At Strategic Communications, we have worked with companies, large and small, in a variety of industries on branding and rebranding initiatives. One of the biggest areas of misunderstanding that we encounter is that a rebranding initiative means updating the company logo and marketing materials. That’s potentially part of the process, certainly, but rebranding involves a lot more than that. Rebranding is a significant undertaking and one that shouldn’t be taken lightly. As we note in a related blog post, “Exercise caution before you attempt to rebrand,” a brand takes a great deal of time to develop, and businesses should think twice before throwing that effort away.
Having gotten that disclaimer out of the way, there are some legitimate reasons companies may need to overhaul their image. So how do you know when it’s time to rebrand? There are a few things that might justifiably point to the need: (more…)
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