Index
- What is corporate rebranding?
- What types of rebranding exist?
- How often can a rebranding take place?
- When does rebranding make sense?
- Interview with our web designer Alessandro
- Conclusion
Rebranding is one of the most important decisions for a company: it allows it to update its image, improve public perception and adapt to market changes. But how to understand if the time is right?
In this article we look at the main reasons to consider rebranding, how often to do it and the basic steps for an effective change. In addition, we asked Alessandro, our web designer, to share his experience and advice.
What is corporate rebranding?
In the corporate world, rebranding is a major change that affects several areas of a company. It involves not only modernising the design or corporate identity, but above all improving brand perception.
Rebranding is ‘a marketing strategy involving the creation of a new name, term, symbol, design, concept or combination thereof for an established brand, with the intent of developing a new, differentiated identity in the minds of consumers, investors, competitors and other stakeholders.’
By rebranding, you put parts of your offering or your entire company in a new light and change the way they are perceived by the public. When done well, rebranding strengthens the bond between your brand and your target group.
Rebranding is ‘a marketing strategy involving the creation of a new name, term, symbol, design, concept or combination thereof for an established brand, with the intent of developing a new, differentiated identity in the minds of consumers, investors, competitors and other stakeholders.’
By rebranding, you put parts of your offering or your entire company in a new light and change the way they are perceived by the public. When done well, rebranding strengthens the bond between your brand and your target group.
What types of rebranding exist?
Both the way rebranding takes place and the resulting changes depend on the objectives the company pursues and the scope of the rebranding. It is broad and ranges from updating individual brand elements to repositioning the brand itself:
- Smaller rebranding projects serve to refresh the visual elements of a company's logo or website.
- Partial rebranding focuses on the relaunch of individual products or company divisions.
- Larger projects go beyond changing the logo: in the case of a complete brand relaunch or name change, rebranding also involves changes to the colour palette, brand message, website and other elements of the corporate identity.
How often can a rebranding take place?
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Large companies in particular, such as Google or Apple, which have been on the market for a long time, carry out small and frequent rebrandings, e.g. of their logos. They ensure that their brands keep up with the times and look fresh and modern.
Still, one should not make major brand changes too often and only if there are important reasons for doing so. Besides, one of the goals of your brand is to create trust and loyalty in your target group. The reliability and recognition value of your brand and your company play an important role in this. All this takes time and you should give it to your target group.
Still, one should not make major brand changes too often and only if there are important reasons for doing so. Besides, one of the goals of your brand is to create trust and loyalty in your target group. The reliability and recognition value of your brand and your company play an important role in this. All this takes time and you should give it to your target group.
When does rebranding make sense?
Are you wondering whether it makes sense to rebrand your company? As a general rule, companies carry out a rebranding when
- their image has changed over time
- the brand has a bad reputation
- the brand is no longer up-to-date
- the competition has become too similar
- the market statement is not working
- mergers, acquisitions or reorganisations require it
- the target group is not specific enough
Let us look at each situation in more detail.
1) The image has changed over time
If you introduced new products or services, or are changing your business model or strategy, a rebranding is likely to be needed.
First of all, it is important to clarify why you want to rebrand. Define your values, your goals and how you intend to achieve them. Furthermore, know your brand inside out: it must be a solid bridge between vision, value proposition and corporate mission.
Your audience must clearly understand what you offer and why your product or service stands out from the competition.
First of all, it is important to clarify why you want to rebrand. Define your values, your goals and how you intend to achieve them. Furthermore, know your brand inside out: it must be a solid bridge between vision, value proposition and corporate mission.
Your audience must clearly understand what you offer and why your product or service stands out from the competition.
2) The brand has a bad reputation
If your audience has a negative or wrong perception of the brand, a rebranding can help you to correct it.
The causes can be many: a scandal, marketing mistakes, bad decisions or social changes. It is essential to review all brand touch points to identify the source of the problem and make targeted changes.
The causes can be many: a scandal, marketing mistakes, bad decisions or social changes. It is essential to review all brand touch points to identify the source of the problem and make targeted changes.
3) The brand is outdated
When you realise that your brand is obsolete, you should consider rebranding. ‘Obsolete’ in this sense can mean two things: you need a visual refresh to stay relevant or you are not keeping up with customer preferences.
Your visual elements, such as logos and graphics, may seem outdated. Since customers often rely on instinct and first impression, an outdated design may turn them away. If, on the other hand, customers' needs have changed, gather feedback to understand what they want today and adapt accordingly.
Your visual elements, such as logos and graphics, may seem outdated. Since customers often rely on instinct and first impression, an outdated design may turn them away. If, on the other hand, customers' needs have changed, gather feedback to understand what they want today and adapt accordingly.
4) Competition has become too similar
When your brand does not stand out from the competition, it is time to redefine your identity.
