When to rebrand your brand?

shikapatho

Your brand is well-known, traditional, has been on the market for years and is doing very well, thank you. But, on the other hand, you realize that the scenario is different now. Its logo sounds old-fashioned, its visual identity is stuck in time and its mascot, wow… it already looks like a parody of itself. Is it worth taking a risk and redesigning everything you've built over the years? If so, when is the right time for a rebranding ? Follow me and let's exchange ideas.

Rebranding is understood as the strategy of modifying aspects of your brand to change the way it is seen in the market. Whether it’s to reach a new audience, adapt to modernity, reverse an image crisis, and so on. The reasons may be diverse, but changes whatsapp database  always welcome. Having a leading company in the market does not mean that it needs to stop in time and maintain the same formula forever.

Anyone who works in advertising (or simply loves this universe) has an awareness of relevance, trends and what to avoid when it comes to brand identity. But often the person who owns that company is not interested in this, as they focus on the numbers, the business and are not interested in changes. Sometimes you've become so attached to what the brand is that making changes seems absurd and you can only give in to updates with a good argument from the marketing team.



WHAT IS THE REASON TO THINK ABOUT REBRANDING NOW?
Think like a business owner: You established your branding years ago, at a time when what was designed was the best you could offer the market. But now, the store next door has such a sophisticated, modern and inclusive feel that his company with so many employees seems to be falling behind.

“But if my sales are high and my reputation has never been better, do I really need to change?” The answer is yes. We can frequently follow many cases of large companies that risk significant changes, whether in the logo, colors, mascot and even the name, whether for an altered version of it or a play on words that maintains the essence and representation. An interesting case is Ponto Frio , which is now just Ponto . Often the rebranding is so good that we don't even realize it, we just continue consuming that brand because we know what it represents, regardless of the mascot having changed and the slogan having been replaced. This is the challenge your company must take.

rebranding-logo-ponto-frio
When we talk about rebranding , we must take into account that it is not just about making the mascot 3D or making the logo something minimalist, as this goes far beyond the look. Does your company maintain values ​​consistent with the world we live in today? Do you take into consideration diversity and what society currently considers to be right or wrong? A brand must completely connect with its audience and be increasingly attractive to those who have not yet had the chance to have contact with it.