Written by: Tara Musulin, PR Account Manager, not ChatGPT
Before we start talking about rebranding and when to do it, we need to define what branding actually is. In the PR industry, branding implies a strategic process of creating and implementing a communication plan with the goal of achieving defined KPIs and building good relationships with the public. Branding defines identity, while PR further strengthens it through media relations and by creating stories that transform perception into long term trust.
PR as the foundation of successful brand identity building
A positive brand image is key to successful business in today’s competitive market. It is what inspires, attracts customers and encourages loyalty. This is where we come in – PR professionals. First, we create a powerful message that will spark public interest. The greater the organic visibility that message achieves, the more relevant it will become over time and the more trust it will gain.
Still, we all sometimes need a change. We get a haircut, move to another city, close one door so another can open… and all the other clichés. And you know what? Brands are no different.
Why is rebranding important?
You know that feeling when you look at a brand and sense that something just isn’t right? As if something has changed, but you cannot quite decode what? Sometimes it can be a change in organization, goals or audience. And those are exactly the situations that hold the answer to why rebranding is important.
I believe that for many people the first association with rebranding is a change in visual identity. And you are not wrong. A logo change has proven to be one of the best tools for refreshing a company’s image. This has been demonstrated by the practices of major companies such as Uber, Airbnb and Instagram. If you are interested in concrete examples of successful rebranding and what we can learn from them, read more on one of our blogs.
Despite that, rebranding is often much more than appearance alone. Just as changing your hairstyle will not heal a broken heart, a new color in a company name will not always give it that wow effect.
How to know it is time for rebranding?
According to research, there are several indicators that point to the need for rebranding:
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The brand no longer reflects its purpose and values
Brands evolve quickly, but business evolves even faster. Perhaps your company has shifted its focus, but your brand continues to communicate what you used to be. When that gap keeps growing, rebranding becomes necessary.
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The audience has changed
Or it soon will. Saturation is normal. What once seemed premium may now feel generic. It is important to learn how to follow the language of customers and listen to their needs. Rebranding can help provide the end user with a clear vision of why your brand is the best option for them.
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The brand is inconsistent or outdated
Inconsistency kills trust. If every touchpoint looks like it comes from a different company, it becomes very confusing. One great example of successful rebranding is Spotify. Spotify once had different shades of green, inconsistent visuals and typography that varied depending on the region. Through rebranding, a universal identity was created for everyone, which led to a larger number of users.
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Major changes require a new narrative
The public needs to feel all the crucial changes within a company. This can mean a change in leadership, geographic expansion or a sale. Rebranding aligns internal culture, strengthens perception and sends a clear signal of transformation.
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Brand perception is slowing its growth
Sometimes the problem is not the brand itself, but its poor reputation. As an example, we can take the famous French house Chanel. From a cult brand it became a reference point for trash fashion, all because of disastrous celebrity looks on the red carpet. With the departure of creative director Virginie Viard and the arrival of the beloved designer Matthieu Blazy, the French giant has returned to its roots.
Ultimately, rebranding implies courage and a willingness to change. It literally means accepting your flaws and saying out loud: “Ok, the problem is with me, not with you. This no longer works. Let’s see what we can do to make things better.”
