Rebranding Study

The Grossbauer Group conducted original research with clients for whom we have completed rebranding projects over the last decade to learn about their experiences. After the dust had settled, how would clients reflect back on their experiences of both the rebranding process and the results of their rebranding? Most importantly, did clients get what they wanted out of rebranding?

Here are our discoveries:

Organizations rebrand
to tell a new story

Why did clients choose to rebrand?
75

to tell a new story about who they are

75

to replace an outdated look

63

to be perceived as more professional

38

to compete more effectively

38

to become more relevant to a target audience

Fewer than 25% rebranded to attract new demographics, reflect new services, or advance brand loyalty.

Rebranding attracts
new customers

The top five results of rebranding are:
1

have attracted new clients or customers

2

have more efficiently promoted services, products, or capabilities

3

have achieved marketing goals

4

have seen more media or social media mentions

5

have increased revenues

New customers are attracted to the new stories clients are telling.

A new logo, brand colors,
and website receive the most
attention from clients

The identity components updated by more
than half of participants include:
100%

Brand Colors

100%

Logo

88%

Website

75%

Tagline

75%

Business cards, letterhead

100%

of participants updated both their logo and their brand colors together.

One participant noted, "The logo supports the important message of our brand."

Rebranding projects are not
always comprehensive

Fewer than half of participants chose to
update the following identity components:

trade show or display materials | brand guide | social media channels print collateral and/or packaging | signage | advertising | core messages uniforms or branded clothing | name | e-newsletter and/or newsletter PowerPoints or presentations | vehicles

75%

Fewer than half of organizations maintain a brand guide, and of those, only 75% feel they implement their brand consistently.

Most organizations keep
their name when they rebrand

Only 1 in 4

organizations changed
their name.

Name recognition and preserving brand equity are factors to consider in rebranding.

Rebranding impacts
organizational culture

75% of organizations noted a positive
impact on employees. Most cited:

employee pride

alignment with goals

professionalism

sense of providing premium service

Most organizations conduct
a brand relaunch campaign

2 3

of participants conducted a campaign targeting their customers.

In the words of one participant, "The team feels better about themselves and the company."

Some participants also shared the news of their rebranding with:

board of
directors expanded
group of
stakeholders media employees

Rebranding attracts
stakeholders'
attention

38%

of organizations received specific, positive feedback from customers about the logo and the visual brand language.

Rebranding translates
into ongoing
diligence... mostly

84%

of participants feel they have maintained brand consistency since rebranding.

The lowest scoring participants for brand consistency announced the rebranding only to customers and updated only four identity components.

Participants were satisfied

96% average satisfaction

Client comments:

"This was the best marketing move we
have made in the history of the company."

"We have made the full transition with a new strong brand that is recognized in our field."

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© The Grossbauer Group