In this summary of the Ultimate Guide to Successfully Rebranding produced by Hubspot, we share the key details of when you SHOULD rebrand and if it will work for you. The link to the full article is below if you have time for a longer read.
The Right (and Wrong) Reasons to Rebrand
Rebrands are complicated, and carry big risks.
Even big brands aren't immune -- just look at Uber. After redesigning its logo, 44% of people were unsure of what Uber's logo represented.
If you're looking at rebranding your business because sales have been slow or brand awareness efforts don't seem to be paying off, you might want to reconsider -- these issues can potentially be solved by creating a new marketing strategy, or conducting market research to identify the underlying cause.
But if you're considering a rebrand because your company's vision, mission, values, and market are no longer reflected in your brand, then a rebrand might be the right decision.
There are a few other major reasons you might consider a rebrand, including:
New locations
Market repositioning
New philosophy
Mergers and acquisitions
Additionally, here are a few reasons not to rebrand:
Boredom
Covering Up a Crisis
Impact and ego
Looking for attention
How to rebrand a company:
Reestablish your brand's audience and market.
Redefine your company's vision, mission, and values.
Rename your company during a rebrand.
Reconsider your brand's slogan.
Rebuild your brand identity.
Rebranding examples:
1. Chobani rebrand
In 2017, Chobani made a few major changes to their brand in an effort to stand-out in the crowded, oftentimes homogeneous-looking yogurt industry.
First, they shifted their identity from a yogurt company to a "food-focused wellness company" with a new mission -- "Fighting for happily ever after." Under their Impact page on their website, you'll see the statement, "The most important thing we make is a difference. It's always been about more than yogurt." You'll see this focus on health and nutrition in their advertisements and their new products, including Less Sugar Greek Yogurt and Chobani Flip Yogurt.
Are You Ready to Rebrand?
Now that you know everything a rebrand entails, it's time to consider if and how you want to rebrand your own business.
Please email ashokrudy@acquire.com.my or whatsapp 011 2335 2722 to discuss further or fill up your details on the link attached https://share.hsforms.com/1GL6Mb-MyR3quIrueFdfyZA4gynm for the full version of the article and Branding EBook by Hubspot.
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