A rebranding strategy is implemented when a company wants to change its image and the perception that its stakeholders have of it.
This need can arise from various causes, in particular there are two different types of rebranding :
- Proactive : when the company decides to make changes to the brand image to improve it, “rejuvenate” it, to innovate and therefore to grow;
- Reactive : occurs following an event such as a merger, a change in the market, a corporate scandal, a reputational crisis, legal problems, the introduction of new products, a change in the target, etc…
Rebranding can also be evolutionary or revolutionary: in the first case it involves less obvious changes, in the second we talk about radical change .
why it may be necessary for companies
When you have a clear understanding of the objectives you want to achieve with the rebranding, it is important to define a precise strategy, give yourself timescales and carefully plan the phases to follow. This step is necessary to avoid improvisation. During this phase it is a good idea to carefully evaluate what the right time might be to communicate the change to all stakeholders and also how you want to officially announce it; you can also choose whether you want to communicate it gradually or with a surprise effect.
Planning the actions to be carried out
During the rebranding phase, you must ensure that you do not leave anything out and that you leave nothing to chance. Everything must be studied down to the smallest detail, from the logo, to the slogan, to the tone of voice, to online and offline communication. Everything must be absolutely consistent to avoid worsening your brand reputation or confusing customers.