Comprehensive rebranding strategy & services

Rebranding helps businesses stay competitive and relevant. Here’s why rebranding is important:

• Companies use rebranding to refresh their image, ensuring they remain modern and continue to resonate with current and potential customers.
• A successful rebrand can help a company stand out from competitors, potentially increasing its market share.
• Rebranding can boost customer engagement, creating stronger connections with loyal customers and attracting new ones.
• It can signal a shift in business strategy or a repositioning in the market.
• If previous marketing efforts have caused negative connotations or a drop in performance, rebranding can help repair a brand’s image.
• Rebranding can also be a key part of a business’s growth strategy, aiming to enhance visibility and appeal to a wider audience.

Rebranding goes beyond just updating a logo or designing new packaging; it involves a comprehensive strategy that encompasses visual, corporate, and verbal identity to establish a cohesive and impactful brand presence that drives success.

A rebrand isn’t a one-size-fits-all business solution. It’s a good idea to understand the different types and depths of rebranding strategies to pick the one that’s best for your business:

• Partial rebrand (brand refresh): updates visual elements such as logo design, color palette, and marketing materials to modernize the brand and maintain relevance with current and potential customers without altering the core brand values.
• Full rebrand: involves a complete overhaul of the brand’s identity, including brand strategy, visual identity, and verbal identity. It might even involve renaming the brand. A full rebrand is best when a company significantly changes direction or product offerings; it is also used when a company needs to recover from negative market perceptions.
• Brand merger: occurs when two companies merge or one acquires another, necessitating a unified brand identity that reflects the combined strengths and market positioning of both entities.
• Niche rebrand: narrows a brand’s target audience to specialize in a particular area, distinguishing itself from competitors and establishing expertise.
• Repositioning rebrand: involves altering the brand strategy and marketing strategies to shift how the brand is viewed in the competitive market, often to tap into new customer bases or refresh the brand’s market positioning.

Product or service expansion rebrand: expands the brand identity kit to include new products or services. This is often used when a company extends in a new direction and requires tactful identity expansion.

Before talking to a branding agency, it’s a good idea to have a clear picture of what your business is and where you want it to go. Here’s a handy checklist of important questions to ask:

• Why are we rebranding? Make sure the goals and timing of your rebrand are clearly defined and justifiable.
• Who are we? Determine what qualities define your current brand and how consumers perceive you.
• Where do we want to be in a couple of years? Define the metrics that will be used to prove your rebranding success.
• Who is our audience? Beyond thinking about how customers perceive your brand, collect information on who your customers actually are to align rebranding projects with your customer base.
• Who are our competitors? Use market research to understand your competitors: who they are, where you stand in relation to them, and what they do that you don’t.
• What do we want to change? Determine the specific branding elements you’d like to change (logo, typography, style guide, color palette, ect.).

It’s a good idea to have rough answers to these questions before beginning a rebrand, but if you’re stuck, no worries: we’ll help you fill in all the details, guide you through the process, and make sure you know what to do after rebranding.

If you’re ready for a rebrand, we’re ready too. Get in touch with us, and let’s get creative.

Certain pitfalls can undermine the rebranding efforts. When it’s time for a rebrand, don’t do these:

• Ignore customer feedback. If you fail to consider the consumer insights and preferences of your current customer base, it can lead to a rebrand that doesn’t resonate.
• Apply inconsistent branding. Not applying the new brand identity uniformly across all marketing materials and digital products can confuse customers and dilute the brand’s impact.
• Neglect internal communication. Mixed messages and a lack of cohesion can result when organizations fail to properly rally their marketing team behind a rebrand.
• Overlook digital strategy. Not integrating the rebrand into your digital strategy can result in missed opportunities for customer engagement and business growth.
• Rush the launch. A good rebrand requires time and understanding. A rushed launch can lead to lackluster reception and poor customer understanding.
• Forget to update collateral. Don’t forget about updating business cards, brochures, and other branding elements with the updated visual identity or you’ll end up projecting a mixed brand message.

If you’re considering a rebrand, let Anthem Branding guide you through the process. We’ll help you avoid the above pitfalls and release an awesome rebrand that will wow your target audience and enhance the customer experience.

Here are key indicators that suggest it might be time for a rebrand:

• Your offering has changed
• Your audience has shifted
• You look like your competitors
• You’re attracting the wrong customers
• Your branding is outdated
• You’ve undergone a merger or acquisition
• You want a market reposition
• Your business model or vision has shifted
• Your legal context has changed

Rebranding agencies can be costly since they offer specialized expertise in brand strategy, design, and marketing. The rebranding process is comprehensive, often including extensive research, strategy development, visual identity creation, and the production of marketing collateral. 

Complexity also drives up the cost of rebranding services, as larger and more intricate organizations require more in-depth research and a greater number of deliverables. Indirect costs, such as lost productivity and the need to discount inventory during the transition, further contribute to the overall expense.

Businesses that undergo successful rebranding generally see increased brand awareness, market share, process optimization, and profit.