Company Rebrand 101: How to Manage the Process

October 29, 2015
By Kelli Schutrop

A good brand has power. It transcends products and services. It symbolizes something greater to people. But what happens when your brand no longer aligns with your company’s vision or goals? Then it’s time to rebrand. Rebrands are healthy for companies, but they certainly come with a vast set of responsibilities.

Why Rebrand?

There are a number of reasons your organization might consider a rebrand. If you have recently undergone a restructure or had a change in ownership, it could be time to re-evaluate your brand.

Brands may need to change for less obvious reasons as well. Often, a brand will simply need to reposition, like Old Spice recently did with the launch of their “Old Spice Man” campaign. If their brand strategy was the same as it was at their founding in 1937, it’s unlikely they would still be around (or at least have the appeal they do today). Rebrands are frequently used to improve a brand’s reputation or simply make them a little more modern.

Another common rebrand motivation is international expansion. Many times, aspects of a brand will have to change in order to align with differing cultural norms or languages.

Whatever the reason, there’s one thing you can always count on: A rebrand is a big undertaking and having an organized process will help you along the way!

Step-By-Step Rebrand Guide

For a step-by-step guide on how to successfully rebrand, including the documents you need to maneuver the process, check out my full post on the Deluxe blog.

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