How Rebranding a Company Can Lead to a Long-Term Growth

How Rebranding a Company Can Lead to a Long-Term Growth
Article by DesignRush DesignRush
Last Updated: June 24, 2022

Chances are that you have an idea of the power of branding and what it can do for your company's success. After all, most of the companies you can name off the top of your head are household names because of their branding.

At present, it's even easier to discover and connect with brands thanks to social media. With about 90% of customers reaching businesses through social media, it's even more essential that your brand stands out among its peers on these platforms.

Whether your business started with a brand strategy in place or you've been able to get by with just a business name and a simple logo for so long, a comprehensive business rebranding is a step to consider for your company's long-term growth.

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What Is Rebranding?

Rebranding is a process in marketing strategy that involves the redesigning of your brand identity, visuals and messaging to realign them with your long-term goals and your target audience’s expectations and needs.

Rebranding can include various collateral representing your brand, such as a new logo, a refreshed color palette, an updated tagline, and a revamped social media presence. You can also choose to go back to your fundamentals, remake your mission-vision statement, and let it guide your rebranding decisions moving forward.

In making these changes to your business, you exercise further introspection of your business's goals.

  • Does it still align with your initial objectives when you first started your company?
  • Are you still able to provide the quality of service you have set?
  • How well are you able to serve your customers and cater to their needs?

Reconsidering these can help get you started as you rebrand.

Which Business Elements Does Rebranding Entail?

There are key components to your brand that are usually affected when you rebrand, if not always. Below are some of the brand elements you should consider updating as you rebrand.

Brand Story

This usually comes in the form of a company history, mission-vision, or a manifesto. It's a good place to start when crafting your brand, because it can inform your choices as you progress.

Your brand story answers the question of what initially motivated you to start your business:

  • What is the need that you are seeking to fill?
  • How were you inspired to build your company to where it is now?

These details encompass your company's founders and its leaders, milestones you've achieved throughout the time you've been providing a service, and how you see the future of the company.

Brand Visuals

As its initial touchpoint, your brand visuals are how the audience encounters your business and how first impressions are formed. You may know these as the brand's logo, color palette, graphics, image and video collateral you see on the website, social media, and advertising materials, among others.

These are typically the easiest way to experience the brand for your audience, how you can capture their attention, and craft potentially entertaining and engaging content they can enjoy.

Brand Persona

Your brand's personality shines best through your written material and messaging framework, both on printed and digital copy. This comprises of your brand voice and attributes that can shine through your messaging and copy. Similar to your visuals, this builds a platform through which your audience can connect and relate to your content.

How to Rebrand Your Company

Knowing now the benefits of rebranding, how exactly does one rebrand? There are a few different ways you can approach this. It all depends on your goals and how much you plan to change.

One thing to keep in mind, whether you're a big corporation or a small startup, branding is a way you can approach business with as much authenticity as possible. This is most apparent when you are open to getting to know your sincere motivations from the start.

These can be your true north moving forward in your business, and can resonate with your target audience and customers. Knowing your intentions for your work and letting them guide you as you work on your brand can work wonders. If you choose to work with a rebranding agency, it will be the same starting point but certainly much easier since you’ll be working with branding professionals.

Before we get into the basic steps to rebranding, let's get into the different ways you can carry out and accomplish a rebrand for your business.

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6 Specific Steps to Rebranding a Company

It is possible to not have considered branding when you decided to start a business. It could have been as easy as you seeing a gap in the market and then marketing your products to fill in the gaps. Business, after all, is about making a profit. When you make steps to turn your business into a brand, however, that is when you can build a lasting impression for decades to come.

Step #1: Take Stock of Your Current Branding

Establish an understanding of your business's values, and how they are incorporated into your mission and vision. Take note of what you are doing right, what can be improved, and how you can readjust moving forward – even after the rebrand. With holistic changes come adaptable choices.

