What is the value of rebranding and when is it necessary?
Posted: Tue Jan 21, 2025 4:45 am
Typically, a rebranding process is necessary when a company cannot identify with the brand that represents it, both internally and externally. In other words, people, the public or employees, look at the website, the logo, the brand and understand that it does not represent the company's culture. Another important issue is when, when introducing yourself to potential clients or seeking to develop partnerships, a long speech is needed to convey the real essence of that brand, what its differentials and attributes are. This happens when a brand, by itself, does not tell a story.
Before considering a rebranding project, you need to know that we are not talking about an advertising campaign. While the goal of advertising is to bring short-term results, rebranding promises and, when done well, delivers medium- and long-term evolution. It all depends on the evolution and consistency of the repositioning over time. In fact, it is not uncommon for sales to be temporarily reduced during a rebranding process, since a new brand may seem strange to some customers and fans of the brand as it existed. But even if you do not see any results converted into sales at the time you reposition yourself, over time you will be in a place that your competitors are not: creating a space of your own in people's minds and feelings, and that is very valuable.
Brand value is very significant because it goes beyond the argentina whatsapp data product; it is about the feelings that the product brings. What it symbolizes in people's lives, what it says about the values of the brand and the consumer, and this only happens over time and with brand consistency. When a brand is consolidated, its product carries all the positive attributes that it brings. For example: if Apple launches a salt shaker, we already know that the product will bring all the attributes that come with the brand, such as design, technology, minimalism, functionality, simplicity, it will not be cheap and it will surprise you because it is different from other salt shakers. Although it is a somewhat unusual example, if you agree, it shows brand awareness, and this is not built overnight.
One fundamental thing we need to be aware of is that branding work is based on the truth and never on lies. We must assume that the brand can actually deliver what it promises, and for real. Sometimes, a one-off advertising campaign can make an unfounded promise, but the same cannot be said for a brand, which will only gain relevance and build itself over time if its products and services deliver what they promise. It's like the saying that you can fool some people some of the time, but you can't fool all the people for long.
And when is rebranding essential? I can say that you will save the money invested in convincing people about a specific product that you have. Brand value is a combination of product with design and creation work so that it has a lot of story to tell. Perhaps a product alone will not conquer a space, just as a brand alone, without a product to match, will not be able to build a consistent story.
One of the cool things about being involved in branding is that when we create a brand, we take into account the movements in society, the desires of the general population, and trends, and this happens through a lot of listening and research. The brand, in a way, embarks on existing movements, and this helps a lot to be pertinent and relevant. When I'm with my studio, involved in a creation or repositioning, we take inspiration from design and creation movements in Brazil and around the world, because this always gives us the edge in the market, and combines it with a dose of boldness so that we can create what doesn't exist and bet on brands that will have good engagement, both internally and externally.
Yes, internal engagement is very important, because it is common to see resistance from internal teams during a rebranding process when they have lived with the elements of a brand for years, be it the logo, colors or phrases. In this sense, there needs to be work by the consultancy or creative studio to gradually break down the absolute truths that exist in some people's heads. Sometimes what is iconic to those on the inside is something that could be changed without any problems for those on the outside, and this is yet another sign that a change makes sense and is necessary.
Before considering a rebranding project, you need to know that we are not talking about an advertising campaign. While the goal of advertising is to bring short-term results, rebranding promises and, when done well, delivers medium- and long-term evolution. It all depends on the evolution and consistency of the repositioning over time. In fact, it is not uncommon for sales to be temporarily reduced during a rebranding process, since a new brand may seem strange to some customers and fans of the brand as it existed. But even if you do not see any results converted into sales at the time you reposition yourself, over time you will be in a place that your competitors are not: creating a space of your own in people's minds and feelings, and that is very valuable.
Brand value is very significant because it goes beyond the argentina whatsapp data product; it is about the feelings that the product brings. What it symbolizes in people's lives, what it says about the values of the brand and the consumer, and this only happens over time and with brand consistency. When a brand is consolidated, its product carries all the positive attributes that it brings. For example: if Apple launches a salt shaker, we already know that the product will bring all the attributes that come with the brand, such as design, technology, minimalism, functionality, simplicity, it will not be cheap and it will surprise you because it is different from other salt shakers. Although it is a somewhat unusual example, if you agree, it shows brand awareness, and this is not built overnight.
One fundamental thing we need to be aware of is that branding work is based on the truth and never on lies. We must assume that the brand can actually deliver what it promises, and for real. Sometimes, a one-off advertising campaign can make an unfounded promise, but the same cannot be said for a brand, which will only gain relevance and build itself over time if its products and services deliver what they promise. It's like the saying that you can fool some people some of the time, but you can't fool all the people for long.
And when is rebranding essential? I can say that you will save the money invested in convincing people about a specific product that you have. Brand value is a combination of product with design and creation work so that it has a lot of story to tell. Perhaps a product alone will not conquer a space, just as a brand alone, without a product to match, will not be able to build a consistent story.
One of the cool things about being involved in branding is that when we create a brand, we take into account the movements in society, the desires of the general population, and trends, and this happens through a lot of listening and research. The brand, in a way, embarks on existing movements, and this helps a lot to be pertinent and relevant. When I'm with my studio, involved in a creation or repositioning, we take inspiration from design and creation movements in Brazil and around the world, because this always gives us the edge in the market, and combines it with a dose of boldness so that we can create what doesn't exist and bet on brands that will have good engagement, both internally and externally.
Yes, internal engagement is very important, because it is common to see resistance from internal teams during a rebranding process when they have lived with the elements of a brand for years, be it the logo, colors or phrases. In this sense, there needs to be work by the consultancy or creative studio to gradually break down the absolute truths that exist in some people's heads. Sometimes what is iconic to those on the inside is something that could be changed without any problems for those on the outside, and this is yet another sign that a change makes sense and is necessary.