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When should rebranding be done?

Oct. 25, 2022

Any company that wants to grow and take on new heights will sooner or later come to the question of the need for rebranding. And in simpler terms, rebranding is an internal (ideological) or external (visual) change of the brand.

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Some companies also rebrand when company values start to lag behind national or global trends, and customers start turning to those who are more progressive.

When the decision is reached to improve the quality of products or services, the objectives, stages of development, market state and modern trends at the time are analyzed. Here are the main stages of rebranding:

• Deep brand analysis. At this stage, the state of the brand is studied, the attitude of the public toward it is determined, strengths, weaknesses, competitors are identified and their advantages are explored. After such an audit, a clear decision shall be made in this regard.

• Development of a rebranding strategy. Based on the results obtained, a rebranding strategy is developed. We identify the components of the brand that need to be changed, work on methods of maintaining and developing strengths. Effective techniques and tools are chosen which will be implemented later.

• The rebranding process. At this stage, all changes are made and the strategy itself is implemented.

• Informing the public of a new brand concept. In the last stage, the public is informed about the new ideology and the essence of rebranding is explained.

 

In conclusion, it should be noted that rebranding is a complex but at the same time interesting process of updating a brand. Unfortunately, not all companies manage to pass all levels. However, this is an excellent opportunity not only to change public perception and attract customers, but also to breathe a whole new life into the company.

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