When do you need Rebranding?
Pepper design

When do you need Rebranding?

Mg. Alejandro Villalta. Chief Branding Officer-Co Founder de Pepper Design & Branding. Master en Comercio Exterior- Universidad Carlos III de Madrid.
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Before starting I would like to define “rebranding”. It can be a simple brand refresh or also a marketing strategy in which a new brand personality is created, from redefining a name, logo, concept or the combination of any of the previous elements, in order to develop a new concept of an already existing brand.


Before starting I would like to define “rebranding”. It can be a simple brand refresh or also a marketing strategy in which a new brand personality is created, from redefining a name, logo, concept or the combination of any of the previous elements, in order to develop a new concept of an already existing brand.

But when do you really need rebranding? Trends are changing year by year and a rebranding could be implemented in case the trend with which the brand was initially created is already very old-fashioned. When a brand feels outdated or its competitors seem to be more in fashion, it is necessary to do a rebranding, this specifically is related with a sales downfall. However, if a brand is created in a timeless manner, it is not going to be based on a fashion trend and its image can easily survive for years or decades, rebranding would take place when sales are affected, customers reject it or when competitors are copying it. In these cases a rebranding would be applied. It would need a re-evaluation of the brand's personality, a new concept and a refreshing of colors and typographies to be able to look younger.

For example,a brand refresh would be like this:  Coca-Cola over the years has had between 8 and 10 logo refreshments but its essence and typography have not experienced major changes. In this case the changes have  modified and reinforced the personality and identity of the brand, always maintaining the characteristic red color which everybody recognizes.

An aspect to take into account when doing a rebranding is when giving a complete turn to the concept of the brand. For example, a brand that used to sell only pizzas and wants to expand its products by offering hamburgers, chicken, etc; Has to do a rebranding because the concept is now different and there has to be a change in the name and graphic line so that consumers can understand at first sight what the brand does or sells. 

There are many more reasons why it is necessary to do a rebranding such as the merger of two companies, or when there are several competitors in the market that have imitated the leader and the market is saturated with very similar brands. However, it is not written when to do a brand refresh or a rebranding, as we mentioned before, it will depend on the need that each brand has.

If you want to know more about rebranding, visit www.pepper-design.net call us at (503) 21328888 or write to our social networks. 
 

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