What is the Rebranding concept?
The rebranding includes not only the company’s name or logo and image, but also its communication strategy and products. Such changes, even if they are small, are frequent, and clients may often not realize them, as they are always made in order to meet their own needs, so that they may appear self-evident.
When is Re-branding “time”?
There are as many answers to this question since rebranding has multiple functions as well. Some cases where corporate identity renewal may be necessary:
- Change Perceptions
- Logo Looks dated
- Negative Cultural Connotations
- Product Line Changes
- Competitive Difficulties
- Social Awareness
- Mistakes in Original Branding
- Customers’ Needs Change
- Shift in Focus
- Past Transgressions
Summing up, rebranding does not mean that we change completely, but that we re-create our identity so that it is current and we can evolve with it.
But is there a right recipe for this process?
There is, but it is by no means the same for every business. Its features resemble those of the original Branding process.