Today, a brand’s visual identity is crucial. Colors, fonts, and shapes speak volumes about the brand. For example, For example, think of a bitten apple or a yellow “M.” You can instantly recognize these as Apple and McDonald’s, respectively.
This association results from years of brand building with strategies involving color picking, logo design, and other elements that facilitate brand recognition and understanding of what they stand for and what their product is.
But what happens when a brand hasn’t considered or struggles to create strategies to have this level of connection with the public? What if a brand isn’t aligned with the market or current trends? Then it’s time for a re-enchantment strategy called Rebranding.
As companies grow and the market transforms, their visual identities and market positioning need to evolve. Making this change isn’t simple, though. Several aspects must be considered to ensure the transformation reflects the company’s values and fits the current situation.
To give you a clear understanding of rebranding, we’ll discuss:
⦁ What brand rebranding is
⦁ When to do a rebranding
⦁ Examples of successful rebranding
⦁ How to carry out brand rebranding
In other words, a major transformation can significantly boost business. Let’s dive in:
What is Brand Rebranding?
Rebranding is a re-enchantment strategy to transform and modernize a brand or product’s identity. This involves changes in colors, packaging, slogans, logos, fonts, and other aspects, according to each brand’s objective.
However, rebranding isn’t just about a simple visual change. It goes much deeper.
It’s a transformation that reflects the brand’s evolution, its commitment to making the audience’s experience better, an adaptation to the latest market trends. Rebranding also helps create more authentic connections with consumers.
Rebranding of Packaging
Here’s a great example of rebranding, which doesn’t necessarily involve the brand itself but its identity and visual communication. Biofarm, a brand investing in technology and innovation for over 27 years to improve the health and quality of life of various-sized animals, needed to reinvent itself to stay competitive, meet customer expectations, and keep up with new trends.
The brand felt the need to update its already recognized medicine packaging to a more modern and colorful layout. Additionally, it launched a new premium line with differentiated communication to reach an unexplored audience.
To meet this demand, Ideatore redesigned the packaging to be easily recognized by Biofarm’s persona, resulting in a more sophisticated and fun visual identity:
When the target audience no longer identifies with the brand or disapproves of how it positions itself in the market, it may be time to rethink strategies, considering customers’ pain points and adapting the brand according to their needs—and what your brand wants to represent in the market.
Despite the various motivations behind rebranding, the final goal is always the same: to build and strengthen the brand identity.
Therefore, it is crucial for a brand that wants to:
⦁ Increase authority and credibility
⦁ Facilitate brand recognition and identification
⦁ Reinforce its competitive presence in the market
⦁ Establish a solid bond with the market and the customer
After following along so far, you might be wondering…
Does My Brand Need This Transformation?
Updating a brand’s identity is an important decision! The ideal time for rebranding can vary according to several factors, such as changes in company goals, market evolution, customer feedback, or simply the need to revitalize the brand image. It’s important to be attentive to all the signs.
A good solution to determine the right time for your brand’s rebranding is to rely on the support of a specialized communication agency.
This partnership allows you to leverage the team’s expertise, which, through detailed analysis such as benchmarking and market studies, will evaluate the best time to start this process and the best rebranding strategy to achieve business objectives.
Moreover, an experienced communication agency will have the necessary resources and knowledge to guide the entire rebranding process, from defining objectives and creating the concept to implementing changes. This includes developing a new visual identity, adjusting the brand’s message, and communication actions to ensure a smooth and effective transition.