Rebranding – When Should It Be Done?

Standing Out From the Competition

Companies operating in the same field, for example real estate companies and agencies, law firms, and sometimes even just a neighborhood grocery store, have a tendency to use logos with the same characteristics. The logo is indeed very compatible with the product, but does not necessarily match the brand. In the end, all the companies look the same, and the customer becomes blinded to them. He will not know how to discern between you and your competitors, and will not be able to make the connection, nor will he be able to “put a name to a face”.

If your competitors are starting to look just like you, ask yourself: What are we doing better? How are we different from the rest? Why would they choose our firm specifically? The answers to these questions will be translated into a logo and a new graphic language that matches your values. Do not look like the competition, look better. Stand out!

 Maybe you’re too outdated and it’s Time for a Rebrand?

It may be that the business you established in 1980 is successful to this day, and attracts regular customers, but what about new customers? Or alternatively, you have a new business, but its branding just does not match the spirit of the current times or does not target the customers you are trying to reach. People today are more sensitive to design and experience. If your logo looks outdated, especially compared to your competitors, customers will probably go to them. If you are trying to convey that you are a reliable or innovative business, it is also important that your site will be contemporary, well built, and does not look like a site designed a decade or two ago. What the customer sees, his first impression, is what he thinks of you.

Renew!

You No Longer Like Your Branding?

Feeling outdated? No longer connecting to your first logo? Or maybe just the distinct purple color in the brand no longer appeals to you or reflects the brand?

It’s time for a change.

Besides, what does your branding look like to other people? Is your web site too cumbersome and old and the visitors flee it after only a minute? Maybe your logo is not well designed, to say the least, and you’re really hoping no one will notice it when they pass by your business, or when seeing your email stamp or business card..?

If you are not happy with your branding, probably the customers are not either.

It’s time for rebranding.

Rebranding – When Targeting the International Market

Your company has been operating successfully for several years in the Israeli market and now you want to thrive and prosper overseas as well. Your branding should also target the international market

.There are cases where addressing the international market requires a name change, formalizing it in English, translating it or simply converting it to a name adapted to international characteristics. Changing a name usually requires a redesigned logo, and perhaps even rebuilding the entire branding language so it will look and feel right, internationally. Through branding we will reach and persuade a new audience which is not Israeli and that has not known your brand so far – to join you in a new journey.

 Rebranding After Significant Changes in the Company’s Structure

In general, any material change in the company’s structure can and should lead to a process of rebranding. You just got bought out by a large company? is your company undergoing a merger or acquisition? It’s time to part with the known, existing brand, and make a new one. The new branding will take into account the overlapping and different audiences, the products and the geographic location of the new company.

Rebranding often takes place with changes in management – the new CEO or new owner of the company are not happy with the old branding, or just want to clarify that this is now a different company and introduce it to the world as a different and better company.

Has The Nature Of The Company Changed? It Is Worth Considering Rebranding

A natural process that almost every company undergoes is change and development in new directions. A new product or a new strategy can lead to an overall goal of replacing the entire branding. The reasons for this are many: new management or entering the international market, as noted before, but there are other reasons.

For example, if, so far, a company has focused on one specific service or domain and built the name and branding around it, this may no longer be suitable for the company’s expansion and new fields of operation. It could also be that the company chooses to lower its prices and appeal to a wider audience and therefore needs to “disengage” from its previous branding, or that it acquired a number of companies which it now controls and needs to make changes and adjustments in the new “blend”, etc.

It is important to note – rebranding is a process that takes place not only in the physical world, and involves much more than just renaming the company, designing some branded products and changing the logo. It entails changing the brand language, updating the company’s website and the organic promotion on Google, as well as changes in all other assets of the company on the internet such as its Facebook page and LinkedIn page.

In conclusion, rebranding is a natural course for companies that have been operating in the market for several years. It can stem from a desire to innovate, from changes in management or strategy and in other operations within the company.

Ultimately, the overarching goal is to reach new audiences such as younger audiences, more affluent audiences, or the international audience. The new branding reflects the new face of the company and the direction in which it is headed, while, nonetheless, the old branding can still be remembered, as a heritage that will remain, as an asset of the brand that tells the story of its journey…