Successful rebranding: your 3-phase overview

Brands are constantly challenged to adapt to changing market conditions. While it may be difficult to revamp an established brand, rebranding can help future-proof the brand, meet the (changing) needs of the target audience, and build stronger customer loyalty. With a clear structure, this complex process can be managed more efficiently.

The following overview serves as a guide to ensure you consider the essential steps.

Phase 1: Researching and planning

1. Assemble the rebranding team

• Involve both internal and external stakeholders who can assess how different groups will respond to the rebranding.
  
• Assign clear roles and responsibilities to team members.

2. Perform market analysis

• Analyze market changes, industry trends, and shifts in customer expectations.
• Create a competitive analysis and SWOT analysis to determine your market position accurately.

3. Refine buyer personas

• Conduct a detailed analysis of your target audiences. If your audience has changed or new groups are being targeted, adjust your personas accordingly to align the rebrand with current personas.

4. Determine brand elements to retain

• Rebranding doesn‘t automatically mean changing everything. Decide which brand elements you want to keep to preserve recognition after rebranding.
  
• Create a list of brand elements that need to be updated or optimized.

5. Decide on the type of rebranding

• Determine if a simple brand refresh, partial rebrand, or complete overhaul is needed.

6. Set a timeline and milestones

• Develop a timeline and set realistic milestones to avoid delays.

7. Gain executive buy-in for rebranding strategy

• Create an implementation plan that details the transformation and the required budget, and get it approved by senior management.

Phase 2: Update existing assets

1. Review mission and values

• Update your company mission and values as needed to reflect the brand updates. 

2. Review logo

• Consider whether a new logo is needed or if the current logo needs minor adjustments. Don‘t rush into anything, as the logo is an important recognition and trust factor.

3. Review slogan

• Decide if your slogan needs to be adjusted or if it still fits the new brand.

4. Review brand colors

• Adjust your brand colors, if necessary, to properly represent the new brand.

5. Revise brand guidelines

• Update your brand guidelines and make sure all stakeholders have access to them.

Phase 3: Present the new brand identity

1. Keep teams up to date

• Announce the rebranding internally and regularly update your teams on progress to foster a positive attitude toward the rebranding.

2. Update website

• Align your website with the new brand identity, including colors, layout, logo, and “about us” page. 
  

3. Communicate rebranding internally and externally

• Announce the rebranding internally and inform the public through targeted social media posts and emails to your customers.
  

We have also summarised the individual steps in a handy rebranding overview graphic for you!