When & How to Rebrand Effectively

A number of familiar brands and companies most likely come to mind when you hear the term ‘rebrand.’ When executed successfully, a rebrand is a tactic to keep businesses evolving. When done at the wrong time or without the right considerations, a rebrand can jeopardize the brand equity you’ve built—not to mention waste valuable dollars and time.

TAKEAWAY #1: A rebrand is a big undertaking and timing should be considered strategically.

When thinking of a rebrand, many people may only associate it with a logo change. Rebrands can certainly involve updating visuals or even the name of a brand, especially if a business’ identity has shifted over the years. But the process may also involve updating or adding key messaging while retaining the existing visual elements.

Which level of rebranding to consider is tied to what is motivating the decision. A few reasons a rebrand would be beneficial are: for market repositioning—reaching a new target audience or responding to changes in the market; for brand relevancy—updating a brand whose image or messaging is no longer resonating with a modern audience; or for business evolution—whether it’s a merger, business acquisition, or a shift in offerings.

TAKEAWAY #2: There are different levels and different objectives to consider when deciding on a rebrand.

If any of the mentioned motivations resonates with you, and you’re ready to tackle a rebrand, it’s important to prioritize the project, partner with the right agency to keep the process moving efficiently, and note all the areas that will be affected—from internal assets to marketing projects to signage. Here at Fig Industries, we always walk our clients through an initial brand audit to gain a full understanding of the company, their core roots, how they evolved to what they are now, and what their vision is for the future.

Our team is passionate about collaborating throughout the entire process and aiding in the launch of the rebrand in a way that makes a big splash and invites new opportunity.

TAKEAWAY #3: Done right, a rebrand can open you up to new audiences and inspire growth for your business.

 

Project Feature: The Inn & Suites at Kitchen Kettle Village

Our team worked with longtime client Kitchen Kettle Village to refine the brand for their Inn & Suites. Embodying the cozy and welcoming experience of staying at The Inn & Suites, our team updated the logo and color palette to compliment the Kitchen Kettle brand identity, keeping the heart of the brand intact while equipping The Inn & Suites to attract a broader audience of potential guests through modern imagery, a new website, and custom collateral. Learn more