Rebranding

Rebranding is a significant change to how an organisation presents and positions itself. It may involve a new strategy, name, visual identity, tone of voice, website or the entire customer experience. Rebranding is therefore more extensive than changing a logo.

What does rebranding involve in practice?

In practice, a rebrand should begin with why the change is necessary and what the organisation needs to communicate more clearly. Strategy, identity, content, digital touchpoints and internal alignment must then be developed together. The launch should be planned so customers understand what is new and what remains familiar.

Rebranding is relevant during a merger, a new direction, growth or when the current brand no longer fits the organisation. See Brand refresh, Brand strategy and Visual identity.