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Successful
rebranding
in five steps
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.
▪ 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
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:
Analysis Planning
Roll-out Briefing Design
▪ 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
▪ 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
▪ 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
▪ 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
▪ 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
Successful rebranding in five steps

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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:
  • 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