Strategic Rebranding Ideas for Market Growth.

Experiencing a decline in customer engagement? Struggling to keep up with industry trends? Feel like your brand doesn’t lend itself well to growth outside of the hero product? Then it’s time to consider a new strategy where you review fresh rebranding ideas that will stimulate growth for your company.

A strategic approach to rebranding breathes new life into your brand. It revitalizes market presence and improves your brand position. It is through refinement where you hold tight to the assets that create memorability, identify distinct ways to stand out, and embrace trends that take you to the point of being called the industry leader. 

Whether it’s a company leveraging rebranding to incorporate innovation into it’s new brand strategy or simply to attract new customers to existing products, the change can have a profound impact on brand performance. A company may also redesign its packaging to make it more convenient for the user. As you can see, there are a number of possibilities and reasons for rebranding.

That’s why we put together this article where you will learn some of the best rebranding ideas to help you reinvent your brand identity, connect with your target audience, and stay ahead of the competition. You will understand the pros and cons of adopting several rebranding techniques to avoid alienating your existing customers. We will also discuss the common pitfalls to avoid when building a successful rebranding strategy.

Refreshing the Identity 

If you’ve noticed that a slow drip on your brand identity is happening becoming irrelevant due to changing market needs, consider refreshing it. You can start with logo rebranding, a powerful marketing strategy that can revitalize your existing brand without completely overhauling it. 

Introduce new visual elements and a new logo to modernize your brand image while retaining brand value and recognition. Use data from market research to learn what resonates with the target audience. 

Then, conduct a thorough brand audit before the rebrand to see what your audience likes about your brand identity. Conducting the brand audit is a must because it prevents the risk of losing your existing customers. 

For example, after sensing a rising trend in flat logos, Velveeta announced its new logo design. The new logo design features a script-inspired typeface, with the oval encapsulating the previous logo removed. The company also removed the “Liquid gold” text from the logo to make it more minimal and modern. 

Leah Bowman, a former Velveeta’s associate brand manager at parent company Kraft Heinz, said in an interview with Adage that the new logo is bolder, creamier, and more expressive. SmashBrand rebranded guacamole, and as a result, the company experienced a 30% increase in purchase intent with millennials.

Pros of Refreshed Brand Identity

• Increased brand visibility and recognition.
• Improved brand perception and positioning.
• Enhanced employee pride and loyalty.
• Stronger consumer connections and loyalty.
• Opportunity to align with new strategic direction.

Cons of Refreshing the Brand Identity

• Risk of losing brand recognition and equity.
• Requires significant investment.
• Potential for confusion or backlash from customers.

Rebranding the Brand Tagline or Slogan 

Rebranding the tagline or slogan can be another effective way to revitalize the brand image and increase its market share. Leverage insights from a competitive analysis and industry market research to understand what impacts purchasing decisions. Use this data to craft a compelling tagline that resonates perfectly with the target audience. 

A refreshed tagline can be an excellent way to communicate the brand value proposition and unique selling points effectively. This approach is particularly beneficial when a brand’s existing tagline fails to align with the current market positioning. 

In 2019, Oreo boldly revamped its slogan from “Milk’s Favorite Cookie” to the more dynamic and captivating “Wonderfilled.” This strategic move aimed to tap into the immense happiness and delight that the classic cookie brings. 

The new tagline was the centerpiece of a more extensive, highly effective marketing campaign positioning Oreos as the ultimate source of wonder and joy. The campaign resonated exceptionally well with consumers and played a pivotal role in propelling the brand to unprecedented heights of growth.

Pros of Rebranding Taglines

• Stay up to date with evolving consumer preferences and market trends.
• Communicate a new brand vision, values, or positioning more effectively.
• Boost brand recognition and memorability.
• Allows the brand to connect with new target audiences or demographics.
• It provides an opportunity to reinforce brand personality and emotional appeal.

Cons of Refreshing the Brand Tagline

• Risk of alienating or confusing the existing loyal customers accustomed to the previous tagline
• Requires significant effort to roll out and promote the new tagline across all channels
• Risk of potential backlash or negative perception if not well-received

Rebranding Package Designs

Introducing convenience and innovation in packaging is a strategic rebranding idea that enhances market positioning and creates greater appeal to the target audience. Conduct thorough market research and look around for products and their packaging. Look for whitespace opportunities and then try to get them. 

