4 Strategies to Use When Rebranding

In the bustling world of business-to-business (B2B) commerce, every brand competes for attention. Sometimes, a company rebrand is what you need to stand out from the crowd and drive revenue.

That said, a successful B2B rebranding requires careful planning. You’ll want to stay relevant while resonating with your audience. 

Whether you want to realign with your core company values or adapt to market shifts, knowing how to rebrand your company is a game changer.

On this page, we’ll share insights on when you should consider doing a B2B rebrand, plus six things to do for rebranding successfully!

B2B rebranding: When to consider doing a rebrand

As fun as it might sound, rebranding is a serious decision you must carefully consider and strategically plan. For B2B companies, there are several scenarios that may signal it’s time for a rebrand:

• New products or services: When introducing new offerings that don’t align with your current brand identity, a rebrand can help communicate this change and capture new markets.
• New locations: Expanding into new geographical locations may warrant a rebrand. This change can help your brand resonate with the new local audiences and cultures.
• Market repositioning: If your target market or industry is evolving, a rebrand can help reposition your brand to stay relevant and competitive.
• New philosophy or values: A shift in company values or philosophy may warrant a rebrand. A rebrand can reflect the updated ethos and resonate with stakeholders.
• Mergers and acquisitions: Integrating different brand identities into a cohesive whole often requires rebranding.

But, there are also instances when rebranding may not be the right move:

• Reaction to low sales cycle: Rebranding in response to a temporary dip in sales may not address underlying issues and could confuse customers.
• Poor brand awareness: If the primary issue is a lack of brand awareness, investing in marketing and branding efforts may be more effective than a complete rebrand.
• Following fleeting trends: Rebranding to chase passing trends can make your brand appear insincere and undermine long-term credibility.
• Covering underlying issues: Rebranding should not be used as a bandage solution for deeper organizational problems. Rebranding won’t solve underlying issues and may even exacerbate them.

6 B2B rebranding things you’ll want to do to ensure success

Once you decide that rebranding your B2B company is necessary, the following things can make the process smooth and successful:

1. Plan, plan, plan

A big mistake that businesses make with their B2B rebranding is diving right in without a real plan. They think it’s a simple and easy task that they can knock out, but truthfully, it’s time-consuming and requires thoughtful planning to execute it properly.

If your company decides to launch a rebrand, make sure you understand the following:

• How much you’re rebranding (Is it just a visual update or is the messaging changing too?)
• What tasks will need to be done to complete the rebranding
• What resources you have available to do the rebrand
• Timeline for completing the tasks and executing the rebrand

Planning out the path to rebrand will save you time — and plenty of headaches.

2. Conduct a brand audit

You need to establish what elements of your brand aren’t working, so you can address them in your rebrand. When you do your B2B rebrand, make sure you conduct a brand audit.

A brand audit enables you to audit your current brand and gather feedback to understand what works and what doesn’t.

3. Set your B2B rebranding goals

Many companies make the mistake of diving into a B2B rebrand without understanding what they want to achieve. That’s why it’s important to set rebrand goals from the beginning.

Setting your goals enables you to stay focused on meeting them and move your redesign in the right direction.

4. Decide what visuals you need to update

When companies do a B2B rebrand, they often update the visual components of their website.

You’ll likely be updating your brand’s visuals to help them align with the new brand style. Make sure you decide which visuals need an update for the rebrand.

The most common visual that’s updated with a B2B rebrand is the logo. Updating your logo can bring new life into your brand and signal to your audience that you’re evolving.

A fresh logo can also help modernize your brand image and capture attention in a competitive market. 

Read Now: 6 Tips for Creating a Memorable B2B Logo Design

5. Update your brand positioning

After updating your brand’s logo, you may need to update your brand’s positioning too.

Your company has a vision, mission, and values. You want to achieve something — what you want to achieve may change over time. It’s important that when you do your B2B rebrand, you update your brand positioning.

Even if your brand positioning is relatively similar, it can always benefit from a copy refresh to bring new life to your mission.

6. Communicate about the rebranding throughout

You’ll likely have different teams, stakeholders, and leaders with a stake in the rebranding efforts. Make sure that you openly communicate about what’s happening, what the progress looks like, and any roadblocks you hit while rebranding.

Open communication keeps everyone involved in the effort, so they always know what’s happening. It also makes it easier for you to ask for assistance if people are already up to speed about the progress of the rebrand.

Ready for a B2B rebranding? WebFX can help!

A successful rebranding strategy can breathe new life into your company. Yet, rebranding can be challenging, and partnering with a trusted digital marketing agency — like WebFX — can make all the difference.

With our expertise in driving results through tailored digital marketing solutions, we can help you put in place a successful rebranding campaign that propels your business forward.

Contact us online or call us today at 888-601-5359 to schedule your consultation!