What Is The Purpose of Rebranding?

The purpose of rebranding is in one sense easily expressed: it is to give the corporate image of a business – the public face a company uses to communicate with its customers – a facelift. 

This might mean a new logo, a new set of colourways, or a fresh approach to graphic design. Whatever the precise changes it enacts, a rebranding shifts a company’s visual profile in ways that align with the wider aims of its strategic comms strategy.

It is in that alignment where rebranding gets interesting, then – because designing a new logo or giving a website a new look isn’t really the purpose of a rebranding. The redesign process is how the goals of rebranding are met, but the real aims are linked to how a business relates to its clients.

Of course, you can contact us today to discuss whether rebranding is right for you – but, if you’re curious, read on to learn a little bit more about the process and its principles.

Why Rebranding Is Important

First and foremost, the purpose of rebranding is to refine and enhance that relationship – with existing users and potential leads alike. Naturally, all businesses should monitor their communications as a matter of course. If, over time, consistent issues are identified in how a comms strategy is failing to engage, however, that can indicate it’s time for a rebrand.

Does a particular business’s logo speak to its target audience? Does its strapline? Are its values and markets appropriately expressed in its choices of colours, typefaces, imagery and copy? These questions are critical – and a rebranding is how business that fall short begin to make up the difference between their present image … and where they want to be.

Why Do Companies Rebrand Themselves?

There are all sorts of reasons to rebrand, of course, and it’s important to recognise that all rebrandings are different. At Squibble, we approach every rebrand as its own thing – there are no hard-and-fast rules, and the best rebranding exercises approach every organisation on its own terms.

As a general principle, however, there are broadly two kinds of rebrand: proactive and reactive. The first is, if you like, the “positive” kind: a company spots an opportunity to grow or expand, and shifts its public profile in order to move into new markets, reconnect with customers or innovate with new projects.

The second kind of rebrand is reactive. This isn’t a “negative” kind of rebrand – there’s no such thing! – but it is undeniably the sort that companies can experience as more of a necessity than an opportunity.  For example, an organisation that has recently merged with or been taken over by another might rebrand; a company that has retired a product or service might do likewise. But reactive rebranding, too, is an opportunity – and, when done right, can just as easily open up new markets as the proactive kind.

What To Think About When Rebranding

Rebranding organisations shouldn’t start with a clean slate. The best rebrandings build on what has gone before: while a brand may not be performing optimally, it might still have captured the loyalty of a cohort of customers, and it’s important to acknowledge that.

The best rebrandings, then, consider what had changed in the market landscape since the last branding exercise. Rebranding can then apply these lessons to the existing image, and either tweak or radically overhaul everything from company ident to its tone of voice. The key at all times is to understand what the rebranding is trying to achieve in terms of that company-client relationship – everything follows from that guiding purpose.

How Does Rebranding Affect a Company?

The take-home here is that the purpose of rebranding is to alter in a significant way how an organisation communicates. A rebrand can improve, enhance or expand the relationships a business has with its customers and clients – by changing the face that it presents to the world in response to changing external factors.

Organisations that undertake this process in a smart, strategic way can achieve serious return on investment – and, ultimately, improved revenue is the real purpose of every rebranding.


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