How to do business growth with branding
When a company increases in size and reaches new markets, it may need to change its brand to better adapt to the new reality. Rebranding helps communicate the scale and ambition of growth.
A management transition or merger may require rebranding to reflect changes in corporate structure and priorities. A new brand can unite previously separate teams and motivate employees.
If a company's reputation deteriorates, a rebranding can help reset the image and regain trust. A new brand can symbolise positive change and a new beginning.
When a company decides to target a different audience, it usually needs to change its brand to attract the desired target group. Creating a newer brand helps it seem more relevant to new customers, while an outdated brand can confuse customers or create the impression of being old-fashioned.
This is why rebranding can revitalise an old brand by introducing new visual elements and fresher terms, as well as creating fully customised commerce.
Different types of rebranding
Total rebranding: A total rebranding involves a complete overhaul of the brand name, logo, colour palette, fonts and tone of voice. It means a major transformation for the company.
Partial rebranding: a partial rebranding retains parts of the existing brand identity, such as the name or logo, but updates other elements to refresh the brand. It is a more moderate change.
Conservativerebranding: a conservative rebranding makes minor changes to a brand, such as a slight update of the logo design or the use of a new colour scheme, while maintaining the essential elements of the brand. it is a safe evolution of the brand.
Revolutionary rebranding: A revolutionary rebranding completely abandons a company's existing brand identity in favour of a drastically different new brand. It signals a bold and transformative change for the company.
Proactive rebranding: a proactive rebranding is planned in advance to capitalise on market opportunities or position an evolving company for the future.
Reactive rebranding: a reactive rebranding is carried out in response to negative events such as crises, scandals or declining performance. It aims to distance a brand from its past.
The type of rebranding a company pursues depends on the situation, objectives and desired results. The key is to carefully align the rebranding with the company's new strategy and vision to maximise its effectiveness.
Example of a company that underwent a total rebranding
A famous example of total rebranding is Starbucks. In the late 2000s, Starbucks was struggling with brand saturation and a perceived stale image. Thus, in 2009, it underwent a significant rebranding effort dubbed 'Refresh'.
The main changes made in the total rebranding of Starbucks include:
- completely redesigned logo - The logo has been simplified and modernised, eliminating the ornate sirera figure and using a simpler circle and green font.
- a new colour palette - They moved from a brown-dominated palette to a green-focused palette, using lighter, brighter shades of green.
- new shop design - They launched a more modern and minimalist shop design, with lighter colour schemes and modern interior elements.
- change in tone of voice - Marketing communications switched to a more informal, friendly and approachable tone of voice.
The result was that Starbucks was perceived as fresher, more modern and easier to understand. The total rebranding aligned the brand identity with the company's strategic orientation towards a 'third place', somewhere between home and work, rather than just a coffee shop.
The refresh allowed Starbucks to relaunch its image, reconnect with customers and fuel another phase of significant growth. it is an example of how a total rebranding, if carefully executed, can transform a company for the better.
How long does a typical total rebranding process take?
A total rebranding process on an ecommerce typically takes between 6 months and 2 years to fully implement. Here are the main phases of a total rebranding and the duration of each:
Research and planning - 3 to 6 months
This phase includes identifying the need for rebranding, defining goals and objectives, conducting brand audits, researching competitors and developing the new brand strategy.
Creative development - 3 to 6 months
This involves creating the new brand name, logo, colours, fonts, tone of voice and other visual elements. Multiple iterations and design approvals are often required.
Testing and validation - 1 to 3 months
This involves testing the new brand elements with focus groups, customers and employees to ensure they clearly communicate the desired positioning.
Rollout and implementation - 6 to 12 months
this is when the new brand is applied to all marketing materials, digital assets, stationery, uniforms, vehicles, buildings and all physical brand touch points. This is the longest period.
Post-launch evaluation - Ongoing
After the rebranding launch, companies monitor key metrics such as sales, customer satisfaction and brand perception to evaluate the success of the rebranding and make any necessary changes.
Conclusions:
Rebranding is a powerful tool for companies looking to refresh their image, reflect internal changes and connect better with customers. When done correctly, through a solid planning and implementation process, rebranding can bring new vitality to a company and stimulate its future growth.
