How To Navigate a Business Rebrand

How To Navigate a Business Rebrand

Jan 2021

How To Navigate a Business Rebrand

We’ve all seen businesses undergo massive, game-changing rebrands. They played with the shape of their packaging, updated their logo, picked out a brand-new mascot, or did a complete rehaul of their brand. Whatever the reason, they decided it was time for a change. At some point, every business will face the prospect of rebranding their business. As the times change, so do popular trends, themes, and styles. To keep up, you’ll have to tailor your brand to fit with consumer preferences. When it’s done right, rebranding can have a positive impact on the way people perceive and interact with your business. But when you’ve never rebranded before, how do you learn to navigate the process? Here are some tips on how to navigate a business rebrand so you can rebrand your business as effectively as possible.

What’s Rebranding?

A rebrand involves changing a company’s corporate image. A company that’s rebranding might change its name, symbol, logo, related visual assets such as marketing materials, or all of the above. Companies don’t rebrand without a reason. The goal of rebranding is to create a new, differentiated brand identity that appeals to consumers, investors, prospects, competitors, employees, and the general public.

Why might a company choose to rebrand? Companies are always evolving, and so is the world around them. To stay competitive, they might need to upgrade their brand, branding, and anything else associated with their name or products. Rebranding is a great way to modernize a business, differentiate it from the competition, escape a negative reputation, and more.

When Is Rebranding a Good Idea?

One tip on how to navigate a business rebrand is to know when it’s a good idea. Sometimes, you won’t need a complete rebrand. A brand refresh might work for you, instead. A brand refresh involves polishing or updating your existing brand elements. You might take your original logo and change a few elements, such as the thickness of the text or its overall style. But there are a few telltale signs that rebranding is the better option. Some reasons to undertake a complete rehaul of your brand and branding include:

  • Your business has changed focus or direction
  • Your business’s existing brand looks outdated
  • You need to stand out from the competition
  • You need to appeal to a new or different customer demographic
  • You need to rebuild a reputation
  • Your business has experienced rapid expansion or undergone mergers

Tips for Rebranding

Once you decide you’re ready to rebrand, you’ll want to follow the six essential steps of rebranding: auditing, researching, ideation, strategy, creating, and deployment.


To start, you’ll want to review your current brand performance. Evaluate your marketing, positioning, perception, business goals, and anything else that’s relevant.


Do an in-depth analysis of the industry landscape, including competitors and consumer research.


At this stage, you’ll need to start generating ideas for brand messages, visual symbolism, and business collateral.


By aligning your marketing channels, technology, and collateral along with your business objectives, you can create a cohesive strategy.


It’s time to start designing and developing your brand collateral, digital platforms, and more.


You did it! Start planning the delivery and launch of your new brand.

When you’re ready to debut your new brand, you’ll need signage that reflects your updated brand identity. If you’re looking for business signs in Atlanta, Atlanta Custom Signs has everything you need. Come check out our wide selection of indoor signs, outdoor signs, and vehicle wraps today!


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