The company's activities have changed globally
Posted: Mon Jan 20, 2025 6:02 am
Nokia started out as a paper and rubber company and eventually became a mobile giant. Netflix evolved from DVD rentals to become the most popular movie theater and streaming service. Tinkoff, a traditional bank, transformed into an entire ecosystem with its own business magazine, a service for entrepreneurs, and a mobile operator.
When rebranding is not needed
Rebranding when everything is working as is and there are no sufficient grounds for it is not worth it. Such a step can disrupt the connection with the target audience , lead to misunderstandings, as a result of which no one will be able to find answers to why the changes were needed.
In some cases, a bad rebranding can become a "business disease." As it happened with the SciFi channel. In 2009, the company changed its name to SyFy, forgetting that it was a slang term israel consumer email list for syphilis.
Therefore, before you decide on radical changes, it is worth considering whether you and your audience really need them. Maybe it is better to limit yourself to a redesign.
Stages of rebranding
Market analysis and research
At this stage, it is necessary to study the audience , the market situation (downward or upward trend , its current occupancy) in order to understand how to differentiate from competitors and what people expect. For example, you need to stand out as much as possible or evoke pleasant associations.
Strategy development
Based on research and analysis, brand strategists generate ideas , designers offer logo and corporate identity options , and namers offer new names. Marketers test all of this on mini-samples of respondents. The team makes adjustments and makes a final decision.
When rebranding is not needed
Rebranding when everything is working as is and there are no sufficient grounds for it is not worth it. Such a step can disrupt the connection with the target audience , lead to misunderstandings, as a result of which no one will be able to find answers to why the changes were needed.
In some cases, a bad rebranding can become a "business disease." As it happened with the SciFi channel. In 2009, the company changed its name to SyFy, forgetting that it was a slang term israel consumer email list for syphilis.
Therefore, before you decide on radical changes, it is worth considering whether you and your audience really need them. Maybe it is better to limit yourself to a redesign.
Stages of rebranding
Market analysis and research
At this stage, it is necessary to study the audience , the market situation (downward or upward trend , its current occupancy) in order to understand how to differentiate from competitors and what people expect. For example, you need to stand out as much as possible or evoke pleasant associations.
Strategy development
Based on research and analysis, brand strategists generate ideas , designers offer logo and corporate identity options , and namers offer new names. Marketers test all of this on mini-samples of respondents. The team makes adjustments and makes a final decision.