Adopt an always-on branding mentality

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 05, 2021, 12:14 PM UTC

Instead of rebranding, companies should be prepared to make necessary changes at all times.

Though creating a new identity seems appealing, brands should take smaller, strategic steps towards rebranding. Instead of changing all the company's core elements – from packaging, products to signs and ad flexes – companies can consider updating an expression to address issues the brand can potentially face. 

Companies should understand that rebranding is not just about updating the visual identity. They need to have relevant products and services to support their rebranding strategy. Brands should adopt an always-on mentality towards rebranding to stay relevant.

Consistently making modest changes can help brands portray dependability while keeping the level of investment and interference low. Marketers should try and take a long-term view if they do need to go down the rebranding route. 

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