We told you rebranding is not an easy topic, we can’t possibly tell anything in one article. So, here’s part 2. In part 1 we have established what are the reasons for a business to consider rebranding drawing on the example of successful rebranding campaigns.
If by the end of the previous article you think that rebranding is an answer you need, this post will tell you where to start. Today we’re looking into what types of rebranding there are, and sharing some of the personal tips on how to make your rebranding campaign an event to remember.
Let’s roll it!
What is rebranding
In its essence, rebranding is the process of changing the brand’s image. It might incorporate different elements to be changed – a name, the design, the positioning, or everything altogether. The reasons for rebranding can vary – from wanting to erase the negative outbursts, to widening the scope of the brand’s expertise.
Types of rebranding?
According to the reason
Depending on the reason why you’re doing a rebranding campaign, there are 2 types of them.
Proactive means acting ahead, seeking new opportunities.
Your rebranding is proactive if the reason to pursue it lays in the concept of growth, new opportunities, tapping into new audiences, introducing new services/products, or re-connecting with your users on a better level.
Example: Jumbo Rebranding Campaign
With the aim to go beyond the Australian market, and grow globally, an online retailer for lottery tickets launched a big rebranding campaign under the slogan “Imagine More”.
Reactive means that your rebranding comes as a reaction.
Reasons for the reactive rebranding are mergers and acquisitions, negative image – or a negative reaction of the audiences. If you’re rebranding because you’re failing to beat your competition, this can be also seen as a reactive campaign.
Example: Tupperware Rebranding Campaign
This company has been in the market since the 1970s: with the competitors popping everywhere, they needed to become relevant again. Hence, the rebranding. They changed a lot, yet still remained connected to their brand essence.
For more successful rebranding examples, check out the article:
According to the execution
Depending on how far you’re aiming to go, your rebranding can be:
Think of partial rebranding as changing your looks, a little makeover so to say. The extent to which you modify your brand’s image is not too drastic. This can be a logo redesign, or the brand visual identity redesign even.
A partial rebranding is when after you do it, people can still instantly recognize you.
Who is it for?
The more established your brand is, the more important it is for you to preserve your identity. Brand loyalty is a hard thing to get from your audience, that is why you want to retain it at all costs. That is exactly why a partial rebranding is your choice. Add a bit of new flavor, widen your perspectives, add a new audience to cater to. But your brand still stays recognizable – your unique aesthetics are still there.
A total rebranding is an equivalent of a girl getting a bob haircut. You’re moving on. Your mission and vision statements no longer represent your brand, the core values that you established at the beginning is not what drives you at the current moment. Total rebranding is when your name is at stake, your purpose for existing, and the whole brand identity essentially.
Who is it for?
Oftentimes total rebranding is for brands that undergo mergers, product overhauls, and other similarly foundational shifts.
How to rebrand successfully? [Tips from Gingersauce]
Analyze the reason.
Why are you rebranding? Your further steps will be determined exactly by the reason you’re doing it. Let’s go over the most common ones and the steps you’ll need to do.
Tapping into a new audience.
- Analyze the demographic you’re trying to cater to. See what they like, how they behave, what product they use.
- Analyze if the product you offer has any value for them. If yes, great, pinpoint it. If no, try to create it, or choose another demographic.
- Analyze your brand identity. Do they find your design appealing? See what design solutions they like.
Changing the image.
- Find the reason why your audience is unhappy. Try to put on their shoes and see what you can do better.
- Find a way to fix the problem, and do that.
- Later on, build your campaign around the renewed services, showcase what you’ve changed. Invite your audience to check if that’s true.
Modernizing the look.
- Pinpoint what elements of your design solutions look outdated.
- Analyze the trends that are currently popular.
- Don’t go with a trend blindly. Focus on the longevity of your renewed image, and reflecting what you represent as a brand.
Analyze the competitors.
In branding, no step can be taken without watching out for competitors. If you’re planning to undertake a makeover, you have to make sure you won’t get lost between your competitors.
Analyze their design solutions, the color palettes they are using, the illustration style they have. Get inspiration from it, and come up with something that will outmatch them.
Revisit your mission & vision statements.
Before starting rebranding, double-check if your vision and mission statements still work for your brand, It’s important, as this is the purpose your brand exists. The statements will further influence your rebranding as well.
If you have to change your brand purpose, your revamped brand identity needs to reflect that.
Create a plan.
Rebranding is a lot of work, and it’s easy to get lost in between the tasks. Our tip is to create a clear step-by-step plan for your rebranding campaign.
See what your audience thinks.
Involve your audience. This will not only help you to make more beneficial design decisions – you’ll know exactly what they like – but to also bring them onboard. If people are involved in the development of your brand, even in seemingly small aspects of it (like choosing a secondary color), they develop a sense of belonging and loyalty to your brand.
Create brand guidelines.
Since you’re changing the brand identity, you definitely need to change the brand book too. If you don’t want to spend a few more days of work, use Gingersauce. Just upload your new and stunning logo, and after a few minutes – boom, you have yourself a glorious brand book.
If you’re a designer working on designing a new brand identity, we have good news for you too. You can use Gingersauce to help you with the brand book creation, but also to present your visuals. Just upload all the elements apart from the ones the system offers, and in just a few minutes you’ll get a brand book that you can send to your client.