Rebranding is a major decision that can revitalize a business or, if done wrong, can alienate existing customers. Here's when and how to approach this process correctly.
Signs you need rebranding: your logo looks outdated (10+ year old design), you've expanded into new markets or services, merger or acquisition, brand confused with another, negative reputation to overcome.
When NOT to rebrand: just because you changed your mind about colors, because of a new marketing manager, or to follow a temporary trend. Consistency builds trust.
Types of rebranding: refresh (subtle update to existing logo), partial (logo change but keep name), total (new name and identity). Each has different levels of risk and impact.
The rebranding process: 1) Current brand audit, 2) Market and competitor research, 3) Define new strategy, 4) Design visual identity, 5) Launch plan, 6) Internal and external communication.
Costs to anticipate: new identity design (2000-8000 EUR), marketing materials (variable), website update (1000-5000 EUR), physical materials production (variable), relaunch campaign.
Common errors: too drastic change too quickly, neglecting communication to existing customers, inconsistency in implementation, lack of brand guide for correct usage.
At Softsite, we offer complete rebranding services - from strategy to implementation. Schedule a consultation to evaluate if rebranding is right for you.
