Rebranding

What does it mean

Rebranding is a process of changing the strategic direction and visual identity of an existing brand. It is not just about "redrawing" the logo, but a deep change in how the company appears both externally and internally. The goal of rebranding is to update the brand's perception in the eyes of customers, differentiate from new competition, or reflect changes in the portfolio of products and services.

More info

Rebranding can have varying intensities. We distinguish between visual refresh (facelift), where only the logo and colors are slightly modernized, and comprehensive rebranding, which may include changing the name, values, target audience, and the entire communication strategy.

Companies often approach successful rebranding at a moment when their original identity has "grown" – the company has become more professional, expanded into foreign markets, or merged with another company, and its visuals no longer match the current quality and market position.

Rebranding as a new start for your business

A well-executed rebranding can bring the brand back into the game and open doors to more demanding customers.

Why do companies approach rebranding?

• Change of target audience: If a brand wants to appeal to a younger generation or move from the low-cost segment to the premium category, the visual identity must communicate this change first.

• Modernization and digitalization: Many older brands have logos that are unreadable in the digital environment (mobile apps, social networks). Rebranding ensures their full functionality online.

• Reputational restart: Sometimes a change of identity is necessary to rid the company of negative past associations and start with a clean slate.

• Unification after acquisition: When merging multiple companies under one parent brand, rebranding is essential to create a unified and strong entity.

Benefits of successful rebranding

• Increase in market value: A more professional brand image directly influences the perceived value of your products or services.

• New energy into marketing: Rebranding is a great opportunity to launch a major campaign and regain market attention.

• Improvement in employer branding: Employees are prouder of a company that looks modern and progressive, which helps in recruiting new talent.

• Strategic tidying up: The rebranding process forces you to redefine your "why," which often helps the business and management itself.