[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-rebranding":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",28603,{"id":24,"name":25},"author-0301142015","Canto","2021-01-28T08:17:44","2026-07-22T15:58:55","Rebranding guide: How to evaluate brand marketing strategy and execute a successful rebrand","rebranding","Combat mediocrity: A guide to rebranding in 2021","Rebranding boosts brands by creating exciting new values while keeping up with modern realities and preventing stagnation. Learn more here.","What is rebranding? Rebranding is the process of reshaping how an organization is perceived by updating its visual identity, messaging, values, or positioning. It goes beyond cosmetic changes to reflect a meaningful shift in how a brand wants to be experienced by its audience. Successful rebranding is rooted in strong brand management, the continuous practice […]","What is rebranding? Rebranding is the process of reshaping how an organization is perceived by updating its visual identity, messaging,...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-rebranding\">What is rebranding?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Rebranding is the process of reshaping how an organization is perceived by updating its \u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">visual identity\u003C\u002Fa>, messaging, values, or positioning. It goes beyond cosmetic changes to reflect a meaningful shift in how a brand wants to be experienced by its audience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Successful rebranding is rooted in strong \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">brand management\u003C\u002Fa>, the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Rebranding is often confused with a short-term change of visual elements. Even though changing a logo or company name is a part of the process, it doesn’t represent a complete rebranding.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190801\u002Frebranding-55.jpg\" alt=\"Different colored envelopes.\" class=\"wp-image-48980\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190801\u002Frebranding-55.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190801\u002Frebranding-55-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190801\u002Frebranding-55-768x513.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If a brand changes their color scheme from red to blue, this signifies a minor change for customers. Furthermore, it lacks the comprehensive, deep-rooted qualities of a rebranding.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Much more than a new aesthetic, a rebrand inspires new values, concepts and confidence in audiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you know what a rebrand is (and what it isn’t), let’s make sure you understand why it’s so important.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--some-common-and-some-not-so-common-rebranding-benefits\">Some common (and some not-so-common) rebranding benefits\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>In this digital age with its speed of change, any brand that refuses to ‎innovate will die.\u003C\u002Fem>” – Bernard Kelvin Clive\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are some basic, fundamental benefits that come with an effective rebranding included in this list. I also incorporated lesser-known positives to expand your idea of what a good rebranding can help you accomplish.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Brings contemporary style to your brand\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">When people hear the word ‘style’, they assume it’s referring to some type of visual aspect. However, in this case, it’s much more than that.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-43.jpg\" alt=\"A color scheme magnified.\" class=\"wp-image-46298\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-43.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-43-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">First, let’s explain the common issues brands have over time. Almost certainly you are bound to become antiquated, in some way, as a brand. Sometimes it happens overnight, other times it takes years.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whatever the case, it’s going to happen. Your brand is going to lack a modern touch and style. This is why a rebranding can be so helpful. Audiences expect brands to stay current with modern challenges.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Occasionally, overhauling visual branding elements fixes this lack of modernity. However, this is only part of the equation. Rebranding not only brings a contemporary style to visuals, but also to messaging, brand voice, advertisements and more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Imagine the impact a rebranding can have if it creates a more vibrant, evolved style.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Sparks separation from the competition\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">There’s a good chance you have a good idea of who your competitors are. You’re likely aware of how successful they are at the things they do.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Sometimes, it seems like no matter what we do as a brand, we can’t find a way to break free from the pack and stand out.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-52.jpg\" alt=\"A businessperson wearing boxing gloves.\" class=\"wp-image-46301\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-52.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-52-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\u002F\">Brand differentiation\u003C\u002Fa> is one area where rebranding changes a company’s outlook. Whether your brand is too similar to its competitors, or whether it isn’t outperforming the competition, rebranding gives you a chance to fix both issues.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s fair to say that a rebranding helps audiences see a specific brand in a whole new light. If it’s hard for customers to tell your brand apart from a direct competitor, imagine the positive impact you’ll receive by creating a whole new image.