Rebranding. It sounds exciting, doesn’t it? New colors, a shiny new logo, fresh messaging, maybe even a celebratory launch party with cupcakes shaped like your new brand icon. But before you dive headfirst into your brand makeover, there are a few things you need to know.
ON Advertising doesn’t just do rebranding; we live it. As a full-service agency specializing in branding, marketing, and digital strategy, we’ve helped businesses of all sizes evolve their identity with confidence, creativity, and a whole lot of strategy. So if you’re thinking about rebranding, we’ve got you covered from idea to execution and every brainstorm in between.
What Is Rebranding, Really?
Let’s clear something up. Rebranding is not just about slapping a new logo on your website and calling it a day. That’s like repainting your house without checking the foundation. True rebranding is a strategic overhaul of your brand’s image, messaging, and perception. It’s how you realign your business with who you are today, who your audience is, and where you’re going next.
ON Advertising approaches rebranding as a complete process that includes brand research, strategy, messaging, and design. All of it is rooted in data and creativity. A great rebrand captures not just how your brand looks, but how it feels and how it is experienced across every touchpoint.
Why Rebrand? (And No, “Because It’s Boring” Isn’t Enough)
Companies choose to rebrand for all kinds of reasons. Maybe your image is outdated. Maybe your target audience has shifted. Maybe your business has grown, expanded, merged, or you’re trying to recover from a little PR turbulence.
Some common reasons for rebranding include:
- Reaching a new demographic
- Standing out in a crowded market
- Expanding into new product categories or regions
- Aligning with current trends or digital-first audiences
- Repairing or refreshing a damaged reputation
Whatever your reason, the key is to rebrand with purpose. ON Advertising uses data-driven brand research to uncover what really matters to your audience and builds a strategy that positions your brand to resonate and convert.
Questions to Ask Before You Start Rebranding
Before diving into fonts and color palettes, ask yourself a few essential questions:
- What are your brand’s current strengths and weaknesses?
- What do your customers actually think of your brand?
- What are your goals for the rebrand?
- How much are you willing to invest, and what’s your timeline?
- Who are your competitors, and what sets you apart?
Brand equity research, competitor profiling, and target audience analysis will help you get clear on where you are now, so you can build a roadmap for where you’re going.
The Rebranding Journey: From “Hmm” to “Heck Yes”
A successful rebrand follows a structured path:
- Research & Discovery
Behavioral insights and data reveal what your audience wants and how your brand should evolve. - Strategy Development
Define brand personality, tone, positioning, and visual identity. This includes brand development strategy, digital branding, and competitive analysis. - Creative Execution
Design and messaging come together to tell your new brand story. This includes everything from print materials, to packaging, to online assets. - Internal Alignment
Your team must understand and believe in the rebrand. Internal communications and team training make sure everyone is on board. - The Launch
A strong rollout plan ensures your new brand makes a splash. From social campaigns to email blasts and press kits, this is where the excitement kicks in.
Rebranding Pitfalls to Avoid
We’ve seen the good, the bad, and the confusing. Here are a few common mistakes to avoid:
- Rebranding Without A Clear Purpose
If you don’t know why you’re rebranding, your audience won’t know what to connect with. - Forgetting Your Existing Customers
Bring them along for the ride. A rebrand should feel like a natural evolution, not a sudden identity crisis. - Underestimating the Time and Cost
Good branding takes time and resources. Cutting corners may save money now, but can cost more later.
Measuring Success
After the launch, it’s important to track how the rebrand is performing. Key metrics to consider include:
- Brand recognition
- Customer engagement
- Website traffic
- Sales growth
- Customer loyalty or perception shifts
Set clear goals before launch so you can monitor what’s working and what needs adjusting.
Ready to Rebrand?
Rebranding is your chance to refresh your story, connect with new audiences, and position your business for growth. When done right, it’s one of the most impactful and strategic moves a business can make.
Thinking of rebranding? Let’s talk.
ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest
We are the largest minority-owned full-service agency in the Southwest, and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.
Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs.
Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!