Many companies need a makeover after being in the market for a while, especially in the UAE’s highly competitive market. This change can be more or less extensive, but whenever there is a change in the brand image or corporate identity, we talk about the term rebranding. In this article, O2 creative agency in Abu Dhabi is going to talk about rebranding and the importance of doing it correctly in order not to make mistakes and to continue to succeed with your brand.
Rebranding Concept Every Creative Agency in Abu Dhabi Should Know
We can define rebranding as the process of renewing a brand’s corporate identity through significant changes to its name, logo, corporate colors, brand personality, or even its marketing or communication strategy. The goal of rebranding is to give the brand a fresh, updated image that better fits its business objectives or the needs of its target audience.
This process can include minor changes, such as adjustments to the logo design and color scheme, or more profound changes, such as a complete change of name, image, and market positioning strategy. In any case, rebranding is a major endeavor and can require a significant investment of time and resources to carry out correctly.
Ultimately, rebranding is a major endeavor that can have a significant impact on brand perception, customer loyalty, and brand equity. Therefore, it is important to get it right to maximize the benefits and minimize the risks and costs associated with potential mistakes.
Proactive and Reactive Branding: Which Strategy Fits Your Business?
When it is necessary to change the branding strategy of a business is fundamental to understanding the two general ways in which it is usually carried out: proactive rebranding and reactive rebranding .
Not all companies need to undergo a complete rebranding process
Proactive Rebranding
If we analyze when it is necessary to undertake this process, we see that many brands have not changed nor do they want to change their values; on the contrary, they want to maintain their essence even though the way they approach their work or the range of products and services they offer has changed due to the evolution of their activity or the market. In these cases, the brand wants to rethink its branding to bring its image closer to the new circumstances and to do so it undertakes a proactive rebranding process in which the changes it is going to carry out are more related to aesthetics and the way it presents itself to the world than to the values, philosophy or experiences it wants to convey.
Its reason why remains the same but now adapted to the moment, and that is exactly what it aims to achieve with a rebranding process : adapt to the new times and show its evolution without changing its essence.
This happens a lot with brands that launch new product varieties, expand their service offerings or introduce substantial changes to them without these affecting their way of working or connecting with their buyer personas .
Reactive Rebranding
In other cases, a brand is “forced” to change its branding strategy in response to external factors that are influencing it. This usually happens when the brand suffers a significant loss of market share, when it suffers a reputation crisis or when it decides to do so after listening to society and comes to the conclusion that it is necessary to undertake this rebranding process.
This type of response is also common when there are changes in brand architecture, mergers or other types of business changes that affect the brand and, consequently, the image it wants to project of itself.
The Importance Of Rebranding with O2 Creative Agency in Abu Dhabi
Impact on Brand Perception
Rebranding can have a significant impact on the perception of your brand by consumers and other stakeholders . If done correctly, rebranding can improve brand perception. This can lead to increased customer loyalty and improved brand positioning in the market. However, if done poorly, it can lead to confusion and damage brand reputation.
Potential Loss of Brand Equity
Poor execution of rebranding can result in a loss of brand equity as consumers may lose the emotional connection and recognition they have with the previous brand. This can result in a decrease in customer loyalty and a decline in sales.
Opportunity Cost
This process of changing a brand identity requires a significant effort of time and resources. If not done correctly, it can be a waste of valuable resources that could have been used on other marketing and branding efforts.
Difficulty Correcting Mistakes
Once rebranding has been completed, it can be difficult to correct mistakes or roll back changes made. Therefore, it is important to get it right from the start and ensure that every aspect of the process has been carefully considered before implementing it.
O2 Keys To an Optimal Rebranding Strategy
Prior analysis
In order to carry out a successful rebranding strategy , it is essential to carry out a thorough prior analysis . First, it is necessary to analyze the brand itself and then study the consumers, the target audience, the competition and the consumption patterns in the company’s sector. This analysis will allow us to understand why consumers choose our brand and not another. It will also help us to identify their doubts, complaints and the aspects they value most about our company.
Rebranding Objectives
Once the analysis has been carried out, it is important to define the objectives that are to be achieved with the rebranding and establish the appropriate strategy to achieve them . It is essential to be clear about what you want to achieve and why you are carrying out the rebranding.
In addition, good planning is essential to achieving a successful rebranding strategy. It is necessary to carefully plan how the rebranding objectives are going to be achieved. And also to define a series of steps to present the new brand image effectively and at the right time.
For this reason, we recommend that you work with a creative agency in Abu Dhabi that is expert in branding strategies or corporate identities creation.
To Wrap Things Up
Even if you start your company with a very good strategy, things can change and cause your brand to no longer reflect the message you were looking for from the beginning , such as damage to the business’ reputation or changes in the characteristics of your initial target audience. It is normal that your organization, at some point, presents the need to go through a rebranding process . However, a real change is much more than a new name or logo and a redesign of the website, as it is a fairly complex process.
O2 creative agency in Abu Dhabi is an experienced growth marketing agency in Abu Dhabi. We help our clients to express their personality and philosophy, their ideas and their objectives as a brand. As a result, we obtain a new or reformulated identity or image of the company. All of this, in a well-crafted, original and professional way so that it does not go unnoticed by consumers.