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Expands your potential target market\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Let’s face it: our target market is a dynamic group that can change at any moment. Sure, we can get a general handle on who we want to target, but there are often undiscovered groups to find.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Part of bringing in these new audiences is the analyzation and research process. If we look for them, we may find them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, part of expanding our market comes from a rebrand. If there’s a group we believe would enjoy our company’s products if we updated our values, style and visual elements, this could be highly beneficial.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-53.jpg\" alt=\"An infographic about loyalty programs.\" class=\"wp-image-48988\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-53.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-53-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There are limitations – we can’t create \u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\u002F\">brand loyalty\u003C\u002Fa> in every market out there – but these limitations should be pushed to their absolute brink to give us the widest audience range possible.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Breaks the chains of the mundane\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">There is a huge difference between rebranding to avoid stagnation vs. rebranding out of fatigue, monotony or indifference. Make sure you’re doing it for the right reasons.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Sometimes, a brand can get into a rut. Team members lose enthusiasm, audience interest wanes and things begin to stagnate. A big change at this point can reinvigorate your brand and break you free from the mundane.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-54.jpg\" alt=\"Chains breaking apart.\" class=\"wp-image-46303\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-54.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191547\u002Frebranding-54-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">With an effective rebranding, there are new, exciting vibes of energy that shine through in campaigns and projects. This makes a huge difference for a brand’s overall outlook.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Remember that this is a potential positive benefit of a rebrand, not a reason to do one.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Dials back creative restrictions\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Creativity involves breaking out of expected patterns in order to look at things in a different way\u003C\u002Fem>.” – Edward De Bono\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We don’t always realize it, but a lot of creativity is curbed by our branding. Sometimes this is an acceptable result, other times it needs a few tweaks to make it right.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-56.jpg\" alt=\"A painter showing colorful creativity.\" class=\"wp-image-48991\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-56.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-56-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Recognize that our brand and all its elements, such as logos, style, colors, tone, messaging and more can act as a handcuff to creativity. This happens because of restrictive values and traditional language that isn’t as relevant anymore.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Rebranding acts as a way to free creativity, updating different brand elements in a manner that allows for all types of projects and campaigns to fully express new ideas.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you see some different ways rebranding can be beneficial, let’s determine when to do it.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--when-should-we-undertake-a-rebranding\">When should we undertake a rebranding?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Rebranding is a necessary part of business, but that doesn’t mean we should do it every so often just because. Instead, we need some concrete reasons laid out before even considering such a vital change.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are the main reasons to rebrand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Your brand values have become a hindrance\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">First things first: a lot of times, updating or changing your brand values is a huge part of a rebrand. Other times, they stay completely the same.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When in the midst of a rebrand, values may change. Most everything else needs to be updated to reflect these changes.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-57.jpg\" alt=\"Blue and white text that reads 'update'.\" class=\"wp-image-48993\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-57.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-57-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">So, why would your values be hurting your brand? It’s possible that times have changed, leaving your values lagging behind. It’s also possible that your brand has transformed, doing new things and needing new values to support this transformation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When your values are a hindrance or even just not aligned with current brand requirements, they need to be addressed.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">You’re targeting new markets\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">This doesn’t require a massive overhaul to accomplish. In fact, a few key decisions during the process are enough to succeed.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As time goes on, new markets emerge and leave brands scrambling for ideas on how to reach them. At some point, it becomes clear that the status quo is not the solution.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, a lot of research about demographics shows that different generations prefer a variety of things and require separate values from brands. Sometimes, this is irrelevant to certain brands. Other times, they are directly impacted.