How To Build a Rebranding Strategy in 2023
Rebranding a company or product involves updating its appearance, messaging, and positioning to better align with the business’s goals and target audience. This can be a complex process that involves several different steps, including:
Defining the reason for the rebrand:
Before starting the rebranding process, it’s important to have a clear understanding of why you want to make the change.
Are you trying to target a new audience? Update your company’s image?
Refresh your brand to stay relevant in a changing market. Having a clear purpose for the rebrand will help guide the rest of the process.
- Researching your target audience: To successfully rebrand, you need to understand your target audience and what they want from your company or product. This might involve conducting market research, surveying customers, or analyzing industry trends.
- Developing a new brand identity: Once you have a good understanding of your target audience, you can begin to develop a new brand identity that speaks to them. This might involve updating your logo, color scheme, font, and other visual elements, as well as developing a new brand voice and messaging.
- Updating your website and marketing materials: Your website and marketing materials should reflect your new brand identity. This might involve updating your website design, creating new social media graphics, and updating any printed materials, such as brochures or business cards.
- Communicating the rebrand to your audience: It’s important to let your audience know about the rebrand and what it means for them. This might involve sending out a press release, updating your social media channels, or creating a landing page on your website to explain the change.
- Evaluating the results: After the rebrand is complete, it’s important to track its success and make any necessary adjustments. This might involve analyzing website traffic, monitoring customer feedback, and measuring brand awareness.
Rebranding can be a time-consuming and complex process, but if done effectively, it can help your business or product stand out in a crowded market and better connect with your target audience.
Rebranding Strategy Examples
- AirBnb rebranding in 2014 saw the company move away from its old logo, which was a target-like symbol, to a more modern one with a stylized letter A. This move allowed the company to better reflect its mission of providing a sense of belonging and comfort to its customers.
- Coca-Cola’s rebranding in 2019 saw the company move away from its iconic white and red logo to a more modern one with a single red disc. This move allowed the brand to better reflect its commitment to sustainability and its new purpose of connecting people through their shared values.