Recently, while I was on my way home, I passed by a supermarket and recognised a visible change on their external visuals; they had changed their logo to a big and attractive brand. 

The impression pushed me to go and see what they could have brought in store. Since the outer look was striking, I imagined there was more for one to see.

I went in with curiosity, wanting to know why they had changed their logo, and the manager of the supermarket explained that "It is the best way to let our clients and stakeholders know that our brand’s identity is now different and so, it matches with the new identity that we are marketing with the rebrand.”

Business owners often seek altered strategies to upgrade their businesses and some of them praise rebranding to be an effective way to rescue a dwindling business, as it gives a new perspective of your company.

Besides modifications of a logo, business rebranding is wide and can be done in various ways. Basically, it is the process of changing the corporate image of an organisation or company. 

It can as well involve giving a new name, visual identity, leadership change or combination of the elements for an already established brand.

The goal of business rebranding in a company is to influence a customer’s belief about a product or service of the company generally by revitalising the brand and making it appear extra contemporary-day, relevant to the customers’ need, taste and to create a different identity for a brand from its competitors in the market, says Israel Gusenga, an entrepreneur.

He adds that, over time, a business can be outdated therefore, it is important to rebrand your business as it increases your company’s value, leaving a good memorable impression to your clients and making it easier to acquire new customers.

 When is the right time to rebrand?

There are red flags that may indicate the need to rebrand your business. 

According Janet Uwimbabazi, an employee at a logistic company, when your core audience is rapidly changing and you are convinced the present brand isn’t positioned to resonate with them, you may choose to rebrand.

Rebranding can as well happen when you have new products or services for your portfolio that are performing well and make your brand expand. This can as well happen when you have been having your brand for maybe 15years or more, your brand has expired and no longer reflect the value of the company.

Uwimbabazi is of the view that one may to consider rebranding when their aspirations for the current brand no longer match with what and where they want to be.

"Rebranding may also take place when the competitors of your business are growing, because your audience changes as well. If your company’s reputation is no longer favourable, it is better to distance yourself from problems of the past.”

It is also important to update the corporate image of your brand to appeal to a younger market, matching the trends on the new market’s audience.