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-58.jpg\" alt=\"People on a crosswalk.\" class=\"wp-image-48995\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-58.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190759\u002Frebranding-58-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If a certain age group is too young to be a consumer of a brand’s products, they are disregarded from their focus. However, time changes everything, and these ages may eventually make up a large part of your market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When this is the case, a rebranding is the only difference between your brand reaching this new market or your competitors scooping them up first.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">You’re facing new industry developments\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">New developments in your industry force your hand. This comes about in different ways.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">First, it’s entirely possible for consumer preferences to dictate the change.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If, for example, people no longer want sugar in soda, a soda company might need a rebrand to update its stance. Failing to do so may result in competitors passing it by.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191546\u002Frebranding-44.jpg\" alt=\"A sugar cube-filled soda.\" class=\"wp-image-46307\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191546\u002Frebranding-44.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191546\u002Frebranding-44-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Second, industry developments that cause a rebrand may also be related to new tech. If your competitors are able to offer new technology and you can’t, it could be disastrous.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s best to get out ahead of these industry disruptions by implementing new methods into your process. Doing so makes your brand a leader on the forefront of change.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you’re familiar with when to rebrand, it’s important to understand how big of a rebrand you should make.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--how-big-of-an-overhaul-should-your-rebranding-be\">How big of an overhaul should your rebranding be?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s always a big \u003Cem>deal\u003C\u002Fem> when you decide to rebrand. However, it’s not always a big \u003Cem>ordeal\u003C\u002Fem>. You might need a complete overhaul or you could just need to touch a few things up here and there.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s important to understand the risks of a drastic rebrand before making any decisions. Here’s a breakdown of the different options.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">When is a minor rebranding ideal?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A smaller-scale rebrand makes sense when things are going well but there’s room for improvement.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-59.jpg\" alt=\"A neon sign that reads 'change'.\" class=\"wp-image-48997\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-59.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-59-450x253.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-59-768x432.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A smaller change focuses on visual elements, rather than a comprehensive disruption to values, ideals, etc.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Also, a successful brand with a longstanding history may take a minor approach to rebranding in order to maintain the relationship built with its audience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">When is a more comprehensive rebranding superior?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A total rebrand indicates something big needs to change. This includes things like brand values, ideals, product updates, revamped services and more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Some common reasons for massive updates are an expansion to international markets, an extensive merger or a failing brand overall.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Expanding globally requires a big update in order to connect with completely different markets. Mergers require a drastic rebrand because it’s confusing to customers to have co-existing brands as one.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-60.jpg\" alt=\"Blocks that read 'growth'.\" class=\"wp-image-48999\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-60.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-60-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-60-768x512.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A comprehensive rebranding doesn’t mean you’ll be changing 100% of your branding elements. Though this is technically possible, it just isn’t very realistic or effective. Aim high but keep it realistic.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once you’ve decided whether you need a comprehensive rebrand or a minor touch-up, it’s time to begin the rebranding process.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--3-rebranding-process-requirements\">3 rebranding process requirements\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">There are some simple rules and necessities to follow in order to have a successful rebrand. I’ve listed three that are crucial to take into account.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Take a comprehensive approach\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Growth is never by mere chance; it is the result of forces working together\u003C\u002Fem>.” -James Cash Penney\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Rebranding extends further than redesigning a logo, adding a color scheme or updating a website. Think about how your brand functions as a whole, rather than a few individual parts, and you’ll understand why a comprehensive approach is vital.