When is the right time to rebrand? In many marketing strategy engagements, this question invariably arises as research implications underpin shifting market dynamics and evolving consumption models for our clients.
Critical to answering this question is understanding that rebranding or refreshing a heritage brand, intended or not, signals to the market place that something of significance about the business is changing. Too often rebranding is undertaken as simply a reactive means to garner attention or supercharge a campaign launch that will drive engagement in the near term, but lacks sustainability and risks leaving internal and external audiences underwhelmed and disappointed.
A successful rebrand requires a coordinated effort across the organization so that the brand evolution is delivered at every touch point from senior management to frontline employees and product/service experience. It requires discipline and rigor, but also the energy and excitement to tell the organization’s new, compelling story. Getting this right is as much art as it is science and the brands that get it right put their customers and authenticity at the center of every aspect of their approach.