Rebranding
Any brand must match the demands of its audience, the company's resources and its strategy.
All of these elements are subject to change. Customer behaviour and preferences shift, competitors evolve, the company develops new plans, products and processes. Rebranding — is the fundamental response to these changes.
The task of a professional agency during a rebranding — is to close the gaps between the objective strengths of the company and its product and the current demands and expectations of the customer.
When carrying out a rebranding, we turn your brand towards its audience not so much by refreshing the corporate identity as by adjusting the brand's image and promises, expressed verbally and visually.
That is precisely why rebranding — is a strategic source of higher company profitability.
View projectsThe need to differentiate from competitors. Competition has intensified and you no longer stand out from other brands.
A change in customer preferences. The audience has started to see your products and design differently. The old brand promises no longer work.
A change in consumer value. The product or service has substantially changed its key functional qualities; the company — its processes or ideology.
A change of target audience. You decide to broaden your audience or shift the focus to a new target segment. It is quite likely that the new customers will speak to the brand in an entirely different language.
Outdated design. Customers perceive the company's visual image as obsolete.
Rebranding takes place in 4 stages:
— Brand audit.
At this stage we conduct research: we review the heritage of the current brand, analyse competitors, and talk to the company's ideologists, experts, existing and potential customers. Based on the audit, we formulate the main vectors of change for the brand.
— Brand platform.
Using our proprietary analytical tools, we adjust the brand platform. This document will contain all the core meanings that the brand will now communicate to its audience. The platform will serve as the basis for all communications after the rebranding — from the «About us» section of the website to the smallest advertising layout or the «Order» button.
— Identity.
Only at this stage do we start changing the logo and corporate identity, whose purpose — is to express the adjusted meanings and ideas of the brand as vividly and effectively as possible. How much the new style differs from the original depends entirely on the scale of the strategic changes. The same applies to the name, slogan and descriptor — the key verbal attributes of the brand.
— Implementation.
The implementation stage may include a wide range of work, from running internal workshops to writing a new communication strategy, from adjusting the employer brand to new interior design for office spaces and other brand touchpoints, from developing an updated website to launching advertising campaigns in support of the rebranding.
Market effectiveness.
The brands we create work because they are based on a thoughtful analysis of the company and its business strategy, its target audience and the competitive landscape.
Brand consistency.
We ensure the integrity of the brand and efficient project timing by having project managers, marketing specialists, strategists, designers and copywriters work together as one in-house team.
International experience.
Thanks to the Total Skills Network partner network, we are able to take international trends into account faster than others.
Budget savings — both during the branding development (we use only the tools that are truly necessary) and as a result of it (a successful and consistent brand requires less advertising investment.
The price and timeline of a rebranding depend on the complexity of the project and on the scope of changes it will require. The minimum cost, excluding special offers, and the approximate timeline, excluding approval rounds — from 1 million roubles and from one and a half months.
Send us a request and we will promptly prepare a proposal based on your information.
