Published On: Mon, Jul 15th, 2013

Rebranding: What It Means And How To Do It

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Businesses sometimes have to take a step back and admit their brand needs a little help.  When this happens, businesses have the option to rebrand themselves and start over fresh.  Rebranding is a way for a business to update its look and attract more customers while continuing to cater to its existing customer base.

When a business chooses to rebrand, it means that the business will undergo a lot of change.  As Business Insider said, “A successful campaign requires more than a revamped logo. It demands a vision that inspires customers, investors, and others to see the company in a new light.” Rebranding means that more than just the design or colors will change; it means that the whole environment of the business will change.

Rescue a CEO asked some successful entrepreneurs what needs to happened in order to make a rebranding campaign successful.  They suggested rebranding through design as most customers are visual and remember brands which have great branding through their logos, colors, etc.  It is also helpful to create a strong idea of where the brand will be going before starting.  Without a clear plan, it can be disastrous after starting to have to back track on a rebranding campaign.  A final suggestion is to announce the change.  Customers don’t like to be caught off guard and rebranding can be enough to make loyal customers leave if they don’t receive a warning first.

One company that has very good branding is 12 Palms Treatment Center.  Currently, they cater to people with addictions that want a personalized touch in an environment other than that of a hospital.  Their brand is there to remind people that going to a 12 Palms is more like a vacation than that of a rehab center.  They have done a great job of making rehab seem less scary and more comfortable.

Empire CAT Construction is a family owned company that has been handed down through the generations.  Their branding reflects the foundation that they have come from and the core values they hold are obvious building blocks to their brand.  Empire-CAT shows they value the safety for their customers as well as the ability to provide them with outstanding construction equipment to help them get the job done.

Rebranding can be a tricky business and there are a few things that can lead a business down the wrong track.  According to ReBrand, a rebranding agency, businesses should avoid clinging to traditions and hire someone who doesn’t regularly work within the business’s industry so they can get a fresh perspective of what needs to happen with their brand.  It is also a good idea to do a lot of research before starting and imagine how customers will feel and react to a business’s rebranding campaigns.  Finally it’s advised that businesses hire a consulting firm, but also stand their ground and not get strong-armed into doing something with their brand they don’t want to.

Obviously rebranding is not something that is an easy task.  Taking a brand and creating a new spin on it while attempting to keep customers happy is a tricky thing to do.  With proper planning and avoidance of common mistakes, rebranding can be a useful thing for businesses to consider if their brand needs a little updating.

About the author: Courtney Gordner is a blogger/journalist with a passion for writing and the latest trends online. You can read more from her on her own blog or connect with  her on Google+

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