Let me start with a big spoiler: Full rebranding for a startup is not always a good idea. You may think this is nonsense, but consider it from another perspective. People associate brands with their colors, names, and logos. Changing these visual aspects may pose difficulties for customers, leading to a loss of recognition among clients. Rebranding in big, popular companies like Coca-Cola or Pepsi is not as risky as it is for small startups.
In this article, we present great alternatives to rebranding for startups. Are you ready?
Options Starting with “RE”
Changing strategies and adopting new designs do not always necessitate rebranding. Here are some alternative options:
- Repositioning: If you only want to change your startup’s strategy, consider this solution. Repositioning involves strategically altering the intended perception.
- Revitalization: For those considering changes in design, revitalization focuses on uplifting visual branding without altering positioning.
- Rebranding: This involves a complete overhaul with a new strategy, new design, and sometimes a new name.
Repositioning
Repositioning involves strategically changing the image of your startup. Positioning is simply what you want your audience to think about when they hear your name.
When is repositioning advisable?
Repositioning is great for:
- Seed and early-stage startups: It’s worth considering repositioning if your startup has never been positioned before. Sometimes, founders of new companies focus too much on technical aspects and forget that marketing and promotion also matter.
- Late-stage startups: When you’re running a fully developed and well-working startup, sometimes the old message doesn’t attract new customers. In such cases, it’s worth considering new strategies and repositioning.
Revitalization
Revitalization involves changing only the visual appearance, without altering the purpose and idea. It updates existing designs to make them more recognizable.
Revitalization is beneficial for startups, especially when they want to improve only their visuals. It allows the company to retain its core values while changing only logos or colours.
Rebranding
Rebranding is one of the most popular “re-” actions involving changes. It includes changing the startup’s strategy and improving visual appearance, sometimes even adopting a completely new name for the company.
When do startups decide to rebrand?
The most common reasons for startups to consider rebranding include:
- After mergers and acquisitions, when a new brand name is required.
- When startups lose a trademark.
- After a major public scandal.
Rebranding is not as beneficial for startups as it may seem on the Internet. It requires a lot of work, a better idea, and most importantly, it can cost a startup its popularity and recognition.
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