Organizations rebrand
to tell a new story
Why did clients choose to rebrand?
to tell a new story about who they are
to replace an outdated look
to be perceived as more professional
to compete more effectively
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:
have attracted new clients or customers
have more efficiently promoted services, products, or capabilities
have achieved marketing goals
have seen more media or social media mentions
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:
Brand Colors
Logo
Website
Tagline
Business cards, letterhead
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
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
organizations changed
their name.
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
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:
directors expanded
group of
stakeholders media employees
Rebranding attracts
stakeholders'
attention
of organizations received specific, positive feedback from customers about the logo and the visual brand language.
Rebranding translates
into ongoing
diligence... mostly
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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