What is Branding? The Essentials

Ուղղեք ցանկացած հարց, և մենք սիրով կպատասխանենք ձեզ մեկ օրվա ընթացքում, ինչպես նաև կօգնենք ընտրել համապատասխան դասընթացը

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What is rebranding? The essentials

It’s not easy to stay relevant and memorable for years since a brand’s founding, which is why many companies turn to rebranding. Let’s dive into this topic.

The idea behind rebranding is to create a new identity for a brand in order to stand out from its competitors in the market and make a lasting impression in consumers' minds.

Rebranding is the process of changing a company’s commercial image. It involves the development of a marketing strategy to change the name, logo, or design of an already established brand.

For any business, it’s a real challenge to remain fresh, relevant, and inspiring for years after its creation.

Take Dunkin’ Donuts as an example, which was founded in 1973. Recently, the company shifted its focus more towards coffee. As a result of rebranding, it simply removed the word "Donuts" from its name, giving its expanding business a completely new meaning.

Quality rebranding means reinterpreting the company’s values and vision, redefining the target audience, and reconstructing the brand's identity from the ground up.

Rebranding was truly necessary and came at the right time. Over the years, Dunkin’s consumer preferences and style had, of course, changed—around 50 years had passed since the brand was founded. Therefore, Dunkin’ needed to either grow alongside its consumers or face the risk of falling behind in the market.

Rebranding can have a very positive impact on your brand’s performance, expand product circulation, or attract new consumers. However, this process isn't limited to just changing the logo and posting it on the brand’s website.

So, what’s needed for effective rebranding?
If you examine successful global rebranding examples, you’ll notice certain similarities, regardless of the business sector. The most important tips that you can take from successful brands to boost your own business are listed below:

In all cases, your target audience and their needs should be at the forefront of your strategy. What tastes and preferences do your consumers have? What inspires them? What kind of website would they like to see and use to maintain their connection with your brand, and so on?

An important achievement will also be uncovering your consumers' preferences that are not related to the brand itself. What desires do consumers have beyond your products or services? What interests them the most? Revealing internal beliefs and what’s known as insight will allow you to generate new ideas for reinterpreting the brand story and conducting rebranding that truly resonates with and adds value to your target audience.

As mentioned earlier, rebranding is more than just changing the logo and posting it on the website. Rebranding is about creating a new identity, after which you need to ensure that every website, every piece of content, graphic, and advertisement associated with the brand is updated and aligns with this new identity.

In general, and especially in the case of rebranding, the importance of a Brand Guideline increases for developing a unified concept. The brand must ensure that every employee is equipped with a clear toolkit, one that fully aligns with the new business perspectives and vision when creating content or any other output.

Ultimately, a rebranding strategy can be an exciting experiment and an effective opportunity to delight loyal customers while also attracting new consumers and increasing market share.

Take advantage of these tips, follow the successful examples of global brands, and create your brand's new perspective toward a New Reality.