Why do Businesses Rebrand?
A total rebrand is an overhaul which many businesses would rather avoid. Not only can it mean a new logo, website design, product labels and corporate identity, but a business can also change the type of language it uses and alter its target audience. These are dramatic changes which are expensive and time consuming – so when is a rebrand absolutely necessary?
We’ve put together some of the top reasons why businesses decide to rebrand – is your organisation at any of these milestones? If you’re considering a rebrand in the near future, ask yourself if any of these motives apply to you and if not, is it really the right decision?
Companies which have their sights set on internationalisation often don’t have a choice about rebranding. For example, the company name may be already taken in another country, or the original name or logo may imply negative connotations in different cultures. Many businesses sell the same product in many different countries under different brand names, but if you can find just one name which works everywhere then that’s a bonus.
If your business gets a bad reputation, then it could be game over. Especially in this consumer review-centred world, if your website and social media pages have a tonne of bad reviews. With so much competition, consumers can be easily put off a company through word of mouth or even the words of strangers. Other scandals and bad PR can also have a negative effect which is hard to come back from. Sometimes the only way to deal with a bad reputation is to rebrand and remove any negative associations with the company. Come back fighting, with a new identity.
New CEO or Board Members
When a business acquires new staff members at the top, they often want to put their own stamp on the company. This could include a total rebrand, or a new logo and house style. New CEOs will often have plenty of new ideas to implement and new ways or working for the organisation. This is really important if they have been hired to save the business or give it a modern update.
When a new business strategy is put in place, everything has to align with it – the products and services, the marketing, the branding as well as internal policies. Rebranding makes this easy to see for stakeholders and consumers. A new business strategy could be trying to appeal to a new young customer base, or moving away from a certain product or service to focus on another one.
There are some other reasons why a business would choose to rebrand, but these usually cover it. Are you in a position for a fresh start?
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