Rebranding
Content and brand
Content and brand
Rebranding means renewing your brand: sometimes only the design (a restyle), sometimes also the name, positioning and message.
There is a difference between a restyle and a real rebrand. In a restyle the story stays and the form is updated. In a rebrand what you stand for changes: after a merger, a new direction, a different audience, or because the name no longer fits.
Do not underestimate the technical side. A new name or domain affects visibility: old URLs need 301 redirects, business listings and your Google Business Profile must follow, and internal links, email addresses and invoicing belong in the same plan.
What often goes wrong is the pace internally. Customers and staff need to know why it is changing. A brand that suddenly has a new name without explanation loses recognition built over years.
Tip
Fix issues in your offer, service or pricing first, and use rebranding for what it's meant for: a new look or direction. That way the investment actually pays off.
Related terms
- Visual identityYour visual identity is the fixed visual system of your brand: logo, colours, typography, image style, shapes and how you combine them.
- LogoA logo is the mark of your brand: a wordmark, a symbol or a combination, meant to make you recognisable at a glance.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- Brand identityBrand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.