For example, a brand that produces bottled water could introduce bottles with mechanical timers to remind people when it’s time to hydrate. This can be a great approach when a brand’s current packaging no longer meets customer needs or fails to provide a competitive advantage. 

Being careful is essential when redesigning packaging, as it can result in severe consequences. For instance, Tropicana’s packaging rebranding cost the company $35 million, and sales lost $30 million. KISSD Water has launched a new eco-friendly packaging design. The packaging is made from 88% plant-based, fully recyclable cardboard cartons sourced from sustainable paper and sugarcane. 

This sustainable and convenient approach has helped KISSD Water stand out in the crowded water market and appeal to consumers who prioritize environmentally responsible products. ASPIRE Healthy Energy’s package redesign now provides balanced energy women trust to fuel their day.

Pros of Rebranding Packaging

• Enhanced Brand Image.
• Alignment with Corporate Values.
• Increased Sales and Publicity.
• Appeal to New Markets.

Cons of Rebranding Packaging

• This may sometimes lead to confusion and unfamiliarity.
• It can be costly, time, and resource-intensive.
• It may risk alienating existing loyal customers.
• Rebranding package design may produce skewed results.

Refreshing the Brand Messaging

Rebranding a company’s messaging is another powerful idea. It enables the company to realign or revamp its brand positioning so as to connect more effectively with the target audience. Refreshing the company’s communication, voice, and storytelling keeps the brand relevant and differentiates it from its competitors. For example, a company may rebrand its messaging to direct its focus on a specific cultural trend. Such as 

A poorly executed rebranding process can (and most likely will) lead to the worst rebranding scenarios. However, a well-planned and strategic approach reinvigorates a brand, enhances its connection with consumers, and drives long-term success. 

A messaging refresh strategy is particularly advantageous when a brand’s existing messaging fails to accurately convey its values, offering, and unique selling proposition. Successful examples include Spotify’s digital rebranding. 

Pros of Rebranded Messaging

• Attract new customers.
• Achieve new goals.
• Increase customer engagements.
• Adaption to evolving markets.

Cons of Rebranded Messaging

• Loss of brand recognition and customer loyalty.
• Stakeholders may oppose the change as they may feel uncertain about the results of the rebranding process.
• There is a high risk of inconsistent messaging, leading to diluted brand identity.

Website Rebranding 

If your company has experienced a merger, relaunched its product with new packaging, redesigning its website is one of the best rebranding ideas you could have. Ensure the website design is consistent with your new brand identity and messaging. Incorporate fresh visual elements, color schemes, and brand voice into the website design. Develop a cohesive brand experience for your existing and new customers. 

Website rebranding provides an opportunity to optimize the site for a better user experience. For instance, a company may declutter above-the-fold content to improve its speed. According to studies, 83% of online users expect websites they visit to load in three seconds or less. Another advantage of a strategic website rebranding is improving navigation and incorporating mobile responsiveness. 

Update Marketing Material and Collateral 

It’s not enough to rebrand your digital presence alone. Updating all marketing materials and collateral, like brochures, presentations, and ads, is just as crucial. Maintain brand consistency across all marketing collateral to reinforce the new brand positioning and messaging. 

Ensure your refreshed logo, color, palette, typography, and brand voice are consistently applied. Uniformity in this step improves brand recognition and strengthens the rebranded identity. Updated marketing materials also allow showcasing the new brand story. It is an excellent way to communicate your new value proposition and differentiate the brand from competitors. 

Rebranding for Whitespace Opportunities

Regular market research yields valuable insights through which companies can explore whitespace opportunities. Sometimes, companies should consider a brand refresh or a partial rebrand to get these opportunities. This way, companies can develop a new brand identity that resonates with unexplored audiences, leading to market growth. This rebranding idea is effective for companies whose brand positioning has become saturated or fails to address emerging consumer trends. 

Uber’s expansion into food delivery exemplifies the potential of whitespace rebranding. Following all best rebranding practices, such as thorough market research and brand audit, this technique can unlock new revenue streams. It can enhance the brand equity and position a company as an industry leader in untapped spaces. This strategy is also best for diversifying offerings, tapping into growing markets, and staying ahead of industry trends. 

Pros of Rebranding for Whitespace Opportunities

• Exploring new market trends and positioning for untapped opportunities.
• Best for recapturing the attention of the target audience.
• An excellent way to enhance market growth and revenue share.
• High potential for new customer acquisition.

