Why Should a Company Rebrand?

Change is inevitable. As any good business owner knows, the only way to stay ahead of the game is to evolve. But what about your company’s brand? Does your tagline still fit your company? Is your look outdated? Does your tone reflect your company today? Maybe it’s time for a little rebranding.

So, why should you change something you’ve known for years?

Rebranding isn’t just a facelift. It’s a chance to seize opportunities and foil the competition by introducing your newest services, address new audiences or enter new markets. It’s like a fresh start.

When Starbucks reached its 40th anniversary, they saw it as a chance to refresh their look and show the world what they have in mind for the company’s future. Now a global brand, they had to consolidate their look into something just as strong, but universal. Furthermore, they needed branding with the flexibility to explore new opportunities. For a successful business like Starbucks, rebranding isn’t used as a last resort. It’s a strategic tool for advancement in the market.

Rebranding is about more than a new logo and tag line. It’s an opportunity to gain insight into how the brand is perceived and issues that need to be addressed. We see it as a chance to establish a common vision for the company.

The rebranding process includes research, brand positioning, a brand vision presentation that visually displays how the brand translates across multiple media along with a brand experience guide that describes how target audiences will encounter the brand.

The most aggressive rebranding efforts include renaming while small projects may be limited to a touch-up on your brand positioning. Basically, it’s any action necessary to communicate your brand’s promise as it stands today.

After you’ve decided to explore rebranding, the next step is to take action. Here at the Vivanti Group, we’ve established a method to create the most successful brand for your business. We dig deep into your company to learn what has brought you thus far, who you are today and where it is you want to go.

Our process breaks it down into six essential steps: planning, discovery, insight, positioning, creative and launch. Take a closer look at the steps here in our rebranding document.