The style in its fonts and even some colors

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Need to get out of a crisis? Sometimes business doesn’t go as expected. At best, you can see what changes need to be made, and it’s a good idea to reflect these changes in your company’s image so that customers are aware, even visually, of the change in direction.

Want a practical example? Think of Odebrecht, a conglomerate involved in the biggest corruption scandal in Brazil's history, Lava Jato. How can it continue to work with such a big stain? There are only two options: either close its doors and never operate again, or rebrand.

The choice made was the second option, with a rebranding of visual identity and name, a mix between partial rebranding (modifying small aspects that improve the perception of the brand) and responsive rebranding (when the rebranding occurs in response to a specific event, such as a drop in sales or bad publicity).

Despite maintaining today the conglomerate is completely restyled, with a new name: Novonor.

Time for renewal
Is it time for a refresh? Keeping up with the latest market trends is the foundation of any successful business. Sometimes, especially if your brand has been established for a while, this may mean renewing your corporate identity.

Obviously, we are also talking about rebranding in the case of company mergers or acquisitions. In these cases, rebranding is almost necessary to communicate the change to customers, as is the case with fax lists Motorola, which was acquired by Lenovo.

How to rebrand a brand?
How to rebrand a brand?
Well, let’s say that for any of the reasons we just talked about, you’ve decided it’s time for a good rebranding for your business. Where do you start? Here’s how to do rebranding:

1. Define your business goals
You may think that if you’ve decided to rebrand, you already know what goals you want to achieve, but be careful not to underestimate this stage. Putting your business goals on paper will help you not forget anything and plan your strategy more comprehensively.

Additionally, this phase can also be useful for planning how you intend to approach the next phases of the rebranding.

2. Analyze your competitors
Competitor analysis is essential for any business at any stage of its activity, but if you want to rebrand your brand, this activity takes a particular direction. Whatever the reason why you decided to rebrand, one of your goals will be to improve the image of your business.

Consequently, the image your competitors have in your target market will have a direct impact on your rebranding.