Reinventing Corporate Identity

What is Corporate Identity?

Corporate identity, also known as brand identity, is the visual and somatic representation of a company. It is composed of elements such as logos, colors, font types, and languages used in communications. It is an unspoken persona of a company, defining what it is and what it offers.

However, sometimes companies need a renewal, a process called rebranding. This happens when a company needs to change its identity to adapt to market changes or to distance itself from its target audience.

What are the reasons for rebranding?

There are various reasons for rebranding, including market changes, expansion into new markets, change in company purpose or values, or even lack of clear identity.

Rebranding is a complex and demanding process that involves changes at all levels of the company. It's essential that the process be well-planned and executed with care, so that the new identity is well-received by the public.

During the rebranding process, companies must consider several things, such as compatibility of the new identity with the company's culture, whether the change will be well-received by the public and how the company will communicate these changes.

How to execute an effective rebranding?

To execute an effective rebranding, it's important for the company to make a careful plan, understanding its objectives and benefits from the change. Additionally, transparent and consistent communication is crucial, including communication with employees, clients, and the press.

It's important to remember that rebranding is not just about changing the company logo and colors, it's a process that involves changes at all levels of the company, from internal communication to social media presence.

In summary, rebranding is a complex process, but if executed correctly, it can bring many benefits to the company, such as improved visibility, image change, and expansion into new markets.

Tips for an Effective Rebranding

Take time to develop a rebranding plan, including objectives, benefits, and risks.

Notify your team and employees about the change and the reasons for it.

Clearly define your corporate identity, including the logo, colors, and language used.

Social media for communication and marketing.

Monitor and adjust the process of rebranding over time to ensure that your changes are working in your favor.