Navigating changes in your organization? Why rebranding is necessary.
Has your organization gone through significant change in a short amount of time? Are you constantly evolving and adapting in response to little (or big) triggers everywhere?
If the answer is yes, it may be time for a rebrand.
Take a step back and consider how accurately your brand reflects your values, vision and mission. Has your purpose shifted? This process of redefining and refreshing a brand is commonly referred to as rebranding.
REBRANDING FOR SUCCESS
Often the goal of rebranding is to create a more relevant and resonant brand that better aligns with your organization’s current purpose and target audience. It involves a comprehensive review of your organization’s values, culture and strategy, and how they are communicated through all aspects of your brand.
You can read our blog post What is Branding? for a deeper dive into what branding and rebranding really entails.
While rebranding can be a daunting process: it is often necessary to keep up with the ever-changing business landscape. It allows you to stay relevant and stay ahead of the curve, particularly when undergoing significant changes such as expansion, realignment, or a shift in target market.
By rebranding, your organization can ensure that your brand accurately represents who you are and what you stand for, both now and in the future.
In this post, we’re going to dive into the different triggers for a rebrand, including:
- Changes in strategy
- Merger or acquisition
- Expansion into new territories or markets
- Internal issues and negative public perceptions
So, whether you’re considering a rebrand or just curious about the process, keep reading for insights and inspiration on how to refresh your brand and stay ahead of the competition.
CHANGE IN STRATEGY
When an organization changes its strategy, it can lead to a misalignment between the brand and its messaging. This can hinder growth potential by confusing or alienating customers who are no longer sure what the brand stands for or represents.
And there are many reasons why a brand might change its strategy.
Perhaps the market has shifted, and the organization needs to pivot to stay relevant. Maybe there’s a new leadership team in place with a different vision for the future. Or perhaps the organization has outgrown its original business model and needs to expand into new territories or markets.
Whatever the reason, a misaligned brand can hold an organization back from achieving its full potential. A rebrand can help realign the brand with its new strategy.
By updating the visual and strategic elements of the brand, a rebrand can communicate to customers and stakeholders that the organization is evolving and staying ahead of the curve.
A successful rebrand can create a sense of excitement and anticipation among its audience, demonstrating that the organization is moving forward with purpose and intention. It can also attract new audiences who may not have been interested in the brand before but are now drawn to the new messaging and positioning.
MERGER OR ACQUISITION
When two organizations come together, they bring their own brand identities, strategies and processes. This can lead to confusion and inconsistencies as the new organization tries to figure out how to merge the two brands into a cohesive whole.
A new brand identity can help merge the best of both brands and create a new, cohesive identity that communicates the new organization’s vision, values and purpose. A rebrand can also help signal to its audience, employees and stakeholders that the merger is more than just a legal transaction: it’s a strategic move that creates new opportunities for growth and innovation.
A successful rebrand after a merger or acquisition can help the new organization stand out in a crowded market, attract new audiences, and create a sense of unity and purpose among employees. By taking the time to develop a new brand identity that reflects the organization’s values and mission, the new organization can position itself for long-term success and growth.
EXPANDING INTO A NEW TERRITORY/MARKET
What works in one market may not work in another.
A rebrand can help an organization communicate more effectively with a new audience by updating its messaging, visual identity and overall positioning. By taking the time to understand the new market and what resonates with that audience, a rebrand can help an organization stand out from its competition and build a loyal audience in the new market.
INTERNAL ISSUES AND NEGATIVE PUBLIC PERCEPTIONS
Changes in leadership or negative PR are two examples of issues that can have a significant impact on a brand’s image and necessitate a rebrand.
A rebrand can help shift the narrative and communicate an organization’s values and vision in a new and refreshing way. It can also help restore public trust and improve a brand’s reputation by demonstrating a commitment to transparency, accountability and change.
EMBRACE ORGANIZATIONAL TRANSFORMATION
Branding is an essential component of any organizational change, and a well-executed rebrand can help ensure that a brand is poised for success in the future. By taking the time to understand the organization’s new direction and audience, a rebrand can create a strong foundation for growth and development.
If you’re undergoing changes in your organization, or if you anticipate changes in the near future, it’s worth considering whether a rebrand could help align your brand with your new direction and vision.
A strategic and thoughtful rebrand can help set your organization up for long-term success and make a positive impact on your audience and industry.
At Honest, we work with organizations going through changes and help them develop brand voices and identities that leave lasting impressions and resonate deeply with their audiences.
So, if your organization is undergoing a transformative change, reach out and let’s chat about how we can help you set your brand apart and achieve your goals.
Interested in finding out more about how you can transform your business with a purpose-driven brand? Let's chat.
“GAH, SO EXCITED. SO BEAUTIFUL”
Jenna Boholij, The Icelandic Festival of Manitoba