Step #2: Evaluate Your Audience’s Response to Rebranding

Prepare for how the audience may receive the changes you will make in rebranding. While change is a constant, most people still find it uncomfortable, especially if they've been loyal to your business for a long time and may be anxious about the changes you'll be making.

Conduct customer research as needed, be familiar with their wants and needs, and see how you can keep addressing them as you refresh your brand. Take this chance to note how well the brand changes will help you differentiate the business from its competitors. You can also consider future plans for how you can cater to potential audience you can garner with the rebranding.

Step #3: Collaborate With the Team to Develop and Implement Changes

Consider your workforce your first batch of approval for the rebrand. As members of the team, they will have valuable insight into what functions well and what can be minimized.

Working on the rebrand with the team gives you an opportunity to strategize with key movers in your company and get on the same page as to how you will achieve your future objectives together. This set up can work like this: Leadership sets the intentions for the brand, coordinates and gathers feedback from the team, and crafts the changes together.

Step #4: Stir up Audience’s Interest For Rebrand

This can serve as an initial test to see the audience's first impression of the rebrand will be like. If you're rebranding to refresh your image after some negative publicity, it can also gauge how hopeful your loyal customer base is despite the hiccups.

On the other hand, if you've generally had a positive imprint with your audience, this can tell you how well they will handle the upcoming rebrand.

Step #5: Monitor Reactions and Feedback

Of course, it's not enough just to be aware your audience can either like that you're rebranding or not. Tracking their responses is an essential metric that can inform if you're making good changes that they will appreciate and attract a new audience. Take their input into account and incorporate these into your rebranding strategy accordingly.

Step #6: Introduce Your Rebranded Business

Don't let this short list fool you, rebranding your business from scratch can take anywhere from 12 to 18 months. This timeline comprises the preliminary research, ideation and conceptualization, design and implementation, and rebrand launch. That said, this is definitely the most exciting part, as months of hard work are finally reaching the public. The next step is to see how well your audience receives your rebranded business.

Think of the most successful names in business: Google, Apple, Nike, Starbucks, Sony and Nintendo, to name a few, are companies who've been around for a long time and are more than just the services they provide to their customers – they are brands that have become household names in the years their customers have been loyal to them.

Despite how long these businesses have been around, however, it doesn't mean they've been immune to having to rebrand. It's an experience most, if not all, businesses will have to go through. So, the sooner you’re familiar with how to craft good branding, the smoother the process will be when the time comes to refresh your brand once again.

Why Is Rebranding Necessary?

Businesses and organizations rebrand around once every 7 to 10 years. It’s only natural, with the market constantly evolving, for your business to change along with it.

It is especially critical to consider rebranding if your business hasn't been through the branding process at all, with only a business name and a basic logo to represent you to your customers. While this doesn't mean your business can't grow or succeed, it will also take a significant effort in your sales strategy to carry your weight and make sure your customers appreciate your value.

Branding allows your company's personality to come through, and it is what will resonate with your target audience. People want brands that can relate to their values and support their interests. Additionally, if your market has changed, or your own business objectives no longer resonate with your own goals, it would be the perfect time to consider rebranding.

What other concerns may a business have that can motivate a rebrand?

To reflect the company's long-term goals

Your business doesn't have to be decades old to need a rebrand. Business is unpredictable and there are many things that could happen between your first day and today. Rebranding can be prompted if you feel you've outgrown your mission and vision for the company. You might be considering a redirection for your business, and rebranding is a good way to realign with your new internal goals.

This can also apply to businesses that are in the process of mergers and acquisitions – with new management and staff restructuring, it wouldn't be a surprise if the company undergoes a rebrand to adjust to the change.

Your company can also go through a rebrand if a market repositioning is in order. If your business is considering a new market to approach, with a different set of products or services, the brand will have to match these accordingly.

To stand out among its competitors

For your company to catch your audience's attention and upstage the competition, investing in your business's brand is the way to go. This is a critical step for those who haven't gone through the basics of branding their business.

