When the company evolves but the branding doesn’t

Companies are busy every day optimizing their offering in order to gain market share. Branding is the expression of the result of these efforts; it makes performance and USP visible and tangible. Keeping an eye on strategy, portfolio and brand in equal measure is not always successful – often to the detriment of branding. At some point, you realize that the brand has literally outgrown its brand design. This in turn is not only very unsatisfying for the people behind the brand, but also leads to unnecessary cognitive dissonance among customers and partners, in the team and among talents.

We support you in constructively challenging your brand identity and translating your brand strategy into a rebranding. This ensures that your performance and values are represented appropriately – in the market, for your target groups.

The rebranding process: from repositioning to a new design

Brand management therefore involves constantly reviewing strategy and positioning – and challenging the appearance accordingly in a timely manner. To ensure that your rebranding does not become a purely cosmetic measure, but a visual expression of further development, we consider all relevant external and internal influences in our brand process. What are the drivers for a new or revised look? Have the corporate strategy, culture and target groups changed? How does the brand want to position itself in the market in the future? On this basis, the existing brand design is reviewed in the brand audit. The result can lead to a brand update, a partial rebranding or a new brand.

Brands that work with us

When is it time for a rebranding?

Reasons for a rebranding can be very different in nature. We have identified typical scenarios when a rebranding makes sense or is even necessary.

Rebranding instead of a provisional solution

Once the start-up phase, in which a lot is still being tried and tested, is over, it’s time to tidy up. Initial start-up images often have a provisional character, because resources are not yet sufficient to think holistically about the brand design and the strategy and offering are still evolving. Design elements often grow organically and at some point you realize that the flyer uses a different logo than the website or sometimes uses round buttons and sometimes rectangular buttons. A consistent design overhaul helps reinforce the professionalism of the company.

Rebranding due to new products and services

When a brand’s offering expands or changes significantly, rebranding is an effective way to communicate innovation and reach new, defined audiences to whom the new products or services are targeted. A good rebranding signals transformation, facilitates transition, draws positive attention to the brand, and is a way to get the brand talked about once again.

Rebranding due to internationalization

Different countries, different customs. If a company expands into new markets and thus into other cultures, its brand identity should be put to the test. Different political circumstances or social norms may require an adjustment of the branding in terms of color or design or even the name.

Rebranding after personnel changes

Significant personnel changes at the management level of a company often go hand in hand with a change in strategy. In order to communicate this effectively to the outside world, it makes sense to renew the image accordingly – be it evolutionary or radical. In the course of its repositioning under Tina Müller, Douglas, for example, got rid of its established image, especially its logo, after almost 50 years.

Rebranding after structural changes

Depending on the brand architecture strategy, mergers and acquisitions require interventions in the brand identity. New members bring their own corporate philosophy, new employees and customers, and their own image into the brand family, which must be integrated strategically, culturally, and visually.

Rebranding due to social changes

People want something to happen: Social changes influence markets, lifestyles and needs, and thus of course also brands. A trend can quickly become yesterday’s news, and in its place other aspects come into sharper focus, which become relevant for brands, keyword: sustainability. The acceptance and relevance of a brand depends to a large extent on the extent to which they recognize the zeitgeist and how they respond to it. What happens when companies ignore the signs of the times in brand strategy and branding can be seen in the examples of Nokia, BlackBerry or Victoria’s Secret.

Rebranding example: Audi

The iconic four rings were created in 1932, when the DKW, Horch, Wanderer and Audi brands merged, which was to be symbolized by the logo.

The move away from chrome to two-dimensionality reflects the digital transformation in the automotive industry.The brand thus claims “Vorsprung” for itself – so strongly that the rings also manage without a word mark.

Recognizes the signs of the times

“Looking old,” in the literal or figurative sense, is something no one wants – and rightly so. For brands, be they B2C, B2B or B2B2C, branding on the cutting edge is essential for survival. If zeitgeist and aesthetics do not go hand in hand, the brand will appear outdated and thus less attractive and trustworthy. An outdated visual identity allows stakeholders to draw corresponding conclusions about a company’s competitiveness and attitude.

A contemporary, strategic brand design contributes to corporate success:

• signals innovative strength
• attracts customers, partners and talents
• makes employees proud to be part of your team

Rebranding FAQ