Putting aside rebranding projects due to mergers, acquisitions or major restructuring, many businesses are faced with stark market signals that it’s time to revitalise or reengineer their business approach and customer focus. This realisation can become more quickly apparent in tougher economic times, within vulnerable or very competitive market segments.
This can leave business leaders without much time to react or grapple with the implications of how best to remodel their brand. For businesses in a more stable market position, a realignment of branding can be planned in concert with any future business and marketing goals and thus extreme changes of direction are less likely required.
In either case, a strong strategic approach is recommended to allow your business and brand to evolve to the next level, reaching out to new customers while still engaging with your traditional customer base. This strategic approach will inform the decision to either rebrand or, in a more low-key way, revitalise your brand by repositioning it.