Whenever to Consider a Rebrand (and How to Do It Right)

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“What’s in a name? ” Shakespeare’s Juliet once requested. Perhaps a rose would certainly smell just as sugary if it were called something else, but whenever it comes to your startup, the name can be integral to your .  

Take the difficult seltzer company Berczy —  originally called NATRL, the founders decided to change their product's name since part of an extensive rebrand in order to better tell their origin tale (the idea for the company was hatched during a trip to Toronto, during which the creators enjoyed evening drinks in the lively Berczy Park).  

Every company has its personal story to tell, plus it’s essential to examine in with your brand identification periodically and decide regardless of whether it’s still true to your company as it stands today. “A obvious, unified corporate identity may be critical to competitive strategy, ” write Stephen A. Greyser and Pads Urde for Harvard Business Review . “It serves as a north star, providing direction and objective. It can also improve the image of individual products, help firms get and retain employees, and supply protection against reputational harm in times of difficulty. ”

In my company, Jotform, all of us recently rebranded initially in over a decade. This required a considerable energy from your entire team yet in the finish, it had been well worth it. Whether or not you’re considering a gentle refresh or an overall brand overhaul, here are some tips to keep in mind.

Related:   5 Signs It's Time to  Rebrand  Your Company

one Make sure the particular timing is right

Rebranding might  seem like a thrilling endeavor, but it is also a big investment and as such, carries significant risks. To avoid throwing away precious time and cash, begin by considering whether the timing is correct for your own rebrand. Although it’s extremely hard to state a hard-and-fast rule for every organization, I tell founders in order to hold off until the market or their customers demand it.  

What does that look like in exercise?  

When the old branding doesn’t feel relevant anymore, which usually can be caused by various factors, including shifting into a new physical market; an evolved business philosophy; or offering extra services. With Jotform, we all expanded our business over the years and the former brand name, such as the tagline, “easy-to-use online form builder for every business, ” no lengthier encapsulated how we function users. Our new brand identity, which features an updated logo and tagline —  ”powerful forms have it done”  — reinforces the particular essence of Jotform.  

A seemingly obvious case for rebranding is post-merger or order — but even after that, perhaps not right aside. When the airlines Avianca and TACA merged, Fabio Villegas, CEO of Avianca Holdings, explained that each firm had its very own rich heritage, culture  and business. Mainly because of all of the particular coordination involved, writes Villegas, “We decided to unify the vision, culture  and operations of the two organizations prior to launching a single brand. ”

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For them, this was the proper decision in order to wait to ensure that will the brand new branding aligned along with the customer experience. It is up to each business owner to determine  when is certainly the right time on their behalf.

2. Do some soul-searching

If you’ve decided that now will be the time to rebrand, the next step needs some soul-searching: who are usually you and where do you want to go.  

Greyser and Urde, who came up with The Corporate Brand Identity Matrix in order to help companies articulate their own corporate identities, recommend breaking these essential inquiries in to two categories: the internal elements, comprised of a company’s vision and objective, and the external elements: the way the company wants to be perceived by customers and other external stakeholders.

With Jotform, internally, we want in order to help users create powerful forms and collect essential data. Externally, however, all of us want to be recognized as an innovative technology company alongside trailblazers such as Google, Airtable, and monday. com. This informed our own entire rebranding process.

Or take Burger King — its most recent logo captured the particular company’s then-values: A meals company that centered on rate. But Burger King’s ideals have evolved over the years plus today, it wants in order to be known as a casual restaurant that focuses on taste and quality, which prompted it  to revitalize its retro-looking pre-1999 logo.  

“As a rule associated with thumb, brand strategy constantly follows the business strategy. Not really the other way around. The business sets the particular objectives. The brand will get them done, ” writes The Go Branding.

Asking the important internal and external questions will inform your decisions as you envision your company’s future identity.  

Related:   Top 10 Reasons to  Rebrand  Your Business (Infographic)

3. Don’t rush the process

I’ll be the first to admit: There’s a special kind associated with rush that is included with posting up-dates about your business. When you are in the rebranding process, it’s tempting to jump the gun in order to share your flashy new brand with all the entire world.

In case you’ve committed your company’s assets to rebranding, make sure you take the time to do this right: to gather the information you need from stakeholders; to assess that information; in order to allow the creative process take place organically. As cognitive man of science Art Markman has written , “ needs time and space to develop. ”

Hack weeks are an excellent way to foster bursts of creativity, but give those ideas time in order to simmer, and I guarantee  they’ll get even better. Think of it like winemaking: You can’t rush the procedure.   Avianca Holdings took three years in order to finalize its  rebranding, but the final product has been worth it. “I have no doubt that we made the ideal decision, ” writes Villegas.

To nail the landing, take just as much time as your company, with its exclusive needs and customer-base, demands.

4. Include customers in the journey

When rebranding, don’t ignore the most important stakeholder of all: the consumer. Consider the case of Uber: when it  redesigned its  logo, the new picture featured a picture called the “atom and bit. ” The company thought it could make the brand simple to recognize, but as it turned out, 44% of individuals were couldn’t tell what the brand new logo represented.  

Alexander Chernev, teacher at Kellogg School of at Northwestern College, commented the fact that logo was “just too abstract to get customers who know Uber for its primary function: efficient and reliable transport. ”

Had Uber included customers previously in the rebranding journey, its trajectory might  possess been different.  

Therefore , how do you meaningfully include clients?  

The particular founders of Berczy declared that they kept customers knowledgeable by sending emails plus soliciting feedback along the particular way. You can share up-dates via social media marketing. Send questionnaires or feedback forms so that your customers feel as if part of the process.  

Getting transparent about the process will safeguard against disappointment whenever you finally have the chance to reveal your new branding.  


Rebranding could be a powerful tool just for giving your company the competitive edge — wait around until the timing is usually right, do some organizational soul-searching, don’t rush the particular process and bring your own customers along with a person. Whether you’re considering the name-change or an overall overhaul, make absolutely certain the branding is true for your company’s internal and external goals.  

Related:   You're  Rebranding. Should You Modify Your Company Culture?

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