Rebranding is the strategic and visual realignment of a brand. A rebranding process typically includes the phases of analysis, brand strategy, messaging, as well as the redesign of the visual identity and its elements, such as logo, colors, and typography. The goal of rebranding is to change how a brand is perceived.

Why is it important to prepare a rebranding well?

The task of rebranding is often underestimated. It is complex, touches many levels within a company, and requires involvement from various functions. Additionally, it is closely tied to the company strategy and needs clear directives and goals. Without answers to questions such as “What business problem should the rebranding solve?” or “What brand strategy supports our goal?” the process becomes inefficient and costly.

How do we incorporate corporate culture into rebranding?

Corporate culture is often stronger than any strategy. A rebranding is more likely to succeed when it builds on the existing culture and provides employees with a comprehensible goal. Changes are often associated with fears and must be well justified. Employees and managers who are not involved may resist a new brand identity.

What are the benefits of a well-prepared rebranding?

A well-thought-out rebranding minimizes internal resistance, increases motivation, and fosters identification with the brand. It prevents surprises during the process that could jeopardize the project and harm internal and external trust in the brand. A well-prepared rebranding creates clarity and aligns corporate and brand strategy goals.

Rebranding | Skills | JUNO Branding and Design Agency Hamburg

Successful Rebrandings are Recognizable Right from the Start

Many of our corporate clients underestimate the complexity of rebranding processes.
Rebranding requires answers on several levels within a company—strategic, cultural, organizational, and emotional. It often begins with a call for a new website and is therefore frequently underestimated. When unresolved questions arise during the process, the project can become expensive, time-consuming, and burdensome for those responsible. With our experience from numerous rebranding projects, we aim to help you address the right questions in advance so that your rebranding runs smoothly from the start.

An illustration of a person looking at a starry sky through a telescope.

1. What business problem does your rebranding solve?

A rebranding should always be linked to the company’s strategy. What goal does the company want to achieve? Which brand strategy aligns with that goal? What appearance suits the desired positioning? Those responsible for the rebranding should answer these questions before any design work begins. Typically, the marketing department in a company is responsible for a rebranding and should actively demand clarification from management while thoroughly understanding the associated business goal.

An illustration of a rocket flying through space.

2. Do company and brand strategies align?

A strong rebranding starts with a clear brand positioning that aligns with the company’s strategy, competitors, corporate culture, and customer needs. Values, vision, and market positioning should be precisely defined to provide clear guidance for design, communication, and employees.

After this phase, you should be able to answer these questions with a “yes”:

Does the brand strategy support the company’s objectives?
Have the needs of key future customers been considered?
Does our brand differentiate itself from competitors?
Are we aiming for a leading position in a brand category?
Does it create a clear brand image in people’s minds?
Can the brand strategy be described in just a few sentences?

An illustration of three astronauts in suits floating in space and holding hands.

3. How well is the rebranding integrated with your culture?

It’s often said that strategies only work in harmony with corporate culture. This aligns with our experience. Rebranding efforts are more successful when they build on a company’s values and make changes understandable for the people within it.

After this phase, you should be able to answer these questions with a “yes”:

Does the brand strategy align with our culture?
Does it provide us with identity and an inspiring goal?
Have we involved key internal brand ambassadors?
Have we considered sensitivities?
Can management clearly justify its vision and the resulting changes internally?
Does the brand strategy give us clues about how we should behave as an organization toward our customers in the future?
Can we clearly describe who we want to be in our customers’ minds and as an employer brand?

Kontakt

“Rebrandings need a North Star.”
Frank Wache, Brand Strategist

Make an appointment +49 (0) 40 432 805 - 13

FAQ

Rebranding is the strategic and visual realignment of a brand. A rebranding process typically includes the phases of analysis, brand strategy, messaging, as well as the redesign of the visual identity and its elements, such as logo, colors, and typography. The goal of rebranding is to change how a brand is perceived.
The task of rebranding is often underestimated. It is complex, touches many levels within a company, and requires involvement from various functions. Additionally, it is closely tied to the company strategy and needs clear directives and goals. Without answers to questions such as “What business problem should the rebranding solve?” or “What brand strategy supports our goal?” the process becomes inefficient and costly.
Corporate culture is often stronger than any strategy. A rebranding is more likely to succeed when it builds on the existing culture and provides employees with a comprehensible goal. Changes are often associated with fears and must be well justified. Employees and managers who are not involved may resist a new brand identity.
A well-thought-out rebranding minimizes internal resistance, increases motivation, and fosters identification with the brand. It prevents surprises during the process that could jeopardize the project and harm internal and external trust in the brand. A well-prepared rebranding creates clarity and aligns corporate and brand strategy goals.

Rebranding