According to Michelle Russo, CCO at the U.S. Chamber of Commerce, rebranding can help businesses establish a strong brand identity and educate audiences about their brand story.
It can get difficult for a brand to narrate engaging stories about itself when audiences are not sure about the brand's mission and purpose in the first place. A rebranding effort can help businesses engage both, internal and external audiences with a narrative that the organisation wants to effectively convey.
At the same time, brands must resist the temptation to focus solely on their past achievements and legacy. Instead, a rebrand must focus on stories that can help businesses stay relevant for generations to come. Even the brand logo must aid the company in the effort to represent the brand story.
Apart from reflecting the rebranding through graphic design, companies must incorporate the rebranding process into how they function. For instance, businesses can look at a new level of engagement, focus on re-energising core audiences and inspire their employees to reimagine the impact of their work.
[4 minute read]