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Four Economic Reasons to Rebrand Your Business

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In this article, you'll learn...

  • Four benefits of rebranding your business
  • How rebranding keeps businesses fresh and enhances customer relationships

How much can your company benefit from a timely rebranding and revitalization? When considering that question, one must keep in mind that rebranding does not necessarily address the wants and needs of the company, but, rather, the wants and needs of that company's current and prospective customers.

Therefore, among the important factors to consider when assessing the value of a rebrand are equity measurement; market differentiation and accessibility; brand awareness, relevance, and vitality; and consumer personality, preference, usage, associations, and emotional connectivity.

If your company can improve its relationship with its customer base in any or all of those key areas, you may want to think seriously about revitalization.

Here are four reasons to rebrand your business.

1. Competitive Advantage

Your brand is the public face of your business. As the economic climate changes, your brand must change along with it.

A well-planned and well-executed rebrand will enable your company to reflect current market dynamics and, thereby, gain competitive advantage, accelerate pipeline performance, and emerge as a leading voice of the industry.

Sidestep the competition, and increase your market share via an updated image. By revisiting your brand messaging, you can counter a loss in consumer confidence and decreased profitability.

2. Stimulation of Growth

Rebranding can reduce the cost of operation and help to cater more efficiently to current customer demands.

In markets where complex and confusing mixes of product portfolios frequently undermine brand impact because of advertising clutter and media proliferation, a rebrand can combat incongruence and audience fragmentation to regain customer impact and promote growth.

As the company continues to grow, subsequent rebranding will ensure that customers hungry for change will keep coming back to see "what's new." In that sense, the rebrand becomes a public expression of the company's evolution and a constant check to potential outgrowth.

3. Long-Term Market Expansion

When a small business prospers and expands, it (or its products) requires a frequent rebrand or revitalization to reflect the larger, more sophisticated business it has become. Any emergent company not employing that essential business strategy will inevitably be dwarfed by its competition.

The modest brand offerings typical of a small company and its contingent budget restrictions will ultimately prove inadequate as that company grows and evolves. However, budding economic prosperity and subsequent operational expansion are not the only facets of business growth and evolution that necessitate revitalization and rebranding.

4. Innovation, Therefore Profitability

Just as a company's brand must reflect changes in size and market position, it must also reflect changes in technological innovation. Continually evolving at an exponential rate, technology and business prosperity are often inseparable from one another. Any brand associated with technology or technological advancement must keep pace with the industry that it's a part of.

Therefore, tech-dependent businesses, such as those associated with the Internet or with computer hardware or software, might need to consider more frequent revitalization and rebranding. If a company's production line is subject to a continual, rapid rate of change, a wise owner or manager would revitalize her brand at a commensurate rate.
Again, your brand is the public face of your business. When your brand fails to reflect the level of innovation your business has achieved, your customers will, quite naturally, assume that you have fallen behind the times. Competitors who consistently rebrand their products and services—even those competitors who have yet to achieve your company's level of technological acumen—will likely outperform you in reputation and economic profitability.

* * *

Whatever your reason for rebranding—economic and operational expansion, technological innovation, or any other type of growth or change—your company's brand must remain consistent with the latest and greatest your business has to offer.

Whether reflecting advancements in your product and service lines or reflecting the evolving nature of your business itself, rebranding is essential to communicate your level of quality to your audience of consumers. Furthermore, although taking the step to rebrand your business will, first and foremost, revitalize your consumer base, the change can also have a rejuvenating effect on the internal culture of your company.

As your brand evolves to reflect new innovations in a constantly changing marketplace, your employees will inevitably be swept up in the momentum. Launching a rebrand will call for new levels of worker support, employee knowledge and feedback, as well as an opportunity for employees to join in the creation of a new, positive business culture. That way, the process of rebranding not only brings the public face of your company in step with its internal machinations but also actively engages your management team and workforce to contribute to the new business culture that your new brand represents.

A business rebrand is about a great deal more than making your business look good. It's about making your bottom line look good, too. So what makes a company rebrand such a valuable proposition for your business? Please share your thoughts and comments.

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Sookie Shuen is community manager at inbound marketing consultancy Tomorrow People, where she handles community activities based on the Zoober Inbound Marketing methodology. She also authors the Tomorrow People blog. You can reach her via Google+ and Twitter.

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  • by Colin Bates Tue Jun 26, 2012 via web

    You're writing using the term 're-brand' but it seems from the points that you're making that you mean 'up-date the visual identity of the brand'... surely?

  • by Peter Altschuler Tue Jun 26, 2012 via web

    This is generically useless. Without a definition of rebranding, it's impossible to determine whether the intent is to retain or change the name of the company and what it produces, rely on marketing to mold consumer perceptions around new offerings or updates to existing ones, or retain the current products/services and attempt to reposition them in buyers' minds. On a more specific level, there are few actual specifics. Suggesting the need for change without details about what to do and how to do it puts the advice on the same level as most political speeches.

    Granted, space is limited. The alternative is to focus on a single component and focus on the others in a series of articles, each of which provides practical recommendations and the ways to implement them.

  • by Stephen Willard Tue Jun 26, 2012 via web

    I tend to agree that the points here are more closely linked to visual identity rather than brand.

    Also I think that point 4 is a bit of a curve ball. To say that brands must evolve in line with technological advancements simply isn't true. This is a real generalisation.

    The penultimate paragraph is good and almost a blog in itself. You are quite right, rebranding does help to reinvigorate internal engagement. Something often overlooked.

  • by Dan Bergeron Tue Jun 26, 2012 via web

    I understood this article to refer to a 'brand update' which is often confused with a complete re-brand. I agree with the author that Company's need to demonstrate innovation on a continual basis (via brand updates), but only when matched with actual organizational innovation (consumers will see through a rebrand (or update) if a company does it just for the sake of doing it) Starbucks for example went through the visual update, but maintained the brand integrity of what's been built, and their purpose was to make future expansion into non coffee segments easier. Most of the point in this article are valid (in my opinion).

  • by Brittany Mon Nov 26, 2012 via web

    #3 is important...when your small business reaches that next level of growth that you've been trying to achieve, you should consider a re-brand to reflect that growth.

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