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Home  Design Rebranding
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Rebranding
Repositioning For Results
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Brand revitalization, repositioning and expansion were necessary for Trade'ex to adjust to changes in their target markets.
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Meeting Goals
Fathom understands the challenges involved with changing the identity of a product or company. The redesign, repositioning and revitalization of existing brand assets most times is a requirement to meeting an organization's goals. A brand is a lot more than a logo, it is an experience consisting of customer communications, online environments, voice and tone, customer perception and attitude. A change this significant must be approached with in-depth research and an open mind. Past, current and prospective customers add value to this exercise and should be a part of the rebranding process.
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| A brand audit of myGazoo generated enough evidence to justify a complete company rebrand. Now Talaris, every communication was revisited, recreated and aligned with a new promise. |
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Brand Equity
Rebranding does not require replacing all elements of an existing identity, but addressing which verbal and visual elements are not increasing brand value. Dismissing brand equity can alienate established customers and unnecessary overhauls can damage the brand's perception. Consider the requirements and parameters of your target market before initiating a rebrand. In many instances, evolving an identity and rejuvenating it can be more impactful than a complete overhaul.
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| A Creative Brief summarizes each element in determining the strategic direction for a rebrand. |
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| Don't fix it if it isn't broken. Ingres had a loyal customer base along with a highly regarded brand. The Ingres image was an attractive element inherited by the ASK Group buy-out. |
Planning
Effective rebrands rely on a structured process that ensures targeted results and appropriate, valuable, timely input by personnel. Part of this exercise includes clear definition of objectives, situational analysis, target markets, budgets, timeframes, limitations, approval process and metrics for assessing results. Many client teams are attracted to defining shortcomings of existing brand and reacting to rebranding directions, however, this is only the beginning of the process. The implementation of a new brand most times requires adaptation, and ensuring consistent, focused input from the team is critical in ensuring the new brand is able to stand on it's own and evolve to a maintenance plan.
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The undeveloped, inconsistent and unmanaged DistriVision brand was transformed into Commerce One. Fathom's rebranding of the company contributed to their successful sales growth in excess of 1,000% within 4 years, reaching half a billion in revenues. |
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