Rebranding is a marketing strategy that involves changing aspects of a brand to refresh its image, reposition it in the market, or adapt it to new audiences. This process may include modifications to the name, logo, colors, visual design, or even the communication approach.
In this article, we’ll explain the meaning of rebranding, how to apply it, and explore real-life examples of brands that have undergone this transformation.
Meaning of Rebranding
The term rebranding comes from English and refers to the redesign or reformulation of a brand’s identity. Its goal is to create a stronger connection with the target audience or adapt to changes in the market.
There are two types of brand rebranding:
Total: A complete transformation of the corporate identity.
Partial: Specific changes, such as redesigning the logo or adjusting the communication tone.
Rebranding is usually carried out when a company wants to overcome a reputational crisis, expand into new markets, or align with current trends.
How to Execute a Successful Rebranding
Knowing how to rebrand effectively requires planning and a clear understanding of business objectives. Follow these essential steps:
1. Analyze Your Brand’s Current State
Evaluate which aspects need improvement, such as customer perception, visual identity, or brand messaging.
2. Define Your Objectives
Clarify your goal: Do you want to attract a new audience, modernize your image, or overcome a crisis? Understanding the "why" behind the rebranding is crucial.
3. Research Your Audience and Competitors
Understand what your customers are looking for and analyze how leading brands in your sector stand out.
4. Redesign Strategically
If you’re making visual changes, like a new logo or color scheme, ensure they reflect your brand’s new vision.
5. Communicate Changes Transparently
Announce your rebranding clearly, explaining to customers the reasons and benefits of the change. Supporting this with strong branded content is essential.Casos de rebranding en marcas conocidas
Rebranding Cases in Well-Known Brands
To better understand rebranding, here are some real examples of well-known brands that have successfully undergone this transformation. Many companies have used this strategy to tackle new challenges or improve their brand image.
Here are some standout rebranding examples:
Desigual (2020)
The fashion brand made a bold move by flipping its logo upside down to symbolize its commitment to breaking norms and connecting with younger audiences. This change reinforced its disruptive brand identity.RTVE (2022)
The Spanish public broadcaster revamped its visual identity to simplify its image and adapt to the digital environment. This unification gave all its channels a more contemporary and functional design.BBVA (2019)
The Spanish bank unified its global image and adopted a digital-first approach, reinforcing its message of innovation and customer closeness.Tous (2020)
The jewelry brand modernized its visual identity to attract a younger audience while preserving its iconic essence. This rebranding helped strengthen its position in the highly competitive luxury market.
These rebranding success stories prove that a well-executed strategy can give a brand a fresh look and new momentum, positioning it more effectively in its market.
At Easymailing, we know that rebranding is a powerful tool for reconnecting with your customers. Our email marketing solutions help you communicate brand changes effectively.
