Rebranding & Integrity
An Inquiry-Based Approach for Deciding Whether to Rebrand
Rebranding a company or organization is a big decision for stakeholders and can be a big risk, cost, and potentially confuse customers. The upside of rebranding results in increased relevance, differentiation from competitors, and clarification of a company’s message and values, which can lead to improved customer understanding and loyalty. A company should always weigh the potential costs and risks against the potential advantages to determine whether rebranding is the right choice.
To guide this big decision, I’ve developed 10 questions to guide this decision process with some closing thoughts on the topic.
Has your business changed significantly, such as a shift in your products or services, target audience, or company values?
When your business undergoes significant changes, such as a shift in your products or services, target audience, or company values, it may be time to rebrand to reflect those changes. A brand should always be aligned with a business’s current direction and values and adaptable for the future.
For example, if a company that previously sold only home security systems begins to offer smart home automation solutions as it grows product lines into the emerging market, it may want to rebrand to reflect the expanded services.
Has your current brand become outdated, unappealing, or irrelevant to your target audience?
If your current brand no longer resonates with your target audience or is outdated for a younger target audience, it can negatively impact your business. A rebrand can help your business stay relevant and appealing to your target audience.
For example, in the 2010s, many fast-food chains like McDonald’s and Burger King updated their branding to appeal to a more modern, health-conscious audience.
Are you facing increased competition or a new market entrant that is disrupting your industry?
If your industry is experiencing significant changes, such as increased competition or new market entrants, it may be time to rebrand to differentiate your company from competitors.
For example, Airbnb faced increased competition from other vacation rental websites and updated its branding to differentiate itself from competitors.
Is your brand confusing or not clearly communicating what your company stands for?
A confusing or unclear brand can lead to miscommunications with customers and stakeholders. A rebrand can help clarify your company’s values and message.
For example, in 2014, Uber rebranded to shift its messaging from being solely a transportation network to a global platform that connects people.
Has your company undergone a merger or acquisition, resulting in a need to create a new brand that reflects the new entity?
After a merger or acquisition, it may be necessary to rebrand to reflect the new company’s identity and values. A rebrand can help unify the two companies and present a cohesive message to customers. F
For example, after the merger between DuPont and Dow Chemical, the two companies rebranded to become DowDuPont.
Have you expanded geographically and need a brand that can translate across different cultures and languages?
If your company has expanded to new regions with different languages and cultures, it may be necessary to rebrand to ensure your message translates across all regions.
For example, Starbucks modified its branding to fit the Chinese market and began serving different menu items like red bean frappuccinos.
Have you encountered negative publicity or a crisis that has damaged your brand reputation?
Negative publicity or a crisis can damage your brand reputation, and a rebrand can help distance your business from the negative association.
For example, after the 2015 emissions scandal, Volkswagen rebranded its diesel engines to focus on electric vehicles.
Are you seeking to attract a new target audience, such as a younger demographic or a different industry?
If you’re seeking to attract a new target audience, you may want to rebrand to better appeal to them. A rebrand can help your business appear more relevant and appealing to the new target audience.
For example, Old Spice rebranded to appeal to a younger demographic with its “Smell like a man, man” campaign.
Do you need to differentiate your brand from competitors who have similar branding and messaging?
If your competitors have similar branding and messaging, it may be difficult for customers to differentiate your brand from theirs. A rebrand can help you stand out from the competition and attract new customers.
For example, after its acquisition by Verizon, Yahoo rebranded as Oath to differentiate itself from its competitors.
Are you planning to launch a new product or service that requires a distinct brand identity?
If you’re planning to launch a new product or service that is significantly different from your current offerings, it may require a distinct brand identity. This can help differentiate the new product or service from your current offerings and attract new customers.
For example, Google rebranded its suite of business productivity tools to Google Workspace to better reflect its expanded capabilities beyond email and collaboration.
Integrity First
Rebranding can help a company stay relevant, clarify its message, and differentiate itself from competitors. It’s essential to carefully consider whether a rebrand is necessary and what specific changes should be made to the brand to achieve your business goals.
Instead of determining what is most desirable or trendy, asking the right questions can help guide the rebranding process and ensure that the new branding reflects your business’s mission, and vision, and values should be front and center.
