What is Rebranding?
Rebranding, an initiative usually undertaken by marketing, is the process of updating or changing a brands look and feel, their identity.
There is no set rules when it comes to rebranding. It have be an extensive or as minimal as needed. It may be a logo refresh or a complete rebrand including logos, colours, fonts and tone of voice.
Why would a company rebrand?
A company may rebrand to change how consumers perceive them in the market or that their brand has become dated by modern standards.
A rebrand might be triggered by an acquisition. A purchasing company may look to rebrand an acquisition to fit into their brand family. To maintain consistency.
A rebrand is usually an extensive and expensive activity. However, the investment to pay off as a successful rebrand can reach a wider or even a new target market. It could lead to increased market share and recognition.
When a rebrand has completed. A company will need to produce new brand guidelines and have a place to store all their new brand assets and so may opt to adopt a Digital Asset Management platform.