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What Is Rebranding?

A company rebrand occurs when a business or organization decides it’s time to change a significant element of the brand. Such a change may be obvious like a new name or logo, or it might be more subtle such as a slight shift in messaging to better communicate a more relevant tagline. Anyway you slice it, rebranding is extremely important. Why do companies rebrand? There are actually a multitude of reasons why a business might initiate a corporate rebranding or the rebranding of a product or service.

  • Better Communication 95%
  • Higher Sales 80%
  • More Website Traffic 50%
  • Email Subscribers 75%

Why Rebrand?

1. Predicted Growth
When a company is preparing for expected growth, it might rebrand products and services into a consolidated brand. This is often done for consistency and to save money over time. This type of rebranding is also done when a company simply needs to create a greater sense of brand unity across its business.
2. New Line of Business or Market
When a company enters into a new line of business or market that is not cohesive to the existing brand identity, a rebranding might be in order. Remember when Apple was known as Apple Computer? As the company evolved into new lines of business beyond computers, the original brand name was too restrictive. With a simple snip to the ancillary word in the brand name in 2002 (which most people didn’t use anymore), the brand was ready for new growth and opportunities.
3. New Audience
When a company wants to appeal to a new audience, a rebranding might be necessary. Keep in mind, the rebranding might not require an actual name or logo change, it may just need a new tagline or way to target a specific audience. Think of McDonald’s referring to itself as MickeyD’s in commercials to target a different demographic from its traditional family audience.
4. Relevancy
When a company realizes its brand is losing relevancy in consumers’ minds, it might be time to rebrand. The Yellow Pages rebranding is a perfect example. With the use of printed Yellow Pages directories declining, Yellow Pages rebranded to YP and began to focus more attention on the digital space making it significantly more relevant
5. Competitive Influences
Sometimes a company’s competitors’ activities can be the catalyst to a rebranding. When a competitor renders your brand useless or dated, a rebranding could help you regain a foothold in your market and give you the facelift you need to effectively strike back.

Remember: A Mobile Site Can Boost Your Sales By 50%

Mobile Refresh - Why You Should Have a Mobile Friendly Site

Rise of the smart phones: Smartphones have become affordable over the past few years. Almost everyone is looking to buy one. These devices are excellent for hand held browsing. Since the sale of smart phones is increasing, it only makes sense for companies to have a site that can be easily browsed through on these devices.

Extensive Demographic Studies

Popularity of mobile internet: According to studies, about 40% of the people who have a mobile phone use it for going online, and half of them will go online at least once every day. This presents a huge opportunity for a business.

People want MOBILE!!

Don’t get beaten by competition: People love to browse while traveling. However, when they find that sites that they normally used at their PCs are not mobile compatible, they might end up switching to a site which provides similar services and is mobile compatible as well.

SEO: Having a mobile friendly website also helps in SEO as it helps improve rankings on mobile friendly search engines such as Google or Yahoo.

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