The most common reasons for rebranding
Every so often, an organisation comes across a need for or the possibility of a rebrand. The change is usually due to one or a combination of the following reasons:
- New strategic direction
- New brand positioning or proposition
- International growth
- Bad reputation
- An outdated brand visual identity that is unfit for digital applications
- Unifying the brand architecture
- Mergers and acquisitions
Brand change and its impact on your business performance
A well-executed brand change, done for the right reasons, carries a wealth of benefits for your business performance. I’m not just talking about the increase in brand value. Rebranding can also help optimise brand organisation and management functions.
Take, for example, one of our clients: two multi-brand organisations that had just merged. The merger called for a rebrand. We decided to unify the brand architecture and develop a new monolithic brand identity to increase the efficiency and effectiveness of branding. Adopting a branded house strategy for this newly merged brand meant rebranding all existing sub-brands and their associated brand touchpoints. This included branding over 700 site locations, the corporate clothing for more than 7,000 employees, and updating all other offline and online branding and communication tools.
As expected, executions as complex and time-consuming as this involved a massive financial investment. However, creating a more efficient brand organisation can lead to significant cost savings. This solution also makes use of all available resources to promote one new, clear, and compelling brand strategy.
Efficiency and cost savings in your brand change project
During a rebrand or brand change, organisations seek external help to develop a new brand strategy and the creative design of a new brand identity. However, organisations often overlook the fact that it is equally important to get external support in executing a rebrand.
On average, organisations change their brand once every seven years. It is no surprise that they lack the specific project management expertise and capacity to roll out a successful brand transition.