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This means that a detailed strategy should be put into place for each new area and element affected. Furthermore, this plan should reach all different platforms and places your brand exists. This includes both digital and physical spaces.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-61.jpg\" alt=\"A hand moving chess pieces.\" class=\"wp-image-49001\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-61.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190758\u002Frebranding-61-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A comprehensive approach means that everything is synced and working in unison during the process to accomplish a similar goal. It doesn’t mean that in order to rebrand, every single element needs a rework.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In fact, sometimes this idea could send the wrong message. A comprehensive approach prevents small brand inconsistencies.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Evaluate your current branding\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">This part of the process is crucial! If you don’t make a sincere effort to evaluate your current branding, it could be devastating.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This research must include detailed insight into what types of things are working and still fit the new vision, and also what types of things need to go.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-62.jpg\" alt=\"A team of workers researching graphs.\" class=\"wp-image-49003\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-62.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-62-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Don’t make the mistake of thinking a rebranding has to completely erase the past or make a brand unrecognizable. There are going to be elements that are working well and need to be preserved.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Keeping some things and getting rid of\u002Fchanging others is key to a successful rebrand. This is why a detailed evaluation is a must before making big decisions in the process.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Research your rivals\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One of the underrated keys to a successful rebrand is the process of gathering information. This includes analyzing the market, but more importantly, it involves finding key details out about the competition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Just as we don’t want to discard elements that are working well, we shouldn’t ignore branding efforts of our competitors if they’re working well for them.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-63.jpg\" alt=\"Three different people moving large shape structures.\" class=\"wp-image-49005\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-63.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-63-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This research gives us insight into what types of branding will come about in the future and how our direct competition will manage it. The more information we have about the market, and more specifically, our competition, the better chance we’ll have at an effective rebrand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you follow the above suggestions, everything will fall into place. In order to make sure you go above and beyond, I’m going to give some tips that many brands fail to follow.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--key-rebranding-tips-to-guide-you\">Key rebranding tips to guide you\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">At this point, you’ve got a good amount of information and are ready to lay out a detailed blueprint to an effective rebranding. However, we want to inspire and revolutionize our brand, not just change it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Therefore, I detailed some dynamic ways to give your rebranding some extra luster.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Tips to spice up your slogan\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Many times, a brand slogan is a big part of a rebranding process. This occurs when it no longer fits any of the values associated with the brand. It also is required when a rebrand makes the slogan weaker or misaligned.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, even if your rebrand doesn’t require a slogan update, it should at least be looked at and evaluated just in case.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190801\u002Frebranding-51.jpg\" alt=\"An infographic about brand slogans.\" class=\"wp-image-48982\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190801\u002Frebranding-51.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190801\u002Frebranding-51-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If you do end up revamping the slogan, here are some important factors to consider. First, remember that it should be used to showcase an important benefit or feature you offer. Get creative and make it subtle. Anything too on-the-nose can be a little flat.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, consider how it draws a line between you and the competition. Does it say something about you that no other brands could claim for their own? Finally, keep it short, simple and genuine. You don’t want a complex slogan that has audiences scratching their heads.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here’s an example of a popular slogan that demonstrates the importance of this process: ‘\u003Ca href=\"https:\u002F\u002Fwww.creativereview.co.uk\u002Fevery-little-helps\u002F\" target=\"_blank\" rel=\"noopener\">Every Little helps\u003C\u002Fa>’ (from popular UK brand, Tesco). Notice how punchy this phrase is? It wastes no time getting to the point.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191546\u002Frebranding-41.jpg\" alt=\"The Tesco brand slogan.\" class=\"wp-image-46311\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191546\u002Frebranding-41.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191546\u002Frebranding-41-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It’s also easy to follow yet complex and poetic enough to get audiences thinking about what Tesco encompasses.