Rebranding can be of two types. One is to retain the brand name and give a fresh look to the logo and corporate identity. Two is to completely change the brand name and introduce a new imagery in the minds of existing customers and prospects (This will happen mostly in case of mergers & acquisitions). In both the cases, the fundamental product offering will remain the same.
First of all, the organization should identify the need to re-brand itself. Is it absolutely necessary to change the identity of the brand? The brand, which might have captured a good place in customer’s mind for years, would be hard to change it. There should be a strong reason for changing the brand identity. Many corporates think of re-branding as changing logo, the color codes, some fresh stunning graphics/design elements followed by a TVC campaign and think it’s done. But it is way beyond the things listed here.
The whole organization should gear up for the re-branding exercise. I mean the people who serve the customers on day-to-day basis, the product that satisfy the patrons, the top management who signals the strength of the company etc. The service encounters should really satisfy (delight has become an utopian concept nowadays) the customers and make them believe that the brand has improvised its service which will eventually register the new image in their mind. The word-of-mouth of the customer will do the rest for the brand.
If the bottom line is not changed, then what’s the use of re-branding? The customer is not bothered about the color and type of your logo. It will merely be a cosmetic change without much of an impact.
