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Apple, Microsoft, Coca-Cola, or Amazon - no major brand can avoid the topic of rebranding. Even smaller brands often want to redesign their external image and decide to rebrand. Why and when is rebranding necessary? How can you successfully implement a rebranding? This article answers those questions and more.
This article gives you everything you need to know about rebranding. You can also use this overview to jump to individual areas.
Rebranding is the reorientation of an established brand with the aim of changing the public image of the brand. It involves realigning the brand image by adjusting the brand's external appearance. Brand name, logos, design, or even the entire brand concept can evolve.
Rebranding can take place loudly or quietly. A loud rebranding is explicitly communicated to the outside world, while a quiet one takes place without any explicit communication.
There are many reasons for rebranding. In any case, the process should be well thought out and planned, as an ill-considered rebranding can definitely harm a brand. It makes sense to think about a rebranding if:
To get a better understanding of the effects, opportunities, and risks of rebranding, it makes sense to look at real-life examples. Of course, the rebranding of one brand cannot transfer seamlessly to another, but you can and should learn from the experiences and mistakes of other brands. We have compiled 3 examples of successful and less successful rebrandings:
Merck’s experience also shows how empower® helps implement a rebranding throughout an organization. On the one hand, this ensures a carefree transition and, on the other hand, it prevents documents with the old corporate design from being distributed further.
Rebranding is a complex process that cannot be done overnight. The process must be well thought out and carefully executed to avoid problems. We have formulated 7 steps that you can use to guide your rebranding:
Never lose sight of the goal of the rebranding. Our article on rebranding strategy explains in detail the goals behind a rebranding and what you need consider.
If you decide to rebrand your company, you need to consider several things to make it a success. A corporate design relaunch can quickly become a mammoth undertaking. There are many operational tasks to implement the new design brand-wide and without gaps. The following 4 challenges await you during a rebranding:
As the above-mentioned challenges show, there is a lot to do especially operationally around MS Office programs during a rebranding. empower® delivers well thought-out software solutions that remove roadblocks standing in the way of implementation and make it easy for people to make the switch effortlessly.
Our add-ins ensure that the new corporate design is implemented on all levels. For example, existing presentations can be transferred to your new corporate design with just 2 clicks. That saves a lot of valuable working time because existing presentations do not have to be redesigned and redeployed; instead, people can update their own presentations quickly and in compliance. Content creators can concentrate fully on content and do not have to bother with operational tasks.