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lastly, it suggests that Tesco offers certain valuable services to customers. Use this type of example as a baseline when reworking your own slogan.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Real ways to revitalize visual elements\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Whether you’re making a minor tweak to a logo or creating a new color scheme, visual element changes present unique challenges.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Luckily, it’s easy to overcome these issues by focusing on your overall branding and applying what you learn to the visual parts. Here’s a breakdown of the more common visual element changes you might undertake.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Logo\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Most people think of a logo when they hear the word ‘rebrand’. This is because the logo is front and center. It also represents so much and elicits strong feelings one way or the other about the brand it belongs to.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When changing your logo, consider what works and what doesn’t with the current one. Next, determine the reasons you’re making a change. For example, if you’re in need of a more modern look, you might keep a digital representation while discarding a traditional aspect.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whatever you decide to do with the logo, don’t overwhelm your audiences visually. Make it creative yet simple. If there’s text, consider how the font is working. If there are colors, evaluate their efficacy as well.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Color scheme\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Scientifically speaking, \u003Ca href=\"https:\u002F\u002Fwww.verywellmind.com\u002Fcolor-psychology-2795824\" target=\"_blank\" rel=\"noopener\">colors are responsible for drawing out different emotions\u003C\u002Fa> and feelings. Even if it’s only a slight effect, this psychological impact cannot be ignored.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-54.jpg\" alt=\"An infographic about color in logos.\" class=\"wp-image-48984\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-54.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-54-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If your current color scheme is giving off the wrong vibe, consider changing it up. If blue is too calming for the way your brand operates, switch to a less “warm” color scheme.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If your red is too intrusive and hostile, switch to warmer colors that are more calming.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-53.jpg\" alt=\"Smiley-faced balloons.\" class=\"wp-image-46313\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-53.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-53-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Finally, keep in mind that colors change based on our environment and evolving tech. \u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What once was red might be green if everyone begins wearing yellow-tinted glasses while working on a computer or smartphone. Prepare for this possibility.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">A helpful hint to standardize consistency\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A branding guide, style guide and brand-wide commitment contribute to a successful rebrand through \u003Ca href=\"\u002Fblog\u002Fbrand-consistency\u002F\">brand consistency\u003C\u002Fa>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-52.jpg\" alt=\"An infographic about uniformity.\" class=\"wp-image-48986\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-52.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190800\u002Frebranding-52-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Outside of these, there is also the power of collaboration. If you’re able to create a collaborative system, consistency is certain to follow.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This includes getting valuable input from all company departments and even customers. The more collaborative the effort, the better the chance consistency will be standardized throughout.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--examples-that-make-a-good-case-for-rebranding\">Examples that make a good case for rebranding\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s not always easy to commit to a rebrand, even if it’s minor. It helps to look at success stories in order to get a read on how others before you managed. Here are some powerful rebranding efforts:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. McDonald’s\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">McDonald’s has been a staple in the fast food industry since its inception, offering cheap and quick meals that are family-convenient. Their rebranding was likely the result of outside pressures, as well as changing societal norms.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why they rebranded:\u003C\u002Fstrong> For many years, McDonald’s was vilified in the media as being responsible for unhealthy eating habits of its customers. Fair or not, a \u003Ca href=\"https:\u002F\u002Fwww.cbsnews.com\u002Fnews\u002Fmcdonalds-scrapping-supersize\u002F\" target=\"_blank\" rel=\"noopener\">popular documentary\u003C\u002Fa> targeting the unhealthy nature of fast food mostly targeted McDonald’s, likely due to its huge success in the industry.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Combating these allegations with a complete rebranding seemed like the best option, since ignoring this expanding media craze didn’t seem viable.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What they did:\u003C\u002Fstrong> McDonald’s began by revamping their menu. They not only added items, but they also changed some language and subtracted items.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191543\u002Frebranding-48.jpg\" alt=\"The McDonald's stores remodeled.\" class=\"wp-image-46324\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191543\u002Frebranding-48.