A successful rebranding can highlight what makes your offer unique and help you gain a competitive advantage. However, remember that it is essential to build a strong and consistent identity that inspires trust and speaks directly to your audience.
A successful rebranding can highlight what makes your offer unique and help you gain a competitive advantage. However, remember that it is essential to build a strong and consistent identity that inspires trust and speaks directly to your audience.
5) Market positioning is not working
If your customers do not clearly perceive the value you offer, it is time to rethink your brand.
Make sure your value proposition is clear and that your brand message reflects your services. Confusing communication alienates customers and damages your positioning.
Make sure your value proposition is clear and that your brand message reflects your services. Confusing communication alienates customers and damages your positioning.
6) Mergers, acquisitions or reorganisations
Rebranding is almost inevitable in the case of mergers or acquisitions. These changes profoundly alter the corporate identity, requiring a new strategy to integrate products, services and targets.
Key factors to consider
Key factors to consider
- Will the target audience change?
- Will services or products be modified?
- Will there be geographical expansion?
- Will a new name be required?
Any decision must be aligned with the needs of the audience.
7) The target group is not specific enough
If you have been targeting too broad or undefined an audience, it is time to focus on a more specific niche.
A rebranding can help you reposition yourself to speak directly to a well-defined market segment.
Remember that demographics evolve: stay flexible and revise your messages, products and touch points to adapt to market changes.
A rebranding can help you reposition yourself to speak directly to a well-defined market segment.
Remember that demographics evolve: stay flexible and revise your messages, products and touch points to adapt to market changes.
Interview with our web designer Alessandro
1) What was the most interesting rebranding project you worked on and why?
The most interesting project? Well, the one I am currently working on is the rebranding of ‘Gruppi Emergenti,’ an Italian portal that offers emerging Italian bands a platform to make themselves known and connect with a passionate audience.
The most stimulating challenge is to translate the energy, passion and authenticity of emerging music into a visual identity. It is not just about creating a logo or choosing colours, but building a visual narrative that is modern, recognisable and in tune with the music world. Such a creative and dynamic project is what every designer dreams of doing, because it brings together strategy, intuition and innovation.
The most stimulating challenge is to translate the energy, passion and authenticity of emerging music into a visual identity. It is not just about creating a logo or choosing colours, but building a visual narrative that is modern, recognisable and in tune with the music world. Such a creative and dynamic project is what every designer dreams of doing, because it brings together strategy, intuition and innovation.
2) In your opinion, what is the visual element that has the greatest impact during a rebranding?
The logo is without any doubt the core: it must be distinctive, evocative and able to tell the essence of the brand in an immediate way. However, it doesn't stop there. Think of the logo as the tip of an iceberg: underneath are other fundamental visual elements, such as the colour palette, typography and graphic style, that define the brand identity as a whole.
A technical example: a well thought-out palette is not only aesthetic, but functional. It determines consistency across all channels, from the website to social media. Typography, on the other hand, communicates tone and personality: a geometric typeface speaks of modernity, while a softer one conveys empathy and accessibility. It is the combination of these details that builds an effective and memorable visual identity.
A technical example: a well thought-out palette is not only aesthetic, but functional. It determines consistency across all channels, from the website to social media. Typography, on the other hand, communicates tone and personality: a geometric typeface speaks of modernity, while a softer one conveys empathy and accessibility. It is the combination of these details that builds an effective and memorable visual identity.
3) How important is the collaboration between client and designer in a rebranding process?
It matters a lot, in fact it is crucial. A designer can be the best creative in the world, but without an open and sincere collaboration with the customer, the result risks being superficial.
The client must be the starting point: nobody knows the brand better than he does. It is the designer who has to ask the right questions to gather information about history, values, mission and future goals. This dialogue creates a solid basis, avoiding misunderstandings and leading to solutions that truly reflect the brand's identity.
Unfortunately, it often happens that the client only focuses on the end result - the logo, the website - without understanding the process behind it. This happens because there is a lack of awareness of the complexity of rebranding. But the designer's job is also to educate, guide and make the client an active part of the process. It is a bit like playing a duo: only by working together can the right harmony be created.
The client must be the starting point: nobody knows the brand better than he does. It is the designer who has to ask the right questions to gather information about history, values, mission and future goals. This dialogue creates a solid basis, avoiding misunderstandings and leading to solutions that truly reflect the brand's identity.
Unfortunately, it often happens that the client only focuses on the end result - the logo, the website - without understanding the process behind it. This happens because there is a lack of awareness of the complexity of rebranding. But the designer's job is also to educate, guide and make the client an active part of the process. It is a bit like playing a duo: only by working together can the right harmony be created.
4) What are the signs that a brand needs rebranding?
Some signs don't lie:
- It no longer represents who you are: if your brand does not reflect your current values or evolution, it is time to change.
- You don't connect with your audience: a decline in interest or recognisability may indicate that your brand image no longer speaks to your target audience.
