Digital presence is important for any business to be competitive these days. Having a website and social media, for example, helps to consolidate this presence. But how about an existing company that is looking for rebranding?
There is no point in investing in a good online presence without also taking into account a good job of positioning (or even repositioning) the company’s brand.
The concept of Rebranding is related to this. It consists of strategic actions that aim to redefine and update the brand of a business. In this article, we will show you some important concepts about this topic.
When and why to do it?
A brand is one of a company’s most valuable assets. It is the identity of a business, a symbol, the image that consumers associate when they come into contact with a particular service or product.
But precisely because it is so important, is it really necessary to make changes to the company’s brand? The answer is: it depends. Several factors demand the use of rebranding strategies. The repositioning of the brand should not always occur in periods of crisis in the company.
In some cases, the goal of reaching out to a new audience is a good reason for rebranding.
In addition, other reasons can be a natural need to give an updated look to the business and the brand, or a strategic reformulation to overcome a crisis that damaged the company’s image.
Get to know some examples of the rebranding of some brands:
There are several examples of companies that, over the years, for various reasons, had to adopt rebranding strategies. Below, we’ll meet some of the most famous ones
In 1997, when Steve Jobs returned to Apple, the CEO’s return also symbolized some changes that were reflected in the company’s identity. This is how the famous apple brand underwent subtle changes in colors.
The documentary “The Clown’s Diet” was released in 2004. And in this production, filmmaker Morgan Spurlock spent a month eating and consuming food from McDonald’s restaurants.
The result of this endeavor, in addition to the damage to the protagonist’s health, was also damage to the image of McDonald’s. The company, to show that it was not the source of all the evil on Earth, needed to carry out an extensive rebranding effort.
In this case, there were changes even in the menu of its commercial points.
Change to improve: the main objective of rebranding
This is the principle of rebranding. Through it, brands can expand their audience, improve their image in the face of a crisis or just adapt to new times.
In today’s digital age, knowing how and when to rebrand is just as important as having a website and domain registration.
This is true for both large companies and small businesses. Apple and Mcdonald’s are two examples of this.
Therefore, when it is necessary to change, use the appropriate strategies and tools for this.
And don’t forget that more than a symbol, a company’s brand carries a whole philosophy and values, which customers come to identify with.