Strategic rebrands for enhanced presence and retail performance.
Strategic rebranding and repositioning transformed G Fuel from a niche sports supplement to the premier energy drink for gamers, driving brand growth to $350 million in sales and establishing market leadership in the competitive gaming beverage category.
Process.
Our rebranding process.
- Position: Fortune 500 strategies combined with a proprietary methodology to create unique brand positioning that realizes full market potential.
- Design: Rooted in a deep understanding of high-value consumer segments, resulting in a rebrand that drives product trial and fosters repeat purchases.
- Test: Utilize data-driven insights and consumer feedback to refine and validate branding, iterating for maximum shelf impact and purchase intent.
Positioning.
Our Positioning Capabilities.
Consumer Segmentation
Identify and group your category's consumers based on purchase behaviors and needs to reveal which segments offer the highest ROI for growth potential.
Usage & Attitudes Studies
Map consumer attitudes, behaviors, and unmet needs within your category to identify the most compelling "jobs to be done" for your target consumers.
Define your brand’s marketing focus across core and adjacent groups and how your message may need to shift per target.
“Boots on the ground” analysis of retail stores to bring the reality of the shopping environment into your project.
Review a deep analysis of competing brands’ positioning, messaging, design and product offerings to inform strategy.
Research, data and perception-based mapping of the competitive brands within your “job to be done” for the consumer.
Actionable guidelines on how your brand shows up to the consumer.
Understand why your brand is “worth it” vs. competitive options.
Positioning Test
Don’t guess - know which “way in” works best to promote the value and uniqueness of your product to your target consumer.
Tie data, insights and learnings together to express your brand proposition simply in a easy to understand framework.
Design.
Our Design Capabilities.
Strategically organized product portfolios to maximize brand equity and simplify consumer decision-making.
Distinctive visual and verbal identities that resonates with your target audience and sets you apart from competitors.
Persuasive, benefit-driven messaging that connects with consumers and reinforces your brand's unique positioning.
Compelling packaging that captures attention, communicates key benefits, and drives purchase decisions at shelf.
Develop distinctive packaging structures that enhance product functionality while creating competitive advantage through shelf differentiation.
Flawless execution from concept to final product with expert pre-press and production guidance.
Create impactful point-of-sale materials that extend your brand story and drive purchase behavior in the retail environment.
Website Design
User-friendly, brand-aligned digital presence that effectively showcases your products and engages consumers.
Optimized digital assets that help your brand stand out online, increasing engagement and driving sales.
Comprehensive guidelines to maintain brand consistency across all touchpoints and communications.
Essential assets and strategies for successful brand launches and ongoing promotions for in-house and external agency partners.
DTC Design
Develop cohesive direct-to-consumer packaging and unboxing experiences that build brand loyalty and encourage repeat purchase.
Merchandising Strategy
Effective in-store tactics to maximize visibility and drive purchase at the point of sale.
Testing.
Our Testing Capabilities.
Product Idea Screen
Brand Stretch
Product Positioning
Usage & Attitudes
Integration.
Successful rebranding begins and ends with an integrated approach.
Whether it’s a brand refresh or a complete rebranding, success hinges on seamless integration across strategy, design, and testing. Our approach starts with a deep understanding of your current brand, combining consumer insights, creative excellence, and stage-gate validation. By aligning these disciplines into a unified workflow, we eliminate guesswork, move faster, and ensure every decision is rooted in data.
Brand Strategy
Crafting a brand strategy with distinct positioning, stand-out messaging, and visuals that attract consumers. Our strategy formulation considers the current identity, recall, and equity to retain loyalty. We then tailor the brand’s voice, messaging, and design for optimal purchase intent.
Brand Creative
Data-driven design process exploring various messaging approaches to create the optimal claims hierarchy. With the most impactful words in place, we design multiple concepts for your brand, including logo, color scheme, and typography.
Brand Validation
Refining design concepts to final candidates, your product undergoes rigorous consumer testing to validate all elements. Our stage-gate process ensures a successful rebrand by validating at each critical step in the brand development process.
Frequently Asked Question
How do your rebranding services differ from other agencies?
SmashBrand is the only rebranding company to offer a full-scope service that includes Fortune500 strategy, award-winning creative, and iterative consumer testing throughout the rebranding process. When you work with SmashBrand, you can be assured that following our Path To Performance™, where we seamlessly combine industry-leading insights with consumer feedback, the result is a brand transformation guaranteed to increase brand performance.
How much do you charge for your rebranding services?