- You look dated: a visual identity that seems stuck in the 1990s (or worse!) risks making the brand feel outdated.
- New goals or markets: if you are aiming to expand or intercept a different audience, the brand must adapt accordingly.
Rebranding is not just a matter of aesthetics, but a strategy to keep the brand relevant and competitive.
competitive.
5) Can you explain your approach to design during a rebranding?
Il mio approccio combina strategia e creatività. Si parte sempre da una fase di ricerca approfondita: voglio capire il brand, i suoi valori, il mercato di riferimento e il pubblico target. Questa è la base per costruire qualcosa di autentico e rilevante.
Poi inizio la fase creativa. Mi piace esplorare idee diverse, partendo da schizzi iniziali fino a soluzioni più raffinate. Ogni elemento viene testato per assicurarsi che non sia solo bello, ma anche funzionale e coerente con gli obiettivi del brand.
Infine, si passa alla realizzazione tecnica: definire proporzioni, armonizzare colori, scegliere font. Ogni dettaglio è pensato per creare un sistema visivo che funzioni su tutti i canali, dal digitale al cartaceo. È un processo iterativo: provo, adatto, miglioro, finché non ottengo un risultato che risuona perfettamente con il brand.
Poi inizio la fase creativa. Mi piace esplorare idee diverse, partendo da schizzi iniziali fino a soluzioni più raffinate. Ogni elemento viene testato per assicurarsi che non sia solo bello, ma anche funzionale e coerente con gli obiettivi del brand.
Infine, si passa alla realizzazione tecnica: definire proporzioni, armonizzare colori, scegliere font. Ogni dettaglio è pensato per creare un sistema visivo che funzioni su tutti i canali, dal digitale al cartaceo. È un processo iterativo: provo, adatto, miglioro, finché non ottengo un risultato che risuona perfettamente con il brand.
6) What is the role of web design in an effective rebranding?
Web design is crucial, because today the website is often the first point of contact between a brand and its audience. A website must not only look good: it must communicate the brand message in a clear, engaging and immediate way.
A good web design perfectly integrates the visual identity: the logo, colours and typography must be used to guide the user, facilitate navigation and create an emotional connection. Visual hierarchy is also essential: knowing what to highlight and how to arrange content can make the difference between a site that works and one that is forgotten.
In a rebranding, the site becomes the litmus test: if the visual identity is well constructed, the web design proves it, translating it into a consistent and memorable experience.
A good web design perfectly integrates the visual identity: the logo, colours and typography must be used to guide the user, facilitate navigation and create an emotional connection. Visual hierarchy is also essential: knowing what to highlight and how to arrange content can make the difference between a site that works and one that is forgotten.
In a rebranding, the site becomes the litmus test: if the visual identity is well constructed, the web design proves it, translating it into a consistent and memorable experience.
7) Is there anything you would like to say to a company that is considering rebranding?
Rebranding is not a simple restyling. It is a moment of strategic reflection, where you ask yourself: ‘Who are we? Where are we going?’ Do not underestimate the value of this process.
Rely on professionals who know how to guide you and be ready to get involved. Rebranding is an opportunity to redefine your brand, adapt it to the times and position it clearly in the minds of your audience. It is not just a change of look, but an investment in the future of your company. And, trust me, the results will repay any effort
Rely on professionals who know how to guide you and be ready to get involved. Rebranding is an opportunity to redefine your brand, adapt it to the times and position it clearly in the minds of your audience. It is not just a change of look, but an investment in the future of your company. And, trust me, the results will repay any effort
Conclusion
Corporate rebranding is a complex but extremely powerful process to strengthen a company's identity, adapt to a changing market and better connect with its audience. Knowing the different types of rebranding and understanding the most appropriate time to undertake this process is essential to achieve significant and lasting results.
As we have seen, there is no rigid rule on how often a rebranding should be done, but rather it depends on the circumstances: changes in the market, evolution of the corporate vision or the need to solve brand perception problems. In the interview with Alessandro, our web designer, we highlighted the importance of strategic planning and a clear creative vision to successfully tackle a rebranding project.
Ultimately, rebranding is not just an aesthetic choice, but a strategic decision that can transform your company's image. If you think the time has come to renew your brand, do as Alessandro suggests: carefully analyse your market, listen to your audience and rely on experienced professionals to create a brand that truly reflects your uniqueness.
As we have seen, there is no rigid rule on how often a rebranding should be done, but rather it depends on the circumstances: changes in the market, evolution of the corporate vision or the need to solve brand perception problems. In the interview with Alessandro, our web designer, we highlighted the importance of strategic planning and a clear creative vision to successfully tackle a rebranding project.
Ultimately, rebranding is not just an aesthetic choice, but a strategic decision that can transform your company's image. If you think the time has come to renew your brand, do as Alessandro suggests: carefully analyse your market, listen to your audience and rely on experienced professionals to create a brand that truly reflects your uniqueness.
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