You can start developing your brand, or rebrand, as soon as you establish what distinguishes you from your competitors, it can guide your long-term goals. Growing through these introspective steps can inform your branding choices, and establish how you can provide a unique service to your customers that can help you stand out.

To give the brand a new look

Even a simple update to your visuals can do wonders to renew your brand. Anything from changing your logo, your website design, your graphics and your social media feed can incite revived interest in your business. Long-time customers will be curious to see the transformation, and how much you’ve rebranded.

Be sure to take steps to keep the aspects of your brand which your customers like. Retaining these elements shows your loyalty and appreciation to them. While this isn't always possible, it's a good idea to address these changes and put forward your intentions for making them.

To refresh the brand's character

The highs are a part of business as much as the lows. Rebranding is the go-to strategy in place to redirect the business from their blunder to a much cleaner path. This is especially applicable to brands that may have been established under different circumstances that are no longer acceptable to today's standards.

Facebook’s shift in 2021 to becoming Meta has driven a wider acceptance to rebranding. As a large corporation, it was an unconventional step to change most of what almost 3 billion people are familiar with using to realign with their company's goals to connect people. This was also an effort to shift attention from the general impression of Facebook after the political controversies it faced in recent years.

There is also the case study of weight watchers and Oprah where the brand experienced significant success after realigning their values, rebranding their designs, and eventually receiving an endorsement from Oprah. Ideally, your company would be free from such circumstances, but a rebrand is a good way to acknowledge your limitations and make efforts to do better moving forward.

How to Know If You're Crafting Good or Bad Branding

Think of branding as a means to connect your business with its primary audience. As you craft a brand that communicates your brand identity and unique proposition, you are also addressing your customers' needs and why you're the solution to their problem.

This provides an opportunity for you to build a long-term relationship between you and your customers, whether they convert from a lead into a sale right away or later down the line.

Branding seeks to incite awareness and keep the customers' attention for a long time to come, so that your company becomes the business at the top of their minds when they do eventually need a solution from you.

Good branding, then, is when you follow up on this initial impression of how you can serve them with a quality service that satisfies what the customer wants. Bad branding is when you become disingenuous to the messaging you've put out into the world and promised to serve your audience.

At the end of the day, the real purpose behind branding should be more than the surface-level look of your business. It should start with the foundations you've established from the beginning – and in terms of rebranding, you've readjusted your sails and developed conditions to push forward your goals.

It takes a considerable amount of introspection and knowing the ins and outs of what you would like to achieve in the long run. Skipping this step will leave holes in your branding strategy, as it will only be surface level changes you'll be making, and wouldn't be helpful to your long-term branding. Make sure to consider what is truly important to your business and determine how it can resonate with your audience to most effectively provide satisfactory service.

Top Rebranding Agencies to Help Grow Your Business in 2022

The world of digital marketing has changed dramatically over the past few years.

It’s no longer enough to have a website, hoping that it will bring in sales without any further effort on your part.

Today’s consumers are far too savvy to fall for this approach– they expect brands to provide them with a seamless experience across all channels.

You need a team who understands how people interact with brands today– online and offline– to create something extraordinary for them.

When rebranding your business and giving it the boost it needs, these agencies yield the best results in the market.

1. 411Writers

  • Location: 101 Convention Center Dr #900, Downtown, NV 89109, United States, Las Vegas, Nevada 89109, United States
  • Average Hourly Rate: Inquire
  • Expertise: Digital Marketing, SEO, Content Marketing, eCommerce Marketing

When it comes to content, you need a writing agency that understands your business and your industry. You need one that can turn ideas into a thousand words, like 411 Writers.

Rebranding your business means reinventing your brand, and you would need professional writers to churn the right message to help you reach a wider audience.

With over 80 in-house writers specializing in writing for 389 different industries, this branding agency can provide businesses with quality website content at a price suited for your budget.

