Chapter 32. Rebranding
Many people use this term incorrectly; rebranding involves a complete overhaul of the brand's content.
It can entail a total shift in the communication platform. Speaking of which, the ability to communicate is among the key skills in 21st-century marketing. As I mentioned earlier, branding is a conversation between the business and potential clients. As Henry Ford once said, "The ability to deal with people is as purchasable a commodity as sugar or coffee."
Can you effectively connect with your clients? Do you speak their language?
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The first part of addressing your clients is the name, and the second is the descriptor, also known as a tagline. Ideally, the name should indicate uniqueness, while the descriptor denotes the nature of the business or may contain a slogan. In any case, both the name and the descriptor should be relevant to the product, even if only associatively.
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The second part is the theme of communication, which represents the topics you will discuss with your clients. There can be one theme or multiple themes. It's crucial to define this list of themes.
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The third part involves the communication channels, where you plan to do it: your own website, articles on thematic information portals, groups on social media, advertising media, etc.
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And finally, the fourth part is how you will do it—your unique tone of voice. Will you communicate formally, add some fun, allow sarcasm, and of what kind? This will be determined by your audience segment and whether they consider your brand trustworthy and worth purchasing from.
Thus, a complete shift in the brand's communication platform is essentially a 180-degree turnaround, creating a new brand on the ruins of the old one. The term "rebranding" is used when one wants to update the visual aspect of an outdated brand without changing its meanings, mission, and values. In such cases, I prefer to use the terms "redesign" or "facelift." These, in my opinion, are more accurate terms.
I recommend considering redesigning the visual part of your brand if:
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Your brand is over 10-15 years old, and the entire visual aspect was developed at the beginning.
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Your company lacks a corporate identity and brand book.
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You are introducing new products and services aimed at new target audiences.
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You are completely changing the brand's product range.
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