What is a rebrand? Types and steps to refresh your brand

Recent years have seen many brands renew themselves, notably Facebook, Viettel, Burger King, KIA, Gap and Xiaomi. These moves are called Rebranding. For a precise definition, see What is rebranding? Why do businesses need to rebrand? All your questions are MONA Media answered in detail in the article below, along with 7 steps to a successful brand refresh.

What is rebranding?

Rebranding (refreshing or restructuring a brand) is the process of rethinking a company's marketing strategy. It can include changes to the name, logo, website design, marketing approach and more.

The purpose of a brand refresh is to change how people think about the brand, and to brand positioning in the eyes of consumers and the market. A rebrand is not only about building new awareness, it also rebuilds the bond between a business and its target customers.

You may have heard of the recent “brand overhaul” by the giant Facebook changing to a completely different name, Meta. With a sideways infinity symbol, Facebook signals its vision of the digital future. It is a contemporary example in long-established brand communication.

In a rebrand, rebuilding the brand goes beyond the logo, colors or messaging, it includes the people who represent the brand. So what role does personal branding play in rebranding? Watch the video below to find out.

Types of rebranding

A rebrand does not have to mean redesigning the brand's mission and vision from scratch. It can be a partial change, such as the logo, slogan, brand name or advertising strategy. On that basis, you can classify rebranding into 3 common forms listed below.

Brand redesign

This form replaces an old brand with a completely new one so the business stays up to date. A business can change small details, such as refreshing the logo or changing brand identity colorand so on. This approach fits when the logo or company image has become outdated, or when business goals have shifted.

For example, McDonalds made changes to brand logo design and this is a typical rebranding example too. Each refresh shifts how consumers see the brand's shapes, graphics, colors and details.

Brand merger

A brand merger happens when two brands combine to form a new one. It is the best way to bring brands together. In many cases, though, to unify operations and direction, a business may overhaul the brand completely.

Kraft Heinz is a typical example of a brand merger. Combining two iconic American food and beverage brands gave these two leading names a real chance to dominate the food industry at home and abroad.

Full brand overhaul

This form renews everything about the brand. It applies to businesses that completely change their approach and the direction of their business development strategy as they move into a different field.

A full overhaul lets the business reset its brand image in the market and appear as a completely new brand.

Signs your business needs to rebrand

On average, businesses renew their brand once every 7 to 10 years. It is not only because the brand has aged, there are many other reasons, such as negative publicity, a merger or split, or a change of vision and mission. Below are signs it is time to rebrand your business that you should know about.

Negative and worsening reputation

Your business can be badly damaged by a worsening reputation. A rebrand gives you another chance to approach the market and fix past mistakes. Make sure the renewal is handled carefully and takes a clearly different direction from the mistakes of the past.

An outdated identity that has become a problem

Many businesses want to shed an old identity because of problems it causes. Burberry is a typical case, going from a “uniform” fashion label tied to hooligans and gangs to one of Britain's top luxury fashion brands.

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Standing apart from the rest

A rebrand is also needed when your brand is similar to, and gets confused with, another brand. This becomes serious if that other party is a competitor. You risk being mistaken for them, losing customers and becoming less competitive.

A change of vision and mission

Restructuring the brand is necessary in a rebrand when the vision, mission and market structure change. Repositioning helps the business focus on its new direction. It may include changes to the logo, products, positioning, pricing, slogan and more.

Market trends

The market changes every day. If you stand still and cling to what is old, customers will leave. A rebrand is not just a new logo or identity kit, it is a full upgrade, covering brand positioning, how you reach customers and the latest market trends. A refresh helps a business keep its competitive edge, bring something new to customers and win them back.

The steps to refresh a brand

If you are thinking about rebuilding your brand, the first thing you need is a clear strategy and process. So how do you rebrand, and how do you carry out a brand refresh? Right below, MONA walks you through the brand refresh process in 7 steps in detail.