The team understands that every business is unique, so there is no one-size-fits-all solution.

That's why they offer personalized approaches to every project while maintaining high standards of corporate writing.

All you need to do is dictate your price, choose your writer, pitch your idea, and watch them do their magic refining your brand’s identity.

2. Click Leaders

  • Location: Aleja Najświętszej Maryi Panny 12d, Częstochowa, 42-202, Poland
  • Average Hourly Rate: $100/hr
  • Expertise: Fashion Branding, eCommerce, Digital Marketing, Social Media, Google AdWords, SEO, UI/UX Design, Advertising, Graphic Design

Rebranding is all about making a change. It's about taking your business to the next level and having a new look that represents who you are, what you stand for, and where you want to go.

Click Leaders has been helping businesses just like yours rebrand since 2016.

The agency knows how important it is to have an online store that represents your brand perfectly, and they offer comprehensive services designed with your needs in mind.

Moreover, its process is transparent, so you know what's happening—from pre-production to testing, launch, and post-production.

And when it's time to get down to business, the team is efficient, active, and quick. That's why Click Leaders hit an average of 37% growth revenue for their clients.

3. Huckleberry Branding

  • Location: 5211 Granny White Pike, Nashville, Tennessee 37220, United States
  • Average Hourly Rate: $150/hr
  • Expertise: Brand Development, Digital Marketing, Creative Design, Logo Design, Graphic Design, Web Design, eCommerce Web Design...

Nashville-based Huckleberry branding has prided itself in its ability to transform brands and businesses with its expert, full-stack services since opening its doors in 2013.

Huckleberry Branding offers services such as brand development, digital marketing, creative design, and various types of web design. It helps their clients find their unique voices to stand out amongst the crowd.

In their own words, “What you get from Huckleberry Branding is much more than just a logo or a website. What you get from us is peace of mind that you are making a longstanding investment in the growth of your business for years to come.”

Huckleberry Branding clients: HCA Healthcare, XMI, Jumpstart Foundry, Tennessee Whiskey Trail, First Farmers Bank and Drennan & Associates.

4. Robyn & Robyn

  • Location: PO Box 235, Laguna Beach, California 92652, United States
  • Average Hourly Rate: $150/hr
  • Expertise: 360° Digital Services, Branding, Logo Design, Graphic Design, Video Production, Package Design...

Specializing in bespoke branding, Robyn & Robyn takes care of their clients from start to finish.

By intertwining creativity and innovation, getting to know its clients personally and honing their talents in branding, logo design, package design and web design, Robyn & Robyn manages to create a seamless process for those looking to build a long-standing, recognizable brand.

Robyn & Robyn also collaborates with vetted PR agencies, consulting firms, creative professionals and their in-house marketing team to deliver outstanding products.

Robyn & Robyn clients: Norman Covan, Stand for Vets, Holcom Petersen, Lee Mintz and Conetrix.

5. BrandLume

  • Location: 91 Oxford Street, Toronto, M5T 1P2, Canada
  • Average Hourly Rate: Inquire
  • Expertise: Branding, Public Relations, Package Design, Web Design, Web Development, Digital Marketing...

It’s no easy feat retaining 96% of your global clients, but BrandLume seems to pull it off effortlessly.

The self-proclaimed “Amazon of Agencies” provides many services to cover all your branding needs—from web development to SEO, package design and public relations; there truly is no end to this one-stop-shop!

Additional benefits to working with BrandLume are that its clients aren’t tied to long-term contracts and can enjoy up-front, wholesale prices. And with 6400 clients and over 400 agencies on their roster, clients can expect world-class support throughout their projects.

BrandLume clients: CarHub, Spirit of Math, Laser4Less and CladCan.

6. Felice Agency

  • Location: 2501 N. 7th Street, Phoenix, Arizona 85006, United States
  • Average Hourly Rate: $150/hr
  • Expertise: Branding, Video Production, Public Relations, Web Design, Web Development, Digital Marketing

One thing to note about Felice Agency is that this digital marketing company genuinely relishes helping its clients grow in recognition and sales.

