There are times when a business needs to rebrand. The reasons are various, it can be purely a business strategy or because of adjustments to changes in market behavior.
Unfortunately, rebranding is not an easy thing. It takes the right steps so that the rebranding goes according to its purpose.
Well, in this article you will learn about what rebranding is, its goals, and its various strategies. Immediately, let’s see the explanation.
What is Rebranding?
Rebranding is a business strategy carried out to update the brand image in accordance with the desired business development goals.
Rebranding itself is divided into two, namely total and partial rebranding. As the name suggests, total rebranding means that you will completely change the brand of your business, from the logo, brand colors, to the general image and branding strategy. Meanwhile, partly rebranding only changes some business elements, for example just changing the logo.
The rebranding needs of every business can certainly be different. However, usually every business knows when it’s time to rebrand. For example, when the business is getting bigger, perception changes, or even when product sales are decreasing.
Then, what is the purpose of rebranding?
Purpose of Rebranding
Here are some reasons why you should rebrand:
1. Changing Perception
Rebranding is often done to change the brand perception of a business. For example, the brand image is not in line with business goals or because of a bad brand perception in the eyes of customers.
For example, rebranding was done by Uber. This transportation platform company had a bad perception. Starting from the issue of bad treatment to their driver partners, to the negative issues that befell their CEO at that time. So, Uber decided to revamp its business image.
Uber’s rebranding step at that time was quite effective in changing the bad perception that plagued their business reputation. In addition, the rebranding is also a form of business commitment to a new, better corporate culture.
Well, if your business wants to build a more positive brand image, rebranding can be the right strategy. Primarily, to get customers to see your business in a new light.
2. Expanding Target Market
If you want to grow your business by expanding your market, rebranding is necessary. Especially if the target market is different.
This step was once made by one of the world’s famous beer companies, Pabst Blue Ribbon. They changed the name and packaging to be more luxurious to reach new target markets in other countries.
Previously, the image that was built was an affordable product for students in America. However, with the change of name to “Blue Ribbon 1844” and added luxury packaging, this product is marketed at high prices in China.
In essence, by rebranding, efforts to expand business targets can be carried out. As in the example above, the target consumer will see your product as a unique new product.
3. Adapt and Follow the Trend
Businesses must be able to adapt and follow trends. If your brand is “out of date”, you need to rebrand to revive your brand. The reason is that brands that do not match market trends will be abandoned by consumers.
An example of a brand taking this step is Airbnb.
This online accommodation startup made a breakthrough by changing its business concept, from a hotel business to a community-based accommodation business. Then, they did a rebranding by changing the business tagline to “belong everywhere”.
This rebranding move shows that AirBnB isn’t just focused on getting more people involved in having fun travel. However, it also shows that their target is a growing global market.
To emphasize the rebranding steps taken, Airbnb redesigned their business logo. This simple logo illustrates that Airbnb belongs to everyone and is part of everyone’s travel journey wherever they are.
Not only that, Airbnb also created a custom font that reflects their rebranding. In fact, they created a microsite specifically to discuss the new font.
By doing this rebranding, AirBnB has developed into a business that many people are looking at again.
4. Be Different with a New Vision
Rebranding can also be done if your business wants to be different from competitors. By appearing unique, you can more easily attract your potential customers. However, make no mistake, this strategy can be used by businesses with any product. Even for non-profit organizations though.
One example, the rebranding of The Parkinson Foundation, an organization that helps people with Parkinson’s to get the right treatment.
The rebranding carried out by The Parkinson Foundation includes changing the vision, tagline, and logo design.
In the past, the organization received donations and used it to find a cure for Parkinson’s in the future. The same is done by other organizations. That is, the campaign is carried out the same.
However, because they realized that future healing was only possible with treatment in the present, they changed their vision. Since then, a rebranding step has been taken to explain their new vision, namely “Better Lives, Together”.
They replaced the logo and all brand assets with a bright blue design. A color that symbolizes optimism against disease and increases healing.
5. Merger with Other Companies
When two companies merge into one brand, rebranding is inevitable. The reason is, each company must have a different vision and must be united in a new vision.
The rebranding step is not only to show a new business direction but also to make consumers understand the business product that will be created.
One example of rebranding due to the merger was carried out by Exxon and Mobil. Both are oil and gas production companies from Texas, America.
With the merger, a new company was formed called Exxon Mobil Corporation. The company has a vision to provide an energy source that is not only sufficient for consumer needs but is also safe and in accordance with technological developments. One of the rebranding done besides the logo is to create a new business tagline, namely Energy lives here.
5 Strategies for Rebranding
Of course, rebranding cannot be careless. You need a good strategy to do it. What are they? Check out the following strategy.
1. Create a New Vision and Mission
In doing rebranding, you need to change the vision and mission of your brand. Especially if you want to do a complete rebrand. By creating a clear new vision and mission according to development goals, your brand will have a strong image .
One example is the rebranding carried out by Walmart. They changed the image of “low price” and “low quality” with the tagline: “save money, better lives”.
With this rebranding, the vision and mission created by Walmart is more customer-oriented. Because, they no longer only focus on the products they sell but also how consumers get the best value at affordable prices.
In practice, they also change the service by prioritizing quality and convenience in shopping. In addition, the change in vision also creates visual branding elements such as logos, websites, and others to adjust the business vs.
2. Adjust Brand to New Target Market
The target market is a group of people who are the target of marketing or selling your product and have certain characteristics. Both in terms of habits, the same demographics, and others.