Why Rebranding to Logo Design is Done?

Every business has an identity and rebranding it is a big decision. The last thing you want to do is rebranding your business frivolously because it is going to impact your business in a big way and it will be expensive as well. At the same time, we have seen many businesses rebranding their logo design and there must be some purpose and direction to that. Here, we will analyze the most important and common reasons for business rebranding.

• Appealing to New Customer Group
• Rebuilding reputation
• Business ownership changes
• Business model affected by technology
• Global Appeal causing Rebranding
• Organizational changes

Appealing to New Customer Group

Consumer trends keep changing and new buyer group steps into the picture. Such demographic shifts among the consumers give a solid reason for a business rebrand. For example, you have seen the black and white of Uber, the app-based cab service. The business has recently changed its logo embracing with bright colors. Instead of round black and white icon, you can now see a colorful hexagonal shape with tailored patterns and colors for different countries. As, Uber has started offering services in many new countries, this rebranding will definitely appeal to new customer group.

Rebuilding Reputation

If the reputation of a brand is not good, it may cause negative impact on its revenue generation process. All the negative associations with the brand can be dispelled by rebranding. However, it is essential to implement changes in every aspect of the organization, not just the external aspect. Do It Yourself Dutch retail group VendexKBB has been rebranded to Maxeda, shows a good example of rebuilding reputation.

Business Ownership Changes

Events such as demergers, mergers and acquisitions resulting business ownership changes. In case of demergers, both parties have decided to part ways and it definitely calls for individual brand. For merger, both parties have decided to join hands and establish a new brand in a combined way. Acquisition is one business is taking over another, which again reflects the need of rebranding. One recent example would be CVS that acquired Target pharmacy services for $1.9 billion deal.

Business Model Affected by Technology

Technology plays a big role to decide the future of any business. You have probably seen the rise of Snapchat or the launch of Apple Pay. This clearly shows how the customers are adopting the new technology. In addition, many websites have prioritized the mobile technology and it is just the beginning, predict the experts. When your business grows in a new direction, you have to refresh and adapt to the new changes. This results in business rebranding and makes way for business growth. Flipkart, the online store that completely went for the mobile platform, has performed logo redesigning. Earlier, the word ‘Flipkart’ was used as the logo, but the new one shows a yellow bag with blue ‘F’.

Global Appeal causing Rebranding

It becomes important to rebrand a business when it is to be used in a global way. Suppose a business is specific to a particular country and it needs rebranding to be used internationally. Some businesses sell same products in different nations, under individual brand identities. When they opt for using a single brand, they appeal more customers internationally. One such popular example of rebranding is of Jif to Cif.

Organizational Changes

An organization gets a new lease of life whenever a new CEO steps in. One very good example could be Apple that went through massive organizational changes after Steve Jobs returned in 1997. The old logo of Apple showcased the symbol of the fruits in a rainbow color, while the logo was changed to a metallic apple after its rebranding.

You may also need to rebrand your business now or some point of time in the future. Redesigning the logo properly can cater to your long term business goals significantly.