How does rebranding influence a brand?

BluCactus - How does rebranding influence a brand?

How does rebranding influence a brand? In South Korea, as in many other countries, companies and brands may need a makeover. Either because their business objectives are not being achieved or because the applied strategies stopped working at a certain point.

 

This need for change is also given by the rise of social media and the emergence of new technologies. Since these have changed the way of consumption and marketing, traditional advertising and its methods, which, although still valid, have been undermined by the digital age.

 

Therefore, in the face of this avalanche of changes that many companies and brands must face, the question arises as to whether to give up or try again with another turn. Thus, rebranding is the most appropriate response to this situation. By applying this strategy, you can significantly change the public’s perception of a brand or company, and that includes all those actions aimed at redefining or building the corporate image again.

 

What is rebranding?

 

BluCactus - new designs for your brandRebranding is a marketing strategy that seeks a change, either totally or partially, of a brand or company concerning its image.

 

All through small, medium, or significant modifications, which can include appearance, logo, fonts, colors, communication, the name of the company, and the renewal of products or services, among others.

 

 

 

 

 

Types of branding

 

BluCactus - influence of rebrandingProactive Branding

 

It is produced by the decision of the same company or brand to renew its image to adapt to current changes. This also includes the desire to maintain its essence and modify only aesthetic aspects without altering the initial values ​​or brand´s philosophy.

 

Reactive Branding

 

It happens when a brand or company falls into crisis and needs a fresh start as a response to external factors influencing it, such as low acceptance or in cases of mergers.

 

Rebranding Objectives

 

BluCactus - new designs for your brandThis addresses the question, why should I rebrand my brand if I feel that everything is going well? For this reason, we will explain the objectives sought to be achieved when applying this strategy.

 

Restoring a damaged image

 

It may come to a point at which the corporate image of a company or brand deteriorates. Either because a product did not obtain the expected result, the company has been involved in negative situations, or it has not been optimally adaptable to digital resources. All these reasons are why rebranding becomes more than a solution; it becomes a necessity.

 

Improve the image concerning prejudices and paradigms

 

Indeed, a brand can be successful and well-recognized. However, the public may need to perceive it better for certain practices. This often happens with ecological issues, sustainability, and industrial processes. Since many companies need to keep up with current environmental needs.

 

For this reason, many modify colors and introduce logos alluding to environmental care to show an image according to what the public demands. Thus, they improve it without making radical changes such as modifying the name, logo, etc.

 

Expand or change the target audience

 

BluCactus - influence of rebrandingOver the years, the objectives can change, and the corporate identity may no longer align with the values ​​and direction that the company or brand requires.

 

Sometimes, the strategies applied do not aim to reach the target audience necessary to achieve the goals set.

 

So rebranding becomes a lifesaver in this situation to develop new strategies.

 

 

 

Advantages and disadvantages of Rebranding

 

BluCactus - influence of rebrandingEven though rebranding can be associated with negative or crisis moments for a brand, it is also true that it is beneficial because:

 

  • Brands gain a positive image and link to the right markets.
  • Applying a good rebranding strategy will translate into profitability, this being a basic business objective.

 

But not everything is rosy, so it also implies a series of things like:

 

  • They can negatively impact loyal customers.
  • Friction is generated in the interaction with consumers.
  • It is possible that, despite applying to rebrand, the objectives are not met, and the brand’s status is the same as at the beginning.

 

When to rebrand?

 

BluCactus - new designs for your brandThere are multiple scenarios in which rebranding applies, these being some of them.

 

In case the brand image is outdated

 

A business or brand may have allocated a large budget to create an appropriate corporate image aligned with its values and objectives in its beginnings. Yet, over time and growth, they realize the importance and relevance of this, and it is necessary to renew its image and be at the forefront of digital design.

 

In case of an internal restructuring

 

When substantial internal changes are made, such as the objectives, the business model, and the target audience to which it is directed, these modifications must also be seen in the public light. So, it is necessary to define how they will be shown.

 

In cases of bad reputation

 

A company involved in scandals or similar situations will undoubtedly have a bad image since many customers and users will stop identifying with it. Therefore, in the face of this deteriorated and negative reflection, it is even necessary to start over and design a new image that gives it another air and recovers lost ground.

 

Risks that rebranding implies for a brand

 

BluCactus - influence of rebrandingYes, there are also risks when doing rebranding in some instances:

 

When the brand does not reflect benefits

 

If the communication of rebranding does not make it possible to reflect the benefits of this process and applied strategy.

 

When there is consolidated popularity

 

There are companies that have been solid in terms of popularity and acceptance since their inception, so a rebranding can bring down all that and, on the contrary, generate distrust of change, thus losing followers, loyalty, and approval.

 

When the message of the changes is not clear

 

BluCactus - new designs for your brandThe rebranding was done, but the public failed to perceive it in how it was designed and thought of, and it did not achieve the goal of reaching the ideal and final customer.

 

When rebranding, you work on something new, which must be communicated to the public so they can remember you again.

 

It is also imperative that all these applied changes are connected and attend to the philosophy and value of the company, so you have to make sure that the style, form, and language in which the message is addressed to him is ideal.

 

 

When the brand does not require a change

 

Ken Schreck BluCactus +1 469 206 5510A successful company or brand with a high sales point and rising growth can be fine without a rebranding since this could bring significant negative consequences due to the contract.

 

Rebranding is a very beneficial strategy as long as, as we indicated, it is necessary and applied or executed correctly and meticulously at each step without neglecting the users and the target audience.

 

If your brand needs rebranding, go to the professionals at BluCactus. They will provide you with the best tools, give your business a new image, and grow your brand transparently and effectively.

 

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