Conquering the Beast: The Rebranding Process

By Emily Christman on April 04, 2023

Recently, I have been very interested in the process of rebranding. Refreshing a brand can be a daunting task for any organization, no matter the size. The rebranding process is a significant undertaking that requires careful planning, execution, and management to ensure success. On this episode of the Destination Marketing Podcast, I talked with Jason Linder, CEO of Ripe, about his company’s experience with its new rebrand. In this article, we’ll take a closer look at the ins and outs of rebranding and explore some best practices for companies and DMOs considering a brand overhaul.

Why rebrand?

There are several reasons why companies may decide to rebrand. Some may want to shed an outdated or negative image, while others may want to better align their brand with their evolving business strategy. Others may need to differentiate themselves in a crowded marketplace or appeal to a new audience. Check out our previous article on the signs that it’s time for a rebrand. 

Whatever the reason, rebranding is not a decision to be taken lightly. It requires a significant investment of time, money and resources, and can be risky if not done correctly. In the episode, Linder gave his advice to companies considering a rebrand. “Pause at first and think about what you want from the rebrand. Does this tie into messaging or is it just visual? Brands can fall apart quickly if they don’t have a good foundation.”

The Rebranding Process

The rebranding process typically starts with a deep and thorough analysis of an organization’s existing brand identity, including its name, logo, messaging and visual elements. This analysis should explore what the current brand is and consider how well the brand aligns with the organization’s goals, values and target audience. Explore what the current brand does right, as well as what areas can be improved upon.

Once this analysis is complete, start developing a new brand identity. This could involve creating a new name, logo, color scheme and messaging that better aligns with the company’s business goals and target audience. This process could also involve updating visual elements such as website design, packaging and marketing materials.

Managing the Transition

Once the new brand identity has been developed, it’s time to manage the transition to the new brand. This involves updating the company’s website, social media profiles and advertising campaigns to the new brand. 

Managing this transition can be challenging, particularly if your organization had a well-established brand or had never gone through a rebrand. It’s important to communicate the rebranding to consumers and local stakeholders in a clear and consistent manner and to provide them with the information they need to understand and embrace the new brand.

Rebranding can be an incredibly powerful tool for organizations looking to differentiate themselves in a crowded marketplace or better align their brand with their evolving business strategy. By following best practices and carefully managing the rebranding process, companies can successfully navigate this complex undertaking and emerge with a stronger, more compelling brand identity.

Ready to explore the process? Reach out to the team at Relic to see how we could help!