What is a rebrand? Rebranding your company means you’re changing the corporate image of your company. It’s a marketing strategy in which a new name, logo, tagline are created for an existing brand in order to develop a new identity.
The goal of a rebrand is to change how consumers view your company. The first sign you need a rebrand is your current name, logo, or tagline doesn’t reflect your company’s mission. Maybe it did at the beginning, but now it doesn’t, so you’ve got to change it.
Logo Design in DC
Changing your logo doesn’t equate to immediate success. Take Gap for example. The storied brand changed their beloved logo after a 20 year run. Long story short, the rebrand didn’t go so well. Just six days after putting the new logo out into the public, they reversed their decision because nobody liked what they were seeing. Trying to stay current is a good thing, wanting to keep in step with the times is a great thing, but one of the biggest lessons to be learned from the Gap disaster is that there are no shortcuts to re-branding.
Rebranding should be an effort to ensure success, not escape failure. Consider yourself: If you try to change your look you’re going to be met with resistance. People struggle with change. You’re going to be asked a lot of questions. So make sure you have answers!
How to Approach a New Brand Strategy
Rebranding is a lot of work. It’s a process that certainly doesn’t happen over night, and doing it well means taking that process very seriously and carefully.
If you’re going to do it make sure you have 1) a good reason 2) a great designer and 3) a plan for how you’re going to share your new image with your customers.
Don’t let bad things happen to good brands.