Rebranding: what it is and what are its advantages

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Recently, the giant fast food franchise Burger King announced its new rebranding project after 20 long years without any changes to the brand. After two years of extensive research and a meticulously developed project in partnership with Jones Knowles Ritchie (JKR), a consultancy specializing in branding.

Visual reformulations were made that encompass fonts, packaging, logo and uniforms. In other words, the entire aesthetic communication of the brand. According to Burger King, the new visual identity aims to keep up with market changes and the company's evolution over the years.

But what is rebranding, really? As the name suggests, it is a new version of a company's branding, that is, the set of values, actions and positioning of a given brand. It is what defines a company's purpose and what differentiates it from others, making it recognizable and striking in the eyes of the public.

One of the most famous examples of successful branding is egypt whatsapp data that of the American giant Coca-Cola. The brand is so well-known that it has a clear positioning that is easily associated with it. You may have heard phrases like “open the happiness that is within you” and “the Coca-Cola side of life”. In its marketing campaigns, images of family and friends gatherings are common, always filled with joy, unity and fun, values ​​that the brand has successfully combined with its product.

Each brand must be recognized for its own characteristics and positioning, and it is practically impossible to copy concepts from competitors and do well. After all, if the competitor is already recognized for having such values, a new brand would never be sought out if the consumer were looking for such concepts.

The need to reposition from time to time is completely natural, since the world is constantly changing and what worked years ago may not be ideal today. If cigarettes used to have a cool, rebellious air that sought to charm young people, so much information available today makes the public more cautious when consuming this type of product that is harmful to health.

What are the advantages of rebranding?
If done well, a rebranding can be what a company needs to start attracting new attention and gain a prominent position. Especially when you are seeking greater identification among new generations, being recognized as a modern and up-to-date brand is an excellent positioning.

A change in visual identity , for example, is an excellent way to keep up with trends and what is working today. Just like moral concepts, the perception of beauty is also susceptible to updates.

For differentiation purposes , rebranding is also a great strategy. If your company is still somewhat lost in the market and is not easily identifiable by some characteristic or value that stands out from its competitors, it is time to plan a strategy that will make you stand out from your direct competitors.

Furthermore, giving your business a new look is an effective way of adding even more value to your services and products , after all, it's all a big novelty.

A clear and strong positioning towards the market and your customers would also facilitate your marketing work , as your brand would already be recognized for its unique and unmistakable values.

A rebranding project must be very well studied and prepared, which requires more time, financial resources and a very well-prepared team to carry out a structured and secure plan. A major mistake in marketing is trying to guess what your audience wants, forgetting what attracted them to your company in the first place.

If you want to change the look of your company to make it more attractive, remember to preserve the essential aspects that made you win the attention of your clientele. You may want to attract the attention of new audiences, but you must still be recognizable to those who already believed in you.