November has been an inspiring month of growth and collaboration for the BTI team as we shared ideas, aligned our vision, and laid a strong foundation for the future. It's been a powerful reminder of our collective drive and teamwork.
Gain marketing insights, consumer behaviour trends and creative inspiration from team BTI
When and How to Successfully Rebrand your Brand.
Posted by Naina Trivedi on November 22, 2022
Rebranding is a very essential part of the natural cycle of every strong brand. But how and when to rebrand your business?
Too often, the signs of rebranding for entrepreneurs might get lost in the hustle and bustle of workday madness, and for large enterprise businesses, the signs of rebranding usually get buried with other important priorities. And even if someone from the team does notice them, the decision to actually start the journey of rebranding seems very daunting and complicated.
So, how do you know when it’s finally time to pick up the phone and call BTI Brand Innovations Inc. to rebrand your business, products or services?
In what follows, we’ll look at exactly what we mean by a rebrand, some of the top signs that it’s time to rebrand, why a rebrand is so important for your business to reach new potential audiences, and an example of one of our latest rebranding projects.
What is Rebranding?
Rebranding is a part of the overall marketing strategy that may involve reshaping a company’s corporate image, brand story, developing a new name, logo, symbol, and related visual identity. The goal of rebranding is to create a refreshed and differentiated brand identity in the minds of consumers, investors, prospects, competitors, employees, and the general public.
Why Rebrand?
There could be numerous reasons why your business might need rebranding, such as:
• Market repositioning
• Wanting to be relevant in changing times
• Reaching new target audiences
• Mergers and Acquisitions
• Covering up a crisis
• Bored with the current branding
• and many more
Due to the continuous changes in any industry or market, the shifting priorities of customers, the rapid introduction of new innovations and a million other worldly forces beyond the control of any company, a brand is only fresh and relevant for a short period in today’s time. That’s why rebranding is so important to the success of any business to remain relevant.
Here is an example of when to start thinking about rebranding.
Deluca Fine Wines was going through a branding crisis, where the business owners worried that their brand wasn’t attracting new customers and felt like they lacked freshness in their messaging. Their brand name was the family name of the original owners, which had strong roots and recognition in the community. They wanted to rename and reshape their brand image in the community and try to connect with new and younger potential consumers.
That’s when they reached out to BTI. BTI was challenged with the task of rebranding a successful wine store looking to reimagine the shopping experience and a future expansion into other alcoholic beverage categories such as beer and spirits.
There are two types of rebranding that a brand can do, Evolutionary and Revolutionary rebranding. Think of evolutionary rebranding as a partial adjustment focused on your brand’s visual identity, such as slight changes in logo, typography, colour etc. Revolutionary rebranding is when your brand is undergoing a complete identity shift. This may include a complete refresh of your company’s brand identity, mission, vision, values, visual identity, etc.
There are several total rebranding strategies. Here are a few of the tactics that were used for rebranding Deluca Fine Wines:
1. Reestablishing the brand’s target audience and market
Deluca Fine Wines wanted to attract new customers and enter into other alcoholic beverage categories, such as beer and spirits. Once the right market and audience were established, BTI was ready to do in-depth research and begin the process of rebranding.
2. Redefine your brand vision, mission, values and story
When your brand is reentering the market with new target audiences, it is important that the brand aligns with the values of its potential consumers.
3. Renaming your brand during rebranding
Deluca Fine Wines was undergoing a complete identity shift, and the brand’s vision, mission and values were completely changed. To differentiate themselves from the previous identity, they wanted BTI to curate a brand name that reflects their new brand story. BTI began the rebranding process with an extensive name generation exercise that yielded various viable options and client satisfaction. After some internal discussion and collaboration, The Pourium name emerged as the winner, and the rest was history.
4. Change in brand’s slogan
A good slogan is catchy and captures your company’s mission and vision. It’s your brand’s purpose, condensed. BTI took a very creative approach to change the slogan for the Pourium and curated a slogan which was short, memorable reflecting the brand very well. The winner, among many other slogans for the Pourium, was “Find Your Perfect Pour.”
5. Rebuilding your brand identity
The tangible elements your brand uses to communicate with your target audience should speak cohesively with your new brand identity. The Pourium needed new assets to support the new brand, and that’s when BTI’s design team did their magic and designed a new logo, and then extended the new design to store interior and exterior graphics, staff clothing and vehicle wrap graphics, along with so much more.
6. Building new brand guidelines
If you’re going to create a new brand identity for a business, it’s better to be consistent and should be used correctly. Having brand guidelines will help you keep your brand consistent after the transition. A new brand book with all the guidelines and references was provided to our happy client partners.
7. Throw a launching event/party
Relaunching a rebrand isn’t as simple as changing the colours, fonts, or logo on your site and leave for your audiences to figure it out on their own. A rebrand is about correctly communicating your new message: What are your new vision, mission and values? To communicate this, it’s important to plan a successful rebranding launch. For example, The Pourium successfully launched the new brand in late 2022 with great anticipation and enthusiasm from existing and new clientele. The new brand refresh and approach generated a significant increase in in-store traffic and sales. Bigger splash to come in early 2023.
Read more about the success story of the Deluca Fine Wines, which transformed into The Pourium HERE.
Are you ready to rebrand?
Now that you know about when and how to rebrand, consider if it’s time to rebrand your own company, product or service. Whether you just want to make a few changes to your logo, a website redesign, refresh your brand messaging, or a complete rebranding, these steps will definitely help you reconsider your company’s branding.
Book a call with one of our Connectors, and let’s discuss your goals and challenges.
Looking to rebrand your business, learn how BTI can boost your efforts and recreate your brand into something unforgettable!
LATEST POSTS
Including brand ambassadors as part of your marketing, social media, experiential marketing and communication strategy can go a long way in helping the company reach their sales growth and in generating more revenue.
Including brand ambassadors as part of your marketing, social media, experiential marketing and communication strategy can go a long way in helping the company reach their sales growth and in generating more revenue.
In a world of likes, comments, shares, engagements, and reactions. How do you really measure success for social media campaigns?
Purpose-Powered Rebrand
Rebranding goes beyond a simple logo or logo update; it requires refreshing your brand identity to ensure it remains relevant, resonates with your audience, and reflects your evolving values and mission.
The Omnichannel Advantage
Brands today face the critical challenge of connecting with customers who are constantly interacting across multiple platforms and devices—whether it’s social media, email, websites, or even print.