Rebranding services

The company feels the need for change at different levels. People are losing interest in TM, their market positions are weakening, and advertising and marketing companies are not producing the expected results. But in most cases, you just need to redesign or adjust your strategy. And in which case is the rebranding service necessary?

Checklist: 9 reasons to rebrand a product or company

• Scaling.The expansion of the company requires a global revision of all brand attributes. As a rule, the identity should be made more universal and adaptive. And also to find a positioning idea that will show the uniqueness of the company to a new audience.

• Changing the company structure.Mergers, acquisitions, and any changes in the company's structure often form new meanings, values, and ideas. If a brand name does not match the company's fresh vision, a business rebranding is simply necessary.

• Changing market requirements. New trends and trends, materials and technologies, as well as changes at the legislative level affect the effectiveness of TM. If there are too many changes or they are global, this is a wake-up call to think about a rebranding project.

• Failed launch.If the brand launch has not brought results, there is no point in continuing to work with it further. It is worth accepting this experience, analyzing mistakes and completely rethinking TM — in this case, you can avoid image losses and recoup financial ones.

• Weak recognition.A decrease in brand recognition can be the result of many reasons: the strengthening of competitors' positions, inconsistency with the actual needs of the audience, and an initially weak concept. It is necessary to understand the essence of the issue and solve it: to rebrand.

• Expanding the range of services and goods.A strong brand implies that a company can easily introduce new positions and services. However, a thorough revision of the product portfolio may require changes in identity and strategy, even in this case.

• Price policy changes. The new price may be due to various reasons: an increase in product quality, a change in the economic situation, or a change in the product range. Sometimes it is possible to do this without loss, but more often it is necessary to review the elements of the trademark.

• Change of target audience. A new target audience requires a new approach to branding. The interests of each group of people that the company is interested in attracting should be taken into account, and this should be reflected in the strategy, visual and verbal communication. 

• Obsolescence of communication.Unfortunately, any solution becomes obsolete over time. The only question is how much intervention the brand requires at this stage of life — "cosmetic" improvements or a global rethink.