A rebrand is all about connecting with new audiences, differentiating your company’s service offering from that of your competitors, shifting your position within a given sector, and allowing you to stay fresh and relevant within the marketplace. As a company evolves, its goals evolve with it. A rebrand is a way of making sure your brand identity reflects new goals, a new message, or a new purpose.
Take Rightmove, for example. The online house hunting portal has virtually taken over the UK property world, aided by the emotive power of its two key messages: ‘help make the right move’ and later ‘find your happy’. But last year, Rightmove rolled out changes to its brand with an aim to alter its visual identity and ‘humanise’ it. The company’s new goal was to convey the humanity behind the big brand, while retaining the ‘find your happy’ message. A humanising approach can help a company forge an emotional connection with their audience, and this is what Rightmove hopes to achieve by rebranding.
Many global brands with an instantly recognisable identity have made a success of rebranding, whether it be Apple, Burberry, or Coca-Cola. But what if you operate on a much smaller scale, and fear a rebrand might alienate your local audience or loyal customers? Whether you’re a global brand or a small, independent outfit, if your goals and philosophy have changed over the years and you feel a fresh approach is needed, in-step with where you are now, then follow your intuition. A SWOT analysis should help you determine whether a rebrand is necessary, but if you feel your brand is dated, your message stale and no longer representative of who you are as a company, then take a deep breath, plan a strategy, and rebrand.