Rebranding is the process of repositioning an established brand. Optimally, it results in a more successful brand image. The rebranding process can range from small changes to the colour scheme to a complete reorientation of the brand. To help you get started, we've outlined five steps to help you plan your rebranding.

1. Successful
rebranding
in five steps

2. What is
rebranding?
The repositioning of a brand with
the goal of changing the public's
perception of the brand.
This involves redefining and
repositioning the brand image by
changing the brand's look and feel.
The brand name, logo, design, or even
the entire brand concept may be
adjusted.

3. ▪ Realignment of the brand
▪ Product line change or expansion
▪ Internationalization
▪ Negative feedback or image
▪ No differentiation from competitors
▪ USP is diluted
▪ Mergers & Acquisitions
▪ Adapting to market dynamics
Reasons for
rebranding

4. Before you begin
the rebranding process,…
▪ Timing of the rebranding
▪ Internal resources and capabilities
▪ Future changes that may affect
branding
▪ Available budget
▪ Support from an external
service provider
▪ Key success factors
…consider and evaluate the following factors:

5. Analysis Planning
Roll-out Briefing Design

6. ▪ Evaluate existing brand and design
elements: What worked well, what
didn’t?
▪ What are the needs of stakeholders
and shareholders?
▪ Consider your product range and
potential future changes.
▪ Analyze the market, competition, and
current trends.
Pro tip: If necessary, perform a SWOT
analysis or use the Business Model
Canvas method.
Analysis

7. ▪ Define the planning horizon based
on the scope of the rebrand.
▪ What do you want to achieve with
the rebrand? What values should
the brand convey in the future?
Develop the new brand identity.
▪ Consider the actions needed to
achieve the new brand identity.
Pro tip: Don't lose sight of your
company's mission, vision, and values.
Planning

8. ▪ Develop the new corporate design or
make changes to the existing corporate
design.
▪ Hire internal or external designers.
▪ Document the new design and update
your design guidelines.
Pro tip: The new design affects all content
that is communicated internally and
externally, such as graphics, templates,
business cards, presentations, videos,
brochures, signatures, etc.
Design

9. ▪ Inform all employees about the
significant changes before you
communicate the results to the
public.
▪ Employees who are in contact
with customers and business
partners play an important role
in communicating the brand.
They need to be prepared for
possible feedback.
Briefing

10. ▪ Go live with all changes and
launch the corporate design.
▪ Communicate your rebranding
across all channels, such as social
media, website, newsletters, and
more.
Pro tip: After the rebranding is before
the rebranding! Keep an eye on your
success factors, validate your results
and make adjustments if necessary.
Roll-out