Branding (EN) Non classé

Why Re-Brand Now and How To Do It?

By Caroline
Views: 5473

Re-branding to Maintain Image

Maintaining an image is one of the most critical components of any business. Times always surprise us with unexpected happenings, new trends, and varying client expectations. To stay up with the times and changes, businesses must be imaginative, original, and ready to adapt at any time. Re-branding is one of the finest ways to rediscover yourself on the market along with a good marketing strategy.

Unfortunately, this is also an option that many businesses neglect. Many need to be made aware of how advantageous a rebranding strategy can be to a business. You don’t have to change your company’s image fully; you can simply refresh it to be modern and trendy at all times. Re-branding is one of the major factors that can assist you in retaining your image and staying ahead of the competition in your industry.

Determine if Your Company Needs a Brand Overhaul

First and foremost, you have to determine whether or not you require rebranding. Ask yourself why you started thinking about rebranding in the first place. There might be several reasons for this; you may have considered it because your client base is shrinking, or you may have seen that your competitors made certain modifications that appeared to work to their advantage.

After that, attempt to figure out what kind of adjustments you’re thinking about. You must understand what will work best for you, and what your target market values the most. Keep in mind that this procedure must be detailed because investing sufficient resources in such tasks yields greater profits and everlasting rewards.

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Re-Branding Due to Internal Changes

Companies frequently find themselves at a crossroads in the volatile business landscape, forced to reinvent and adapt to changing times. These changes can be triggered by a variety of circumstances, including changes in leadership, new strategic objectives, increased product offers, or a fundamental shift in company culture.

Internal reforms, although necessary for development and survival, sometimes entail a re-branding exercise that goes beyond aesthetics; it’s about reinventing a company’s identity. Changes can take numerous forms. A new CEO may have taken over or you might be going through an organizational reform aimed at increasing efficiency.

Regardless of the drive for change, re-branding is the mechanism that combines these shifts into a unified story. This method communicates to workers, customers, and partners that the organization recognizes its history and is actively crafting a potential future. Furthermore, it presents the organization as one that is in step with modern market demands and expectations.

For example, the return of Steve Jobs marked a significant internal transformation at Apple. The “Think Different” campaign and the introduction of the iMac highlighted a reinvigorated brand that contributed to Apple’s renewal. In addition, IBM, a century-old firm, underwent rebranding several times to adapt to new technology and new goals.

Re-Branding Prompted by Social Changes

Companies have an unusual challenge in a world where cultural norms, attitudes, and expectations are constantly changing: adapt or risk falling out of step with the times. This adaptation is not simply about satisfying customer demand, but also about responding to bigger social shifts that impact how organizations are regarded.

Cultural revolutions, technical developments, environmental concerns, or alterations in consumer preferences can all inspire social transformation. These shifts are frequently seen in how individuals view companies and make purchasing decisions. Companies that comprehend this changing market recognize the importance of quick rebranding.

Companies are increasingly portraying themselves as agents of good change in order to stay relevant. Re-branding is a technique that allows companies to communicate their commitment to making the world a better place. This can include implementing eco-friendly methods, encouraging ethical corporate practices, and so on.

Nike, for example, is the “Just Do It” brand that underwent a re-branding to promote social change by partnering with athletes who were speaking up for social justice, delivering a powerful statement about their dedication to the cause. Dove’s re-branding, also known for its “Real Beauty” campaign, focuses on encouraging body acceptance and self-esteem in response to social concerns about beauty standards.

The Primary Benefits of Re-Branding

One of the most significant benefits of updating your brand’s appearance and feel is the opportunity to reach new customers. When you concentrate on new parts of your business and properly advertise them, you can improve your company in the most favorable way. You would also be able to distinguish your organization from its competition. You’d be able to show potential clients that your services are unique—and that you are professionals in your field.

Rebranding your firm to have its own voice, style, and feel will help position your organization as an industry leader with a personality that appeals to your target audience. Furthermore, keeping your appearance updated tells your consumers that you are aware of industry trends. Your appearance and design immediately draw the attention of your consumers. It makes you more memorable to them and helps them determine whether or not to trust you right away.

If your company has grown to encompass additional services, added new products, or established new goals, rebranding is an excellent way to demonstrate that it is growing. The advantages of rebranding will not only enhance your entire inbound strategy but will also make your firm more profitable.

Starting the Rebranding Process in a Company

There are several essential steps that will help you to do the rebranding process successfully. Identify the reasons for rebranding, whether it’s a change in company vision, outdated branding, or a need to align with evolving industry trends. Understand your target audience, market competition, and industry trends. Don’t forget your existing brand identity and look at everything with fresh eyes.

Define specific goals and objectives for your rebranding or partial rebrand effort. Maybe you want more traffic or just wish to improve brand recognition. After defining clear objectives assemble a team responsible for overseeing and implementing the strategy. The team should have clear ideas about your actions and every aspect involved in brand building.

Outline several different aspects of the rebranding process and what you will do about them. For example, a timeline, budget, logo, website, marketing materials, etc. Revise your logo design, color palette, typography, and any visual elements that need updating. Also, make sure that your website and social media profiles reflect the new branding.

Communicate the changes with your employees. They should be well-informed about the rebranding and its objectives, as they play a crucial role in representing the brand. Implement a marketing and promotional campaign to introduce the new brand to your target audience. Collect feedback, analyze data, and make necessary adjustments to ensure that the rebrand meets its objectives.

Understand that rebranding is not just about changing your logo but about maintaining consistency and relevance in the long run. Rebranding requires careful planning, strong leadership, and a commitment to change. By following these steps and maintaining a clear focus on your objectives, you can successfully initiate the rebranding of your company and position it for future growth and success.

Make Your Brand Unforgettable, Powerful and Effective

Edana is a Swiss-based branding company with a team of specialists who can assist you in achieving your goals and delivering the desired results. We can help you to successfully rebrand your company. The visual features of a brand can leave a significant impression, and we all know how important first impressions are. We collaborate with you to define your visual identity and create your logo, brand images, and unique iconography.

By Caroline

Creative Director



Caroline is a branding and communication specialist. She develops brand strategies and visual identities in line with our clients' ambitions. Innovation and performance are her watchwords, transforming your brand into a powerful vector of engagement and growth, her specialty.


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