Specializing in full-stack services such as branding, video production and digital marketing, allow Felice agency to boost your business beyond its limits. This US-based digital marketing agency provides its clients exceptional customer support throughout their project, allowing them to kick back as the heavy lifting is done for them.

Felice Agency clients: SKU Distribution, Kore Composites, Micro-Ant and Adopt Technologies.

7. Hibiscus Brand Management

  • Location: 1118 Sam Newell Road, Suite C, Charlotte, North Carolina 28105, United States
  • Average Hourly Rate: $150/hr
  • Expertise: Branding, Naming, Small Business Branding, Law Firm Branding, Logo Design, Graphic Design...

Ever heard of the phrase “keep it simple, silly?” This is precisely how Hibiscus Brand Management takes on its branding projects.

First and foremost, a graphic design firm, Hibiscus Brand Management boasts an eye for clean creativity. At the same time, their expertise lies solidly in branding, logo design, creative design, web design and Instagram marketing.

Clients of Hibiscus Brand Management can expect a smooth, straightforward process throughout their project with a side of top-tier customer support.

Hibiscus Brand Management clients: Davinci Jets, Skyridge Yurts, Pike Properties, Kliebert Law, Hazel O. Salon and Atlanta Air Charter.

8. BAKER Associates

  • Location: 6110 Blue Circle Drive Suite 100, Minnetonka, Minnesota 55343, United States
  • Average Hourly Rate: $140/hr
  • Expertise: Branding, Naming, Fashion Branding, Food and Beverage Branding...

BAKER is an independent, award-winning branding agency whose passion for building brands produces exceptional creative solutions. Their deep understanding of relevant trends, clients' market, diverse channels and consumers earned them long-term relationships with clients from many verticals.

Progressive and thoughtful design is one of the keys to this agency's branding expertise. Apart from branding services in multiple industries, they also provide web design, video production and business consulting solutions.

BAKER clients: Costa del Mar, Campbell Soup Company, Henkel, Edgewell...

9. DAVID.MARKET

  • Location: Camp David Co-Working 237 36th St, Brooklyn, New York 11232, United States
  • Average Hourly Rate: Inquire
  • Expertise: Branding, 360 degree services, Web Design, Digital Marketing, PPC...

DAVID.MARKET is a premium digital and creative agency that helps growing creative brands jumpstart their growth through digital and creative marketing. The company optimizes and builds brand strategies and execution and provides branding, SEO, PPC digital advertising, and website design and development.

The agency has 20+ years of combined digital marketing and business experience. They specialize in helping brands project their core business strengths into their markets.

DAVID.MARKET clients include Miko, Solid Merch, Foray Design and Parasol Projects.

10. MSLK

  • Location: 23-23 33rd Rd., Long Island City, New York 11106, United States
  • Average Hourly Rate: Inquire
  • Expertise: Branding, Logo Design, Graphic Design, Package Design...

MSLK is a branding agency that specializes in helping beauty brands find their voice in today's crowded market and send a unified message through 360° brand positioning — from overall brand strategy to brand identity, packaging, retail experience, websites, social media campaigns and sales.

Their strategic process and consumer insights turn the subjective creative process into an objective one, producing award-winning, attention-grabbing, and revenue-generating results for their clients. Every service plan is custom-tailored to client needs and complements the client's in-house capabilities. 

MSLK's clients include Chanel, Maybelline, African Pride and Joico.

Rebranding Takeaways

A rebrand doesn't always have to be motivated by bad press. You can rebrand your company to better realign with your goals, particularly if you've evolved past your original ones since starting your business.

Rebranding is an essential marketing strategy to keep on hand for when you decide that it's time for your brand name, visuals, and attributes to get updated. As you rebrand, keep in mind your long-term goals, how you can better serve your customer base and balance these well.

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