5 Steps When Taking the Brand Transition or Rebrand Leap

Companies consider brand transitions or rebrands for many reasons, often due to changing consumer preferences, acquisitions and mergers, or to rejuvenate the brand. I have led two brand transitions and three rebrands in the last decade. It takes meticulous planning, strategic action, and a deep understanding of the brand and its audience to implement successfully. This article outlines five critical steps to take as part of any brand transition or rebrand, but before we get there – it's essential to step back and consider:

Why do you need a brand transition or rebrand – and what's the difference?

• Brand Transitions typically involve an adjustment of brand elements without a complete redesign. This process includes updating the logo, color scheme, typography, messaging, and packaging while retaining recognizable core elements like the existing identity and awareness of the existing brand. The goal is to keep the brand relevant, attract new demographics, or reflect internal changes.

• Rebranding is a more comprehensive transformation of the entire brand identity and positioning. It extends beyond surface modifications and may involve fundamental changes in values, mission, visual identity, messaging, and market position. Significant shifts in business strategy, acquisitions, mergers, the need for considerable differentiation, or reputation management usually trigger rebranding. Ensuring alignment with organizational objectives that connect with the target audience is critical as part of this transformation.

What are the potential risks and challenges, and how will you mitigate them?

Rebranding involves risks like alienating current customers, decreasing brand recognition, or encountering disapproval from stakeholders. To tackle these potential challenges, it is crucial to thoughtfully plan and develop effective strategies. Consider the impact on brand value, employee satisfaction, and operational procedures. Developing a thorough risk management plan can reduce disruption and ensure a seamless transition.

Now, on to the five critical steps. While brand transitions and rebranding are complex processes, these steps will help ensure successful integration if followed diligently.

1. Lay the Groundwork with Thorough Research

Where does your brand stand currently? What are the consumer perceptions and current market dynamics? Applying qualitative and quantitative methods like surveys, focus groups, and market analysis can provide valuable insights into what's working and what needs a tweak.

• Examples of existing tools:

  • Surveys & Questionnaires: SurveyMonkey, Google Forms, Typeform

  • Virtual Focus Groups: Zoom, Microsoft Teams, FocusVision

  • Market Analysis Tools: Nielsen, Mintel, Statista

• IRL Example:

  1. Airbnb's 2014 rebranding journey began with extensive research to tap into its community's values and aspirations. The outputs of this research ultimately shaped a new brand identity that echoed their key principles of inclusivity and a sense of belonging.

2. Set Clear Goals and Devise a Robust Strategy

Defining your rebranding goals clearly and devising a solid strategy to meet them is vital. Whether you seek to target a new demographic, modernize the brand persona, or set yourself apart from competitors, every facet of your rebrand should align with these targets.

• Examples of existing tools:

  • PM Tools: Asana, Trello, Workfront

  • Strategy Development: Strategyzer can help define and refine rebranding strategies within frameworks like the Business Model Canvas or the Value Proposition Canvas

  • Competitor Analysis: SEMrush, Ahrefs, SimilarWeb

•  IRL Example: Coca-Cola's "One Brand" strategy is an example of how it sought to unite its diverse product lineup under one brand identity while preserving the unique personality of each variant.

3. Maintain Brand Consistency:

While embracing change, it's crucial not to lose sight of those aspects of your existing brand identity that resonate with consumers and add value to your brand. Identify those core brand characteristics that should endure the transition, such as your logo, color scheme, or brand voice.

•  Examples of existing tools:

  • Brand Management: Frontify, Brandfolder, Bynder

  • Style Guide Creation: Adobe InDesign, Canva, Lucidpress

• IRL Example: Google’s rebranding from Google Ventures to GV, where they successfully maintained brand consistency by retaining iconic Google color scheme while adopting a fresh, minimalist approach to their logo and visual  ID.

 4. Involve Stakeholders and Practice Transparent Communication:

Transparent and effective communication is the cornerstone of adoption from internal stakeholders like employees, executives, and investors, as well as external ones such as customers, partners, and suppliers. Identify who needs to be consulted or informed. Keep them all in the loop throughout the rebranding journey, promptly addressing their questions and concerns.

• Examples of tools:

  • Collaboration: Slack,Teams, Basecamp

  • Survey/Feedback: SurveyMonkey, Qualtrics

  • Blogging: WordPress, Medium

•  IRL example: Slack's transition from "Tiny Speck" to "Slack," where they involved their community in the decision-making process, sought feedback, and kept them updated through blog posts, creating a sense of ownership and enthusiasm around the rebrand.

5. Learn, Iterate, and Adapt:

Rebranding is an iterative journey that demands constant evaluation and adjustment based on feedback and market changes. Stay close to key performance indicators like brand awareness, perception, and loyalty to gauge the impact of the rebranding and make necessary tweaks.

•  Examples of tools:

  • Analytics/Monitoring: GA, Brandwatch, Sprout Social  

  • A/B Testing: Optimizely, VWO

  • (CRM) Software: Salesforce, HubSpot

•  IRL Example: Spotify's transformation from a music streaming service to a versatile audio platform exemplifies the importance of staying agile and responsive to shifting consumer needs and market trends.

Key Takeaways

Guiding a brand through transitions and rebranding efforts is a multifaceted endeavor that requires thoughtful planning, strategic action, and ongoing evaluation. Remember, before you even start navigating the five steps:

• Distinguish between brand transition and rebranding and answer your "Why"

• Document potential risks and challenges and outline strategies to mitigate them

Then, get to the vital work of:

1. Laying the groundwork with thorough research

2. Setting clear goals and devising a robust strategy

3. Maintaining brand consistency

4. Involving stakeholders and practicing transparent communication

5. Embracing a culture of learning, iteration, and adaptation

These steps may seem somewhat obvious, but they adhere to one of my personal guiding principles: "handle the difficult while it's still easy." Said another way – go back to the basics when facing a challenge or complicated initiative. Build a thoughtful plan, for without one, things will get more challenging than they need to be. While not a safeguard against unexpected challenges, these steps provide a roadmap to success when taking the brand transition or rebrand leap.