Cons of Rebranding for Whitespace Opportunities

• Sometimes it can open market conflicts.
• Pursuing new opportunities may require restructuring, hiring new talent, and adapting internal processes and systems. 
• This can lead to resistance from employees and disrupt existing operations.
• Entering whitespace often means facing new competitors.

Rebranding for Reputation Management

Rebranding for reputation management can be a powerful way to spread new brand awareness and escape cultural backlashes. Use a comprehensive rebranding checklist to build a new brand identity. 

Sometimes, a company may need an updated website design, a new logo, or refreshed messaging to shed off negative associations. After a successful rebranding effort, they must use social media, digital marketing, or tools like rebranding press releases to spread brand awareness. 

For instance, brands like Aunt Jemima, Uncle Ben’s, Mrs. Butterworth’s, and Cream of Wheat have faced severe backlash. Therefore, these companies leveraged successful rebranding strategies to shed off negative associations. This rebranding idea benefits companies with severely tarnished reputations, impacting customer loyalty, employee morale, and stakeholder confidence. 

Pros of Rebranding for Reputation Management:

• Opportunity for a fresh start and to rebuild brand trust.
• Align brand voice and visuals with renewed values/mission.
• Differentiate from past negative associations.
• Potential to attract new customers and talent.
• Cost-effective solution for small businesses compared to starting over.

Cons of Rebranding for Reputation Management:

• Existing brand equity may be complex to transfer.
• Rebranding alone won’t fix underlying issues (authenticity is critical).
• Potential for rebranding missteps that further damage reputation.

How to Implement New Rebranding Ideas 

Implementing the above-mentioned rebranding ideas can improve the company’s performance. However, every rebranding project involves risks. Even a minor mistake in the process can ruin the entire brand identity and reputation. Therefore, companies must follow these steps to ensure a smooth brand change.

Assess the Need for Rebranding 

To start the rebranding process, it is essential to evaluate the reasons for it. Conduct market research, gather customer feedback through rebranding survey questions, and analyze industry trends. It is also necessary to decide whether a partial or complete rebrand aligns with your company’s strategic goals and addresses any challenges or opportunities you may face.

Develop a Rebranding Strategy 

Create a comprehensive rebranding and marketing strategy that includes objectives, target audience, messaging, visual identity, and brand positioning. The plan should guide the entire rebranding campaign for consistency and alignment across all touchpoints. Leverage insights from market research and brand audits to guide the strategy and develop consistent brand guidelines for the rebranding project. Divide the strategy into three phases: implementation, communication, and performance measurement. 

Design the New Brand Identity 

Work with a professional design team to develop a new logo, color palette, typography, and visual assets that reflect your brand’s refreshed identity. Conduct research and workshops to understand your brand’s personality, values, and target audience. 

Explore design concepts that capture the essence of your brand while considering brand recognition and equity. Strategically retain recognizable elements from your old logo to maintain familiarity while introducing modern and distinctive elements that differentiate your brand. Ensure the new identity is versatile, scalable, and cohesive across all applications.

Update Marketing Material

Once the new brand identity has been finalized, updating all marketing materials such as brochures, packaging, advertisements, and digital assets such as websites and social media platforms is essential. This helps to ensure brand consistency across all touchpoints. 

Use the rebranding templates to ensure consistency and work with cross-functional teams to align messaging, visuals, and brand voice. Develop a rollout plan to refresh marketing materials, starting with high-priority customer-facing assets systematically. Implement version control and approval processes to maintain quality and adherence to brand standards. 

Engage Stakeholders and Employees 

Develop a comprehensive communication plan to explain the rationale behind rebranding and its rationale to all stakeholders. Craft clear and compelling messaging that highlights the strategic reasons behind the rebrand. Emphasize the potential benefits of the rebrand, including increased brand recognition, improved customer experiences, competitive differentiation, and alignment with the company’s vision.

Utilize multiple channels, such as emails, videos, and social media, to ensure consistent and widespread dissemination of information. Encourage two-way communication by providing opportunities for stakeholders to ask questions, provide feedback, and engage in the process. 

