What is Rebranding?
Rebranding is gaining greater popularity each day as it involves shedding a previously failed or negative image. It helps unsuccessful brands get another chance.
The rebranding also helps brands that face a lot of competitive pressure to give themselves a fresh start in a sense.
Rebranding, in short, is the change of a brand’s identity. It is done by changing the elements that make up the brand’s identity such as the name, logo, fonts, and taglines. The identity change can also take place during brand repositioning.
Rebranding usually works for the brands offering packaged goods. In business-to-business marketing, rebranding alone does not always work. The main reason lies in the fact that B2B marketing is not successful with advertisements, with a 30-second duration package design. It is the relationships and actions that a business performs that constitute B2B marketing.
If your company is B2B and you pass the task of rebranding to an online marketing agency, your company would have a new image before you know it. However, people usually think that rebranding takes away any present negative image and makes the target customers buy their products. This does not always happen.
Why? Changing the packaging of the offered products does not change the quality of the product itself. Take note that customer satisfaction solely depends upon the quality of products and not the wrapping and numerous rebranding strategies.
Repositioning a Brand
Repositioning pays greater emphasis when it comes to changing what thoughts customers associate with brands.
This involves changing the brand’s promises, its overall personality in the market, and its image. The taglines change to communicate the new guarantees and claims regarding the brand’s products.
Also, the identity of the brand is updated or refreshed to make the repositioning process effective. However, not all repositioned brands end up with a new identity in the market.
The reason behind the ineffectiveness of repositioning is that the brand name does not change and neither does the other identifiable elements except for the tagline, icon and colours.
Another name for brand repositioning is strategic brand alteration. Also, keep in mind that repositioning requires more effort and carefully formed strategies as compared to rebranding.
It revolves around the identification of the right markets and the right positioning. Also, it requires the implementation of the right actions to make the company dominant in the market and the alignment of staff and service offerings. Furthermore, repositioning involves the company’s delivery of its identification and integration of new practices. This helps them to differentiate the company from its previous image.
How To Choose Between The Two?
Rebranding when:
- To reaffirm the current positioning
- To improve a brand’s image, particularly when attempting to overcome an unfavourable image
- To improve the effectiveness of repositioning, particularly in the case of legacy brands
- To give failed businesses a new lease of life
Repositioning when:
- To alter the target market
- To enhance the brand’s current image
- To adjust to new market conditions
How does Repositioning Impact Your Brand?
Because repositioning can occasionally entail rebranding, things can get complicated. Repositioning entails determining which markets you want to target and taking the activities necessary to get your brand in front of them. It might get accomplished through social media outreach campaigns or by placing adverts in various industry publications.
If your objective is to reposition your brand and rebranding is a part of that, it’s critical not to hire a designer or begin the rebranding process before you’ve determined who you want to target. Knowing who your target market is can help you build a custom branding strategy that will appeal to them and get your company noticed. Repositioning entails more than just a change of location. You must first determine your end goal and then work backward to determine how to get there.
Rebranding: The Ins and Outs
Simply said, rebranding is the process of changing your company’s image. It might include changes to your logo, typography, or corporate colours. These are adjustments that need to be made to the design and feel of your website, marketing prints such as catalogues, brochures, business cards, order forms, and packaging, among other things. When you embark on a rebranding effort, you are altering the image that your company conveys. If your branding is starting to seem stale, you should consider rebranding. If you wish to change the direction of your company, upgrading the logo is a smart approach to visually communicate with the users.
Still, confused by what rebranding and repositioning are?
Rebranding is changing the wrapper of a gift while repositioning is the process of ensuring that the gift and the wrapping are new, and catering to the recipient’s needs. If the gift is good and the wrapping is not, it still works better than the proper wrapping and a poor gift.
Before you spend huge sums of money on embellishing the outlook of the brand and rebranding it, make sure you have identified the problems areas.
You can also explain the difference between rebranding and repositioning by considering the brand as a person. If a person rebrands him or herself, they change their looks, get a new haircut and even lose unwanted weight.
However, when a person repositions themselves, they tend to change their attitude or behaviour. The type of strategy you should use for your company depends upon the condition of the company in the market. The two techniques together can be used to achieve long-term goals.
Are you looking to give your company’s online reputation a boost? Contact Edkent Media to see how our services can solve your company’s problems.
