/li>\n<li>How to make them realize that it is you and not some new brand?<\/li>\n<li>It\u2019s quite simple,<\/li>\n<li>Promote continuously and consistently.<\/li>\n<li>Larger the reach and longer the campaign, effective will the response for your brand.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Some_Valuable_Advice\"><\/span>Some Valuable Advice<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Don\u2019t touch a brand that is already helping your business.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rebranding typically aims towards repositioning of a brand of the corresponding organization. Name, logo, website design, and voice are the&#8230;<\/p>\n","protected":false},"author":2,"featured_media":2982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270],"tags":[407,390,391,165],"class_list":["post-2981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rebranding","tag-branding","tag-branding-agency","tag-branding-company","tag-rebranding"],"_links":{"self":[{"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/posts\/2981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/comments?post=2981"}],"version-history":[{"count":6,"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/posts\/2981\/revisions"}],"predecessor-version":[{"id":3020,"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/posts\/2981\/revisions\/3020"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/media\/2982"}],"wp:attachment":[{"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/media?parent=2981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/categories?post=2981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adroitte.com\/blog\/wp-json\/wp\/v2\/tags?post=2981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}