Rebranding isn’t something you do once and then forget about. In today’s fast-changing business world, it’s an ongoing process that requires constant attention. As your business grows and markets shift, your brand needs to stay in step with those changes.
Whether you're running a small business or a larger company, keeping your brand fresh is essential for long-term success. Let’s explore why rebranding is an ongoing process and how it applies to companies of all sizes—small, medium, and big.
1. Rebranding or brand building. What’s the difference?
The needs of your customers evolve with trends and seasons. What works today might not work in five years—or even in one year! As people look for options to meet their needs, brands fight for people’s attention. They send messages in the form of advertising, customer service, email campaigns, etc. These efforts are often categorized as marketing or promotion. But we need to be clear about something. Marketing, Rebranding and brand building are different things. Let’s define these words first in simple terms.
Marketing is what you do to attract customers to generate revenue.
Branding is what you do to define your identity.
Rebranding is changing the way you present your identity.
Brand Building is what you do to position your brand in the market to generate sales.
There are key differences in these sentences. These concepts are hard to define until you practice them. Marketing is short-term. It consist of experimentation and observation. Branding is long-term, it focuses on building an authentic and attractive identity. Brand Building is a hybrid that includes experimentation, market observation and firm identity. Rebranding can be long-term or even ongoing. This is what we will be focusing discussing further.
Why Rebranding Is an Ongoing Process
A lot of founders see rebranding as something you do once and then forget about for the next decade. But that mindset can hold you back. Rebranding is more effective when seen as an ongoing process. As markets, customer preferences, and technologies evolve, so should your brand.
Here’s why it needs to be continuous:
- Customer Preferences: Your customers needs change. Competitors rise and more options are available to them. For example, your target audience has more conscious about the environment, and you need to reflect that in your branding. A slight shift in your message or a refresh of your look can show that you're keeping up with what matters to them.
- Market Trends: Every industry has trends. For example, in tech, sleek and minimalist designs might become more popular, while in the restaurant industry, a focus on local and sustainable sourcing could gain traction. Staying aware of these trends helps you make small updates to your brand that keep you aligned with the times.
- Staying Ahead of Competitors: If your competitors are refreshing their brand and you're standing still, it might make your business look outdated. Customers often judge a business’s credibility by how modern its brand looks. Small updates—like a new website design, updated packaging, or a fresh social media style—can make a big difference in how your brand is perceived.
Benefits of Rebranding for Long-Term Growth
Rebranding, when done right, can breathe new life into your business and help it grow. The brand life cycle illustrates the stages a brand goes through. Starting with the introduction, moving to growth, maturity and decline. The indicators to measure this success are different variables. They go from customer growth, retention, profit, return on ad spend ROAS, and more. Rebranding can help brands on decline to regain momentum. Here are some of the key benefits of rebranding:
- Attract New Customers: A fresh look or new message can attract a new audience. Maybe you started with a younger crowd, but now you want to appeal to a more mature audience or a different market segment. Rebranding helps you do that.
- Strengthen Customer Loyalty: Showing that you’re evolving can strengthen the loyalty of your existing customers. They see that you’re investing in improvements and are more likely to stick with you.
- Increase Market Value: A strong brand that stays current can increase your business's value. Investors and potential buyers look for businesses that are forward-thinking and adaptable, and rebranding shows that you are keeping up with the industry.
Key Lessons and Principles for Successful Rebranding
If you’re considering a rebrand, here are some key lessons and principles to guide you through the process:
1. Know Your "Why"
Before you change anything, understand why you’re rebranding. Is it because you want to reach a new market? Do you need to adjust to a shift in customer preferences? Or maybe your brand identity is simply outdated? Being clear about your goals will guide every decision you make during the process.
2. Understand Your Audience
Rebranding isn’t about what you like; it’s about what resonates with your audience. Take time to research what your ideal customers care about. This can be done through surveys, customer feedback, or social media listening. Understanding their needs and desires will help you shape a brand that speaks directly to them.
3. Keep What Works
A rebrand doesn’t mean throwing everything out. Identify the elements of your current brand that are still effective. Maybe your brand’s tone is well-loved, or your logo has become recognizable to your audience. Keeping certain elements will help maintain a connection with your existing customers while attracting new ones.
4. Focus on Your Message
Your message is one of the most powerful parts of your brand. It’s what you say about your business and how you say it. A strong message explains what makes your business different, why customers should trust you, and what you stand for. If you’re rebranding, make sure your new message reflects the evolution of your brand.
5. Test Before You Commit
Before you roll out a full rebrand, test your new look or message with a small part of your audience. This could be through A/B testing on your website, running social media ads with different designs, or sending out surveys. Getting feedback before a full launch can save you from costly mistakes and help you make adjustments.
6. Keep It Consistent
Once you’ve settled on your new brand identity, consistency is key. Make sure that your new look and message are reflected across all channels—your website, social media, email newsletters, packaging, and even the way your team talks to customers. Consistency helps to build a strong brand image and makes it easier for customers to recognize you.
7. Embrace Change Gradually
Rebranding doesn’t have to happen overnight. In fact, gradual changes can sometimes be better. It allows you to keep your existing customers comfortable while slowly introducing new elements of your brand. For example, you can start with updating your website and social media visuals, then gradually change your packaging and in-store design.
Examples of Successful Rebranding
To give you some inspiration, here are a few examples of companies that successfully rebranded to stay relevant:
- Old Spice: The brand was known for being a bit old-fashioned. By changing its messaging and adding humor to its ads, it attracted a younger audience and turned itself into a fresh, fun brand. Watch one of the most successful commercials in history at the end of this post.
- Apple: Apple went from a niche computer company to a global tech giant by continually evolving its brand. Its minimalist design and focus on user-friendly technology keep it at the forefront of customer minds.
- McDonald’s: McDonald’s has rebranded several times over the years, updating its menu, design, and messaging to align with new customer expectations, like focusing more on healthy options and a better dining experience.
How to Know It’s Time to Rebrand
It’s not always easy to decide when to rebrand, but there are some signs to look for:
- You’re Attracting the Wrong Customers: If you’re not reaching your ideal clients or attracting customers that aren’t a good fit, it may be time to refine your brand.
- Your Business Has Changed: If you’ve added new services, products, or entered new markets, your old brand might not fully represent what you offer.
- You’re Falling Behind Competitors: If your competitors have updated their look or message and you haven’t, it might be time for a refresh.
- Your Brand Feels Outdated: If your branding feels like it belongs to a different era, it’s time to modernize and make it more appealing to today’s audience.
Final Thoughts: Make Rebranding a Part of Your Strategy
Rebranding isn’t about chasing every trend—it’s about staying aligned with your customers and standing out in a crowded market. Think of it as an ongoing investment in your business’s future. By keeping your brand fresh, relevant, and engaging, you’ll be able to continue growing and building strong connections with your audience for years to come.
Remember, you don’t have to do it all at once. Small, thoughtful changes can have a big impact. When you see rebranding as a process, not a one-time event, you position your business to adapt and thrive—no matter what changes come your way.
