How do you know when it’s time to rebrand?

Nothing is more certain in life than change, and it’s a fact of life that brands often need major makeovers. There are multiple reasons for rebranding and here are some of the most common:

Mergers and acquisitions – when two companies join forces, the result is a mix of branding identities that need to be consolidated into a single entity that showcases the strengths of both companies.

Changes in management and staff – for example, when a new CEO is appointed, companies often use the opportunity to define a new corporate strategy which includes rebranding.

New product or version launches – new product launches are often accompanied by specific product branding or rebranding, and sometimes even by corporate rebranding.

Shifts in corporate culture and focus – the values and mission of a company can change over time, and it’s important to make sure that the brand reflects these changes.

International expansion – every company aims to expand internationally and this brings with it the need to reevaluate corporate strategy and often rebrand.

Update to a brand image – brands can sometimes acquire an incorrect image, and this requires repositioning and rebranding to correct it in the minds of customers.

Changes to target audiences – this includes changes to main target audiences and penetration into new markets.

A need to catch up with the market – we live in a fast-paced world where everything is changing all the time, and companies often rebrand to make sure their brand identity reflects changes to their market.

Rebranding for B2B

In today’s global B2B marketing arena, rebranding is about more than just choosing a new logo or changing your corporate colors. It’s all about understanding the motive for re-branding, defining the aims, creating a clear rebranding strategy and then translating it into a compelling brand identity that reflects your corporate goals.

There are two approaches to rebranding:

• Refreshing and improving what you already have
• Starting over and defining an entirely new brand

Either way, in the aim to remain relevant in today’s connected environment, rebranding can be complex and involves the following steps:

1. Defining a clear rebranding strategy.
2. Reanalyzing your company’s vision, mission and values.
3. Researching the market and your competitors (including new competitors that may have emerged more recently).
4. Researching your existing customers, potential customers and target audiences.
5. Redefining your messaging.
6. Redesigning your visual identity.
7. Rewriting and redesigning marketing materials and other content.
8. Relaunching your brand internally and externally which is an ongoing process.

Rebranding with OZ

Rebranding can be complicated and is definitely a team effort. The OZ Global B2B team has extensive experience in both branding and rebranding for local and international B2B companies. By leveraging this experience, we accompany you on your rebranding journey from planning through to implementation and beyond.

Depending on the motive for rebranding, we help you create a detailed plan that includes an exploration of your story and unique DNA, your values, goals and market expertise, and what differentiates you from your competitors.

Rebranding can certainly shake things up both internally and externally, which is why it’s important to maintain transparency and communicate the changes as clearly as possible. We’ll help you promote mutual trust and continued cooperation with your employees, partners and customers to ensure a successful transition to your new rebranded identity.

Dozens of companies have successfully rebranded with our help – contact us now for rebranding consultation.