Rebranding guide

What is rebranding?

Rebranding is more than just a new logo, colors, and visuals. It's an emotional shift reflecting a change in your business direction, customer experience, or services. It's about restructuring your business to better connect with your customers.

Why rebrand?

The main purpose of rebranding is to strengthen the connection with your customers.

Here's how rebranding can help achieve this goal:

• Change of Experience
  
  For example, you own a classic offline business and implement a new application and client account on the site. You are changing the experience of placing orders, using an individual discount system, and tracking orders. Now, you are always in touch with your customers. Such a customer experience will change the perception of your brand.
• Reactive Rebranding
  
  If you encounter significant operational problems or criticism of customer service, the new brand will help to change perceptions, convey new meanings, work out the existing negativity, and reach a new level of interaction with the client.
• Changing an idea, goal, or mission
  
  Rebranding may be required when your brand's message, goals, or mission changes. This may happen when partnering with another company, changing strategy, or targeting a different audience.

When should the rebranding take place?

Before you start rebranding, think about the following questions:

• What does your brand say?
  Make sure that your brand idea is clear and resonates with your customers.
  
  
• What is your brand's current problem?
  Rebranding is often necessary to solve significant problems, not just to increase popularity.
  
  
• Has your target audience changed?
  If there have been major changes in your audience, it may be time to rebrand.

The main conclusions

Branding is about perception. It matters not just what you represent but also how people perceive your brand. A strong brand reflects consumers' beliefs and feelings. What matters is what your customers think you are doing and how you make them feel.

Your brand needs to evolve. Adding new services or features can sometimes require a partial rebranding.Provide clarity. Your customers should easily understand your message and intentions.