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191543\u002Frebranding-48-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Their trademark ‘supersize’ option was no more, as a result. They also provided a lot of alternative new food choices, meant to make meals nutritionally complete.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This meant that their traditional menu was completely revamped, adding things like salads, fruit and milk.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They also restructured the physical natures of their restaurants, modernizing them while moving away from the ‘cafeteria-style’ feeling they once had.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Target\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Target decided, after being a discount store brand for many years, that they could have their cake and eat it too. This resulted in a rebranding that mixed quality with low-pricing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why they rebranded:\u003C\u002Fstrong> Target’s stores were at one point seen on the same level as their competitors in terms of quality. That is to say, similar brands like Walmart, etc. were perceived to be roughly equal.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The obvious reason for rebranding, then, was to separate themselves from their direct competitors. They needed to position themselves as a brand that is of a higher quality overall.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What they did:\u003C\u002Fstrong> Target’s rebranding was comprehensive, resulting in drastic changes to their advertisements, store structures and products.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191544\u002Frebranding-42.jpg\" alt=\"The Target stores remodeled.\" class=\"wp-image-46322\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191544\u002Frebranding-42.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191544\u002Frebranding-42-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Though not a fancy department store, they attempted to sell some of the \u003Ca href=\"https:\u002F\u002Fwww.modernretail.co\u002Fretailers\u002Fwhy-targets-new-private-label-brand-represents-a-grocery-strategy-shift\u002F\" target=\"_blank\" rel=\"noopener\">higher-end products\u003C\u002Fa> and designer brands. They also made sure the atmosphere in their company stores gave off a better vibe than their competitors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Their advertisements targeted a wider market and sold the idea that shopping at Target was now an extravagant thing to do.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. CVS Health\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">CVS Health is an American healthcare company that aims to use modern technology in order to make staying healthy convenient.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why they rebranded:\u003C\u002Fstrong> Sometimes, a brand needs some skeptical analysis in order to make progress. For CVS, this resulted in a rebranding that re-emphasized brand values and made up for past mistakes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One of the brand’s major services, CVS Pharmacy, had seemingly gone against the health-focused ideals CVS promoted by selling tobacco products at their locations.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Getting a medical prescription and tobacco in the same location made CVS question whether it was doing a disservice to customers and the brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What they did:\u003C\u002Fstrong> CVS first decided they needed to put a \u003Ca href=\"https:\u002F\u002Fwww.healthleadersmedia.com\u002Fstrategy\u002Fbehind-cvs-health-rebranding-strategy\" target=\"_blank\" rel=\"noopener\">greater focus onto their commitment\u003C\u002Fa> to health. They did so by adding to their logo, which now has a big red heart under the CVS letters.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"162\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191544\u002Frebranding-51.jpg\" alt=\"The CVS logo.\" class=\"wp-image-46320\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191544\u002Frebranding-51.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191544\u002Frebranding-51-450x122.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Next, they made the decision to remove tobacco products from the CVS Pharmacies. To ensure audiences were aware of this, and to fully commit to the rebrand, they advertised the fact extensively.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Dunkin’ Donuts\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Dunkin’ Donuts was long known for its sweet donuts, served in a convenient fashion for on-the-go customers. Because of the changing times and their evolving capabilities, they decided a rebranding was needed.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why they rebranded:\u003C\u002Fstrong> Sometimes, a brand name is perfect for the longest time, but then becomes an unexpected restriction. This was the case with Dunkin’ Donuts, whose name implied their stores sell donuts, drinks and nothing more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In reality, Dunkin’ Donuts sells sandwiches and other snacks as well. A name change was a chance to allow their stores more freedom to attract wider customer ranges.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Their physical store locations also were \u003Ca href=\"https:\u002F\u002Fwww.businessinsider.com\u002Fdunkin-donuts-rebranding-stores-photos-details-2018-8\" target=\"_blank\" rel=\"noopener\">lagging behind the times\u003C\u002Fa>, so a modern restructuring of each made sense.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What they did:\u003C\u002Fstrong> Dunkin’ Donuts became just Dunkin’, their logo was updated, stores renovated, menus changed and overall layout modernized.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"241\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-50.jpg\" alt=\"The Dunkin' Donuts logo.\" class=\"wp-image-46318\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-50.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-50-450x181.