When a brand has been in a market for a while or suffers from a poor image, it must be able to reinvent itself to remain dynamic and competitive. This is what the rebranding.
It is a development tool that allows to enhance the image of the company and to be in better adequacy with market trends. Here are the reasons that can push companies to renew their brand identity, some examples of rebranding success stories and tips for making the change.
What is rebranding?
the rebranding is an English term that designates a change in the identity of a brand. In French, it is about repositioning, because the objective is to change elements in the communication and to create a new brand identity in the consciousness of customers, prospects and competitors. This overhaul makes it possible, among other things, to refresh the image of a company and improve its notoriety.
the rebranding can be done on many levels and challenges the vision, values and visual identity of the brand. It can be a change of brand name, slogan, targets, distribution channels, visual identity (logo design, colors).
It should be noted that a rebranding is systematically accompanied by a new marketing and communication strategy around the new brand identity.
Examples of brands that have rebranded
The German fashion house operated a rebranding major development, which is part of its growth strategy called ” Claim 5”. It simultaneously launched two international rebranding campaigns for its Hugo and Boss brands. A total overhaul that involves a new logo design, new targets and new communication channels, to forge new brand identities.
The Boss brand now targets Generation Y, that is, consumers aged 25 to 40. To attract prospects and rejuvenate its identity, Boss has bet everything on Instagram campaigns, in particular with #BeYourOwnBoss. She appealed to influencers and personalities such as Kendall Jenner, Anthony Joshua or even Hailey Bieber.
For its part, the Hugo brand aims to rejuvenate itself by wanting to be more sportswear, targeting Generation Z, i.e. those under 25. Its marketing campaigns #HowDoYouHugo focus on TikTok, with celebrities such as rapper Big Matthew, or dancer Maddie Ziegler.
In 2015, GDF Suez operated a rebranding complete and was renamed Engie. This redesign took place in a desire for internationalization, with the aim of improving its image abroad.
The “Engie” brand name has been adopted, so that it is understandable by everyone and by all cultures. But also, to refer to energies as a whole and no longer remain focused on gas, as GDF Suez was. This rebranding also allows the brand to better differentiate itself from the competition (EDF and GRDF) and to modernize its image.
The fast food firm used the rebranding to restore its image and eliminate the bad reputation that clung to its skin. In the minds of consumers, MacDonald’s was synonymous with junk food.
To counter this, the brand then reviewed its strategy, changing the colors of the logo (which became green to give a more “natural” image), offering new healthier products (salads, fruit) and modifying the appearance of establishments and their locations.
One rebranding with the objective of conveying a clean brand image, close to the environment and healthy.
Faced with constantly changing trends, companies need to reinvent themselves to survive in their market and attract new customers. This is what the rebranding.
Several reasons can push a brand to reinvent its identity. It should not be taken lightly, as it is a long and quite costly process for companies.
To start, a rebranding can arise when a company aims to expand internationally. It is then a question of rethinking the DNA of the brand to adapt to the countries in a more global way and no longer according to the cultural codes of the country of origin.
Moreover, no brand is immune to a bad reputation. the rebranding occurs to remove negative associations in the minds of consumers, restore a positive image, regain user trust and improve company awareness. It also participates in modernizing the brand image, when it is too old.
the rebranding is also necessary when two companies merge. This avoids confusion and unifies the brand, while developing strong notoriety around the new entity.
But also, a brand can choose to make a rebranding when she wants to reposition herself. With the evolutions, the original positioning can become obsolete and no longer be relevant. One rebranding then contributes to renewing strategies and thus to reviewing its target and market segments, product positioning, and reinventing its brand identity.
How to rebrand?
Conduct market research and set goals
It is essential to start with a market analysis to define why the rebranding is essential for the brand.
In this study, it is necessary to examine the current positioning of the company, its image, and to identify the flaws. It is also about highlighting market trends to detect opportunities and threats and study the competition.
Then, it is necessary to set clear and coherent objectives. They will be the common thread throughout the rebranding. They can be varied depending on the situation of the company.
Establish a strategic plan for rebranding
To achieve the objectives set beforehand, it is necessary to draw up a plan to provide the means to be implemented. This strategic plan makes it possible to structure the development of the rebranding. It should include all the decisions and steps that make it possible to make changes within the framework of the rebranding. It makes an inventory of the actions, the budget, and the time allocated. No detail should be left out, everything should be in this plan.
It must remain realistic and consistent with the image that the brand wishes to convey.
Communicate on the rebranding
At a rebrandingit is important to inform all stakeholders about it.
It is a matter of communicating the changes to all of the company’s employees as well as to consumers, as well as to suppliers and service providers.
At the internal level, this makes it possible to involve each person in the project and to reinforce the feeling of belonging to the company as well as to have their support.
Externally, the company must maintain a good relationship with its existing customers and service providers. This is why it is important to communicate the new brand strategy to its two stakeholders. Thus, they will be able to accommodate the rebranding in the best possible way.
It is therefore useful to set up a promotional campaign to announce the rebranding and avoid unpleasant surprises.
Implement the changes
the rebranding takes place like a brand launch. It is then necessary to plan communication actions to promote it.
Press relations are a mandatory step, in order to relay the new brand identity to consumers. It is also possible to create an event for the occasion, which can energize the brand and make an impression. But also, it is necessary to plan actions on social networks, to disseminate the repositioning to existing customers and to attract new customers.
Listening to customer feedback
One rebranding successful is a rebranding to which customers have subscribed. And to find out, it is necessary to listen to customer reviews.
If the latter reject the mark, it is possible to rework the rebranding or go back. The important thing is to stay in line with customer expectations and needs.
In most cases, the rebranding are welcomed and successful.
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