Make Sure Your Decision To Rebrand Is For The Right Reasons

By Pradeep Gowtham, Sr. Product Support Engineer, Vembu Technologies

Branding refers to the identity of a company or a product in its desired market. Branding is more than a logo or a product on its own. It is a promise of quality and reputation. It encompasses everything about a company, sometimes good and sometimes bad, depending on the public’s perception. Brand identity is a vital part of a business, and it should be incorporated into many areas of a company. Good branding delivers the company’s message clearly, confirms credibility, connects with target prospects emotionally, motivates the buyer, and establishes user loyalty. People tend to do business with companies they are familiar with. If your branding is consistent and easy to recognize, it can help people feel more comfortable purchasing your products or services. A strong brand will provide value to your organization well beyond your physical assets.

Well established branding resides within the hearts and minds of customers, clients, and prospects. Rebranding a well know brand is a scary, as well as a time and money consuming, process.

Rebranding will take place at the time when a company needs to update its image, change market direction, or target a new demographic. Current scenarios show that companies around the globe want to choose more trendy and attractive assets. Mostly, rebranding will occur with a logo or color change, but most of the well-established products and services will not change their current name. Rebranding a product strongly says that the product is evolving with the customer’s and consumer’s expectations.

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