Step 1 – Assess the brand

A clear view of where your brand stands is the key to a successful rebuild. To assess your brand, ask yourself these questions:

• Who are you?
• What do you do?
• What do you want to be known for?
• Why do you want to refresh your brand now?

Be clear about the final goal of the rebrand before you invest time and money in it.

If you want to find the right direction quickly and a business path that fits, consider hiring marketing from an agency. And MONA Media now offers a high-conversion marketing package with Outsourced marketing department services that are professional and all-inclusive. Contact us HOTLINE 1900 636 648 for advice and a detailed quote.

Step 2 – Market research

When working on market research you need to define who you are, what you need and what you do, then find out where you stand and what the market around you looks like.

• You need to understand the current market and the target market you are aiming at. How is it behaving? What are the operating trends?
• How many people care about your products or services? What do customers expect from them?
• How many similar options do consumers have? How much do they pay for the alternatives?
• Where are your customers?
• How will your customers react when they hear you want to adjust the brand?
• Do you want to keep reaching your existing customers or aim at a new group?
• Can you segment your target customers, draw their profile and analyze their personality?

Run research and surveys with your target customer group to gather their input on your success story, products and the brand's existing reputation. The more you know, the more accurate and effective your strategy and approach will be.

Step 3 – Define what sets your brand apart

You are not alone in the market. Countless competitors exist, and some are doing much better than you. So what sets your brand apart and attracts customers during the rebrand?

For instance, are you proud of selling premium products, or do you market yourself as a futuristic brand? Remember not to focus on attracting everybody. Your job is to find a niche market and meet its needs. What will you do better than your competitors? If you do not know yet, research further.

Along the way, keep these key elements of the rebranding process in mind:

• Brand vision and mission: Vision is an essential part of company strategy and states the organization's current and future goals. Mission defines the purpose the company serves for its customers and for society.
• Values, especially core values: These explain why you work toward your vision and why you are committed to your mission. As the brand grows, values change, and you need to update them.
• Brand message: It must be consistent to position the new brand in the market effectively.
• Brand name: It must fit the brand's vision, mission and values.
• Brand slogan: It should reflect the vision and mission and resonate in the market.

Step 4 – Design touchpoints

The next step in the refresh process is a detailed list of every brand touchpoint that needs renewing, including the logo, identity kit, website, business cards, signage and more. Each time you test a new design, ask whether it fits your brand strategy.

Every touchpoint where customers or prospects interact with your business needs to be handled and repositioned. Touchpoints are how your brand reaches customers. They are everything that lets customers recognize your brand (style, imagery, colors, fonts, logo, staff details and more).

For example, if you want your store or reception desk to leave a strong impression, you need to redecorate the office or store to match the new brand. Make sure everything you use supports a distinct brand identity and gives customers a consistent, well-targeted experience.

Step 5 – Prepare internally

A brand refresh means the business adjusting internally to see itself in a new way. So make sure your team knows how to carry it out correctly and consistently.

A new brand will fail if your staff do not believe it fits your values and business strategy. Success comes only when the inside of the company is aligned.

To do that, you need to:

• Make sure everyone can take part and share their ideas, thoughts and feelings about the change.
• Make sure staff are ready to adjust communication campaigns, platforms, websites and email notices, and fully explain to customers, investors and the community why the brand is being refreshed.

Step 6 – Launch the new brand

Launching the new brand should be quick and decisive, handled like your original launch or even better. The goal this time is to let everyone know your brand has changed, rather than to introduce yourself for the first time.

Tell them why you are rebranding and what it means for the future of the business. Most people dislike arbitrary change, and they trust you more when you are open about it. Stress the benefits customers will get from the change. To avoid legal trouble, also register the trademark to protect the new brand against disputes or later issues.

Step 7 – Collect feedback and adjust (if needed)

Rebranding does not end when you launch publicly. Even with advance notice, you will likely see mixed reactions more clearly now.