Build a Rebranding Rollout Plan 

Create a detailed rebranding rollout plan outlining the steps, timelines, and responsibilities for implementing the rebrand. Make sure to develop a proper strategy for the rebranding announcement, too. This comprehensive plan should cover:

• Internal Communications: Develop a strategy to educate and engage employees on the new brand identity, including training sessions and internal launch events.
• External Communications: The plan is to announce the rebrand to customers, partners, media, and other external stakeholders through press releases, email campaigns, social media, and advertising.
• Asset Updates: Create a timeline for updating branded assets such as websites, marketing collateral, signage, packaging, and corporate materials with the new brand identity.
• Training: Develop training programs to ensure all customer-facing teams, such as sales and customer service, are well-versed in the new brand messaging and positioning.
• Launch Activities: Plan for a coordinated launch across all channels, including website updates, social media campaigns, and in-store or experiential marketing activities.
• Transition Plan: Outline a phased approach for transitioning from the old brand to the new, including guidelines for managing the overlap and phase-out of legacy branding.
• Roles and Responsibilities: Assign clear ownership and accountability for each task and milestone involving cross-functional teams in marketing, communications, operations, and legal.
• Budget and Resources: Allocate the financial and human resources required for a successful rollout, including potential agency support or external vendors.
• Monitoring and Measurement: Establish key performance indicators (KPIs) and a process for monitoring the rebrand’s impact, gathering feedback, and making adjustments as needed.

Execute the Rebranding Launch 

After developing a comprehensive rollout plan, it is time to execute the rebranding launch. Ensure a coordinated and consistent rollout using the following steps:

Internal Launch: Begin by unveiling the new brand identity to employees through town halls, training sessions, and internal communications. Address any concerns, gather feedback, and build excitement among your team.

External Announcements: Announce the rebrand to external stakeholders, including customers, partners, media, and investors. Leverage press releases, email campaigns, social media, and advertising to share the news and highlight the strategic rationale behind the rebrand.

Asset Updates: Roll out the updated branded assets, such as websites, marketing collateral, signage, packaging, and corporate materials, according to the predetermined timeline. Adhere to the brand guidelines to ensure consistency across all touchpoints.

Customer Engagement: Engage with customers through various channels, such as social media, events, or experiential marketing activities, to introduce the new brand identity and reinforce the brand messaging.

Training and Support: Provide ongoing training and support to customer-facing teams, such as sales and customer service, to ensure they are well-equipped to communicate the new brand positioning and respond to customer inquiries.

Monitoring and Adjustments: Closely monitor the rebranding launch across all channels, gathering stakeholder feedback and tracking key performance indicators (KPIs). Be prepared to adjust based on market response, addressing any challenges or concerns.

Continuous Reinforcement: Consistently reinforce the new brand identity across all touchpoints, ensuring it becomes ingrained in the minds of customers, employees, and stakeholders over time.

Monitor and Evaluate 

Continuously monitor the rebranding’s impact on brand perception, customer engagement, and overall business performance. Gather feedback through surveys, social media monitoring, and customer interactions. Be prepared to adjust or address any unforeseen challenges during rebranding. Track the following:

Brand Perception Tracking: Conduct regular brand perception surveys to gauge how customers, prospects, and the general public perceive your new brand identity. Measure metrics like brand awareness, associations, and sentiment over time.

Customer Engagement Analysis: Monitor customer engagement metrics, such as website traffic, social media interactions, lead generation, and customer retention rates. Look for changes in engagement levels and customer behavior after the rebrand.

Sales and Revenue Monitoring: Track sales figures, revenue growth, and customer acquisition costs to evaluate the rebranding’s impact on your bottom line. Compare these metrics to pre-rebrand levels and industry benchmarks.

Social Media Listening: Implement monitoring tools to track online conversations, mentions, and sentiment around your brand. Respond promptly to any customer feedback or concerns.

Customer Feedback Channels: Encourage customers to provide feedback through surveys, focus groups, or customer support interactions. Analyze this qualitative data to identify areas for improvement or potential issues with the new brand positioning.

Competitor Analysis: Monitor your competitors’ actions and market share shifts. A successful rebrand may prompt them to respond with their branding or marketing initiatives.

Adjust and Optimize: Be prepared to make adjustments or address any unforeseen challenges during rebranding. Use the data and feedback gathered to optimize your brand strategy, messaging, and customer experiences.

Data-Driven Rebranding for Packaging Designs

Is your brand and product packaging failing to connect with consumers? SmashBrand utilizes data-driven rebranding strategies to develop impactful new packaging designs that boost brand recognition. Our research-backed branding process revitalizes packaging to captivate shoppers. Book a call with our team to learn why are the rebranding agency CPG brands choose to reduce risk and improve performance.