Unlike the traditional branding agency, SmashBrand has developed a proprietary approach to brand development called the Path To Performance™, a roadmap taking brands from conception to retail-ready. Our process includes brand strategy, brand design, and brand testing. A rebranding project start at $25,000.00, but we’re happy to discuss unconventional opportunities for promising partnerships.
What company assets does your agency rebrand?
While our Path To Performance™ process speaks specifically to packaging design, our learnings extend to other brand assets. We rebrand logos, websites, event and promotional materials, and digital platforms, ensuring a cohesive and updated brand presence across all touchpoints.
How long does the rebranding process take?
When you engage with us for our complete catalog of rebranding services, you can expect a 4-6 month branding process to complete all strategy, design, and testing.
How do you ensure that rebranding will align with our target audience?
Through an iterative process, your brand identity will be refined across multiple testing rounds, pinpointing the brand messaging and visual elements that resonate most with customers.
What Type of Brand Research Do You Perform?
Our company and product rebranding includes a comprehensive research process where we analyze the brand, category, retailers, and consumers to identify the best opportunities to further brand equity and recall.
How can new branding lead to better market performance?
New branding does not always lead to better market outcomes, so our Path To Performance™ process is critical for a rebrand. Specific to product branding services, Our process focuses on the 5-15 seconds when consumers choose a product in retail stores. These 5-15 seconds are 95% of what influences the consumer’s initial purchase. <br>
New branding that follows our methodology is meticulously crafted to capture attention, convey value, and drive purchasing decisions within that crucial 5-15 second window, ensuring that your product stands out and resonates powerfully with consumers during their key moment of choice.
What steps do you take to protect brand recognition?
Our brand research serves to understand the core elements and brand values that have driven your recognition, ensuring they are seamlessly woven into our rebranding strategies. By understanding your brand story, our approach guides decisions to protect and amplify your brand’s established market identity.
Can you provide additional case studies to support your rebranding service?
Please visit our works page for specific outcomes clients have achieved from our rebranding service.
What industries do you specialize in for rebranding?
As a rebranding firm, we work with various industries, including food and beverage, pet, cosmetics, technology, and home goods. While our services best fit tangible products in the CPG industry, we are open to discussing these services with other sectors.
How many name concepts do you provide for a rebrand?
The total quantity of rebranding concepts varies from project to project, but 4-8 is the average range. This number will increase when our rebranding services require several rounds of concept testing, where we test narrow variations.
What Other Services Do You Provide?
As a full-service brand development agency, we offer a range of strategy, creative, and testing services. Please visit our design, strategy, and testing pages in the top navigation menu for a complete list of our services.
Can clients provide feedback and be involved in the rebranding process?
We believe in synergy and collaboration with our clients; we involve the internal team throughout rebranding. However, we ask our clients to be receptive to the outcomes based on our research and consumer testing.
Do you provide documentation for in-house teams to maintain brand consistency post-rebrand?
Yes, we provide comprehensive brand guidelines that detail how to utilize and maintain consistency for all brand assets. We design these guidelines to equip in-house teams with the knowledge and tools to ensure brand consistency post-rebrand.
How customizable are your rebranding packages?
While our rebranding packages follow a structured Path To Performance™process to guarantee a performance lift, there is room for customization to address the nuances of each client’s rebranding effort. We recommend discussing your project with our team to understand how we can best align the process with the specific needs and objectives of your project.
Do You Offer A Performance Guarantee?
We guarantee a retail performance lift when you engage with SmashBrand for complete product strategy, design, and testing services that follow the <strong>Path To Performance</strong>™ process.
What support can we expect post-activation for exploring new market opportunities or brand and product extensions?
After activation, our team is available to assist in evaluating the innovation pipeline, identifying new opportunities, and addressing potential market threats and weaknesses. We also provide guidance on brand architecture to ensure a coherent and impactful brand presence, promoting sustained growth and successful market adaptation for your product.
Our Results.
Explore Data-Driven
Success Stories.
Our clients believe in our brand development integration because it’s proven to work.
Positioning, Design, Testing
Brand positioning and packaging drive 2x sales in 3 months.
Positioning, Design, Testing
30% sales lift after packaging refresh for Yucatan.
A 34% increase in purchase preference drove the sales boost, attracting younger consumers and expanding market share.
Design, Testing
7pt purchase intent lift for the leader in bloody mary mixes.
A packaging refresh revitalized the brand, boosting market share across its cocktail mixer and Ready-to-Drink lines.
Talk to us
Contact us to discuss how we can help you experience the full possibility of your brand.
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What happens next?
- One of our experts will look over your details and contact you.
- If needed, we’ll sign an NDA to keep the highest level of privacy.
- We'll schedule a discovery call to discuss your specific job to be done and how we can help drive your brand's growth.