The best way to know how people feel is to collect feedback from your target customers, analyze how the new activities perform and assess the impact of the refresh on your goals.

A brand refresh is an essential process for any business. It also marks a new, exciting stage in your business journey. Done by the right process, it is a strategy that attracts customers and helps you reach your business goals.

Rebranding, or refreshing a brand, is not only about changing outward appearance. It also means reviewing how the brand appears and connects with customers across the board. That is why redesigning the brand identity kit professionally is a step you cannot skip.

MONA Media is currently a provider of brand identity design service , a trusted agency, helps businesses improve the experience at each touchpoint and leave a lasting mark with customers.

MONA's core goal is “take your business up a level”, giving you a new look through a build your brand image “exclusive” and thorough process, from logo design, banner design services, poster design,…

SEE the identity kit created in the MONA x VietNexus Logistics partnership

What are you waiting for? Call now HOTLINE 1900 636 648 or get direct advice from the MONA Media team below.

Rebranding case studies, failures and successes, to learn from

Before rebranding, a business should keep this in mind:

• Restructuring a brand does not change its essence.
• Study your existing customer base and target market carefully so the change fits them.
• Finally, you need a way to communicate and spread the story behind the change.

Below are 2 notable rebranding case studies that got a positive response and 1 case study that got a negative one, for you to learn from during your own rebrand.

Viettel: Repositioning with a completely new identity

Viettel officially announced its new brand identity including the logo, slogan and main colors. The blue, yellow and white palette used for 16 years was replaced entirely by red, which stands for youth, passion and the colors of the national flag, a source of national pride.

The brand slogan was shortened to “Theo cách của bạn” (Your way) rather than “Hãy nói theo cách của bạn” (Say it your way) from the earlier version. On this change, Mr. Le Dang Dung (Viettel's General Director) put it this way: “Before, customers had to tell Viettel what they wanted. Now they don't need to say it. Viettel understands and serves instantly through automation, AI and big data.”

Why did Viettel rebrand? Simply because its development strategy changed. It made clear that Viettel is no longer just a telecom service provider but a company carrying out its mission of “Tiên phong kiến tạo xã hội số” (Pioneering the digital society).

Burger King: Changing the identity by refining the old classic logo

Burger King made its first brand overhaul in more than two decades. But surprisingly, this identity change was a return to its old logo, in a minimalist, classic style.

On the logo change, a Burger King representative said: “There is no blue food and burgers aren't glossy. So our modern logo needed to change.”

The brand returned to the logo used from 1965 to 1998, with improved proportions and typeface to better fit modern tastes.

The identity changed across packaging, staff uniforms and restaurant design. The colors became brown, orange, red, green and yellow, inspired by the brand's signature dish, the Whopper.

With this change, Burger King wanted consumers to know that, instead of “fast” food, it would focus more on product quality. A “realer” product with fresh ingredients, no additives and better for health would earn more customer trust, as the new logo expresses.

GAP: The fastest return to an old logo in rebranding history

After the financial crisis, the famed fashion brand GAP saw that it needed changes to make an impression on the market, and chose to rebrand. But the change drew a lot of negative reactions and criticism from the brand's own loyal customers. It had to go back to the old logo just 6 days after announcing the new one.

The most notable reason behind GAP's failed campaign was the “unannounced” change. They simply posted the new logo with no announcement or media campaign to go with it. On top of that, the new logo looked nothing like the old one and did not impress consumers.

From these 3 case studies, you can see that for big brands, carrying out a rebrand should not be a completely different look, but should carry over the distinctive elements to keep loyal customers, then improve gradually. A “launch” campaign for the new identity is also essential so loyal customers get the information and see the change more positively.

Rebranding is necessary, but it is a big-picture strategy with real challenges. If you are looking for a breakthrough in how you reach customers, or your brand plans a “transformation”, consider a rebrand. We hope what MONA has shared about what rebranding is and 7 steps for a successful brand refresh above helps you get the best results and spread your brand image on every platform.