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">They also moved forward with the idea to put a greater emphasis on beverages, rather than donuts. This took place in more ways than just the name change. Dunkin’ locations were given new tap systems for cold drinks.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. UPS\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Unlike some of the other examples listed here, UPS, the delivery service, didn’t have a massive rebrand. In fact, it’s hard to argue in favor of completely rebranding UPS. They did, however, make some changes that helped them better address what they can do as a company.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why they rebranded:\u003C\u002Fstrong> The evolution of modern shipping needs was part of why UPS felt the need to rebrand. They were capable of doing much more than their \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa> presented.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They also might have felt pressure to rebrand to combat their potential similarity to their direct competitors, FedEx.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What they did:\u003C\u002Fstrong> The biggest part of UPS’ rebranding was their slogan, as it was a memorable way to indicate what UPS could do for customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Initially, the ‘moving at the speed of business’ slogan seemed reasonable. However, it didn’t really spotlight UPS’ newfound strengths and comprehensive abilities as a company.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"241\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-40.jpg\" alt=\"The UPS former slogan.\" class=\"wp-image-46315\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-40.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191545\u002Frebranding-40-450x181.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Fups-drops-logo-stays-brown-20m-rebranding\u002F174980\" target=\"_blank\" rel=\"noopener\">They changed it\u003C\u002Fa> to, ‘what can brown do for you?’, which not only showed a deeper focus on the customer, but also implied (rightly) that they were able to handle so much more than simply deliveries.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They have changed the slogan since, but the rebranding certainly shed new light on their brand image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Use the above examples as a way to guide your own rebranding efforts. Chances are there will be similar challenges for you to overcome.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-8--clearing-up-misconceptions-is-rebranding-negative\">Clearing up misconceptions: Is rebranding negative?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Certainly, there are times when rebranding has been used as an attempt to disguise a past transgression. Many believe that any time a company rebrands itself that it is a direct result of some mistake they had previously made.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So, how much truth is there to this? Rebranding is for the most part not used to hide hypocrisy or change a tainted brand image.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"467\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-64.jpg\" alt=\"A hand turning a dice from 'positive' to 'negative'.\" class=\"wp-image-49007\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-64.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-64-450x263.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190757\u002Frebranding-64-768x448.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Instead, it’s usually just a way for brands to adapt to changing times and fight stagnation. In fact, it’s not advisable to commit to a rebrand simply to hide a mistake.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">People won’t forget your error that quickly, and your rebrand will be less effective.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Remember that rebranding isn’t something that should be done lightly. You’re not attempting to sweep issues under the rug. Instead, you’re breathing serious excitement into your brand and reworking its potential.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-9--some-closing-thoughts\">Some closing thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Armed with these strategies and a new understanding of modern rebranding, you’ll be able to decide if and how you want to begin your own rebrand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Take the opportunities you have available and run with them, creating a new vision and image that leads your brand into the future and beyond. Good luck!\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> to learn more.\u003C\u002Fp>",20,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19194645\u002Frebranding-4.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19194645\u002Frebranding-4-450x316.jpg","A billboard that reads 'Rebranding'.",484,690,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19190337\u002Fbest-brands-of-the-world-13-450x263.jpg",39494,"best-brands-of-the-world","Best brands of the world: An examination (with examples)","There’s so much we can learn from the best brands of the world, particularly how we can become one ourselves. This guide will help you achieve your goals.","\u002Fblog\u002Fbest-brands-of-the-world\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192946\u002Fbrand-value-proposition-450x300.jpg",38608,"brand-value-proposition","Brand value proposition: How to define, build, and communicate your competitive edge","A brand value proposition gives customers a reason to pick you over the competition. Does yours give reason enough? Let’s make sure.","\u002Fblog\u002Fbrand-value-proposition\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191614\u002Fbrand-awareness-40-450x300.jpg",20947,"brand-awareness","Fulfill your (brand awareness) destiny! A guide to all things brand awareness","Brand awareness measures how easily a customer recognizes brand traits. Use this guide to overhaul how your target audiences view your brand.","\u002Fblog\u002Fbrand-awareness\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789382233611]