To Rebrand or Not to Rebrand”

To rebrand or not to rebrand is the hottest question that is being encountered and debated by several businesses whether big or small, at some time or the other during their lifetime. Certain factors may compel a businessman to consider opting for rebranding or refreshing his brand. If at all, you are thinking in terms of rebranding get in touch with the best advertising agency in India.

You should update your brand if required and do not postpone the rebranding simply assuming it to be a complete or an expensive overhaul. Most of the rebrands would be featuring slight but relevant modifications where the emphasis is primarily on redefining what exactly the brand stands for, simply to preserve customer desirability.

Top Reasons for Rebranding

  • Your Business Has Diversified & You Need an Identity Upgrade: If your business has diversified beyond the brand you established and you feel the need to reinvent, you could opt for rebranding. If your business is doing well and you are in the same league as the big boys, you need to stay competitive. Get in touch with your trusted creative agency so that the creative geniuses could create a really apt professionally designed identity which is able to connect clearly with your brand.
  • Your Market Seems to Have Undergone a Change, So Repositioning Is a Must for You: In the event when your target audience has changed, you need to rebrand for success and survival. The changes could be due to unforeseen circumstances such as a path breaking technology or the GFC. It’s important you continue staying relevant & easily accessible to your target audience.
  • Business Mergers or Acquisitions: If you have acquired a new business or have a new equity partner you would need a new company structure and different size. You would be presented with new service or product as a response to business mergers or acquisitions.
  • Global Expansion or Geographic Changes: Your business goes through a phenomenal growth phase with its expansion into a new territory or a new country. When you are venturing into unknown territories you need to know and understand the customs and culture of the place. You require doing an ample amount of research and make sure that your brand is acceptable and relevant to the existing cultures.
  • Adverse Effect on Your Goodwill and Reputation Due to Negative Publicity: A project may have flopped or mismanagement may have adversely impacted the identity and brand name. You are aware that negative publicity could ruin your goodwill in the market. You are sometimes, compelled to choose the rebranding way if there has been a remarkable damage to your goodwill and reputation.
  • Your Brand Is Not a Reflection of Your Vision and Values: If the target audience is unaware of what you are standing for, what is your motto, or vision then it would not be able to relate to you. Your brand should be an accurate reflection of your mission and values. You need to integrate your message, values, and mission, with a relevant and sharp identity and promote consistently.

When Not to Rebrand

  • If you have established an identity and reputation for yourself in the market and your target audience has a fascination for you, and even your business is running well and gaining traction, there is absolutely no need for you to opt for any kind of modifications or rebranding. When you ignore robust brand equity and consider rebranding because you seem to be bored, this could be a vital mistake. Rebranding in such a situation could mean alienation from your customers and adversely affect your bottom line.
  • You should not rebrand when you are pretending to be a brand new business while core business still remains the same. When people recognize you, you would be in intense trouble.
  • When rebranding would not boost loyalty, awareness, and sales according to a forecast, it is not required.

Whether you are actually rebranding or not rebranding, even if you are just thinking of the entire rebranding issue, you must get in touch with a professional, brand strategy, corporate communications, and a creative agency in Gurgaon to go through your options. The creative design agency would be identifying a path that recognizes the issue and designs the perfect solution customized for your business’s situation. Engaging the experts early is the best way to create robust, consistent, and cohesive brand communications in future.

Leave a Reply

7 − 5 =