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What is rebranding?

7 minutes of reading
What is rebranding?
Category Marketing

Rebranding can be a powerful tool for businesses, allowing them to stay relevant in a competitive market and keep up with the changing needs of their customers. However, successfully rebranding requires careful planning and execution. In this blog post, we will discuss what rebranding is, how to plan a successful rebranding strategy, and how it can affect your business’s SEO.


Online advertising: role and importance

Advertising is a paid form of presenting goods, services and ideas affecting consumer motives and actions. We see them every day: at home, at work, on trips, and above all online. It is no wonder then that specialists are brainstorming and working on appropriate persuasive strategies. SEO, SEM, UX, digital marketing, content marketing, email marketing, social media – each of these elements contains the techniques and tools necessary to convince us to buy.

We often confuse ads and marketing. Although advertising and marketing deal with informing and promoting services and products, there are several differences in planning a customer acquisition strategy. Marketing therefore includes research and analysis that focuses on audience reactions and the language of communication. So the question is in which environment our product will sell best. PR is also an element of this strategy. Advertising is therefore a smaller element of marketing.

What rebranding is?

Why do businesses choose to rebrand?

Rebranding is the process of giving a company or product a new image. It involves changing a logo, website design, advertising, and other marketing materials to reflect a new identity. It’s also a way to show that a business is still relevant, up-to-date, and in line with its customers’ needs and expectations.

There are three common reasons for rebranding:

  • the current brand has lost relevance with the audience,
  • the company wants to target a different segment of customers, or there’s an opportunity for growth due to changes in markets.

In order for any strategy to work well, you need to create an effective plan.


Rebranding is an important process for any business. It can help you stand out from the competition, attract new customers, and increase your overall visibility. But it can also be a daunting task. Here are some of the biggest challenges that you should keep in mind when considering this move:

  • Rebranding requires you to create a cohesive brand identity that encompasses all aspects of your business, from logo design to messaging. You’ll need to make sure that your brand identity is unique and recognizable so that it stands out from your competitors.
  • Rebranding should be done in order to reach specific goals, such as increasing sales or improving customer loyalty. Before beginning the process, it’s important to clearly identify what those goals are and how the rebranding will help you achieve them.
  • Search engine optimization plays an important role in the success of any website. During the rebranding process, you’ll need to consider how changing your branding might impact your SEO rankings.
  • When rebranding, it’s important to make sure that your message is consistent across all of your channels, including websites, social media, email campaigns, and other marketing efforts. You don’t want customers to be confused by different messages or visuals between different platforms.
  • Finally, you’ll need to build awareness of the new brand through effective marketing strategies. This could include creating content related to your new branding, using targeted advertising campaigns, or launching public relations initiatives.


Although this is not an easy strategy, it can bring a lot of benefits. Which ones?

  • One of the biggest benefits of rebranding is that it allows you to differentiate yourself from competitors. By creating a unique identity, you can stand out in a crowded marketplace and attract potential customers who are looking for something different.
  • Rebranding can also help you attract new customers, since it often signals a fresh start and encourages people to try out your products or services.
  • It can help boost your SEO rankings. A well-executed rebrand can create new content, such as website copy, press releases, and blog posts, which will help improve your organic rankings on search engine results pages.
  • Additionally, a rebranding can also create opportunities for link building and backlinking, which are both key components of effective strategy.
  • Finally, rebranding can help build trust and loyalty with existing customers. If done correctly, a rebrand can create a sense of familiarity and trustworthiness, helping to ensure that customers remain loyal to your business in the long run.

Process. What does it look like?

First, you need to assess the current state of your brand. Take stock of all aspects of your business – from your company logo, website design, and content to your messaging and branding. You should also consider the needs of your target audience and the trends in your industry. Once you understand where your brand currently stands, you can begin to create a plan for rebranding.

When creating a rebranding strategy, it’s important to set realistic goals and create a timeline. Your strategy should include changes to your logo, website design, content, messaging, and any other aspect of your brand. Make sure your plan is well-defined and that all stakeholders understand their roles and responsibilities.

A successful rebrand requires careful planning of every element of your website. You should start by researching relevant keywords for your industry and ensuring that these are used throughout your website content. Additionally, you should review and update any outdated information or pages on your website.

Lastly, it’s important to keep an eye on analytics data during the rebranding process. Analyzing the performance of your website before and after the rebrand can help you identify any areas that need improvement. This will help you get the most out of your rebranding efforts.

How important is it to specify the target group?

One of the most crucial steps in rebranding is to define your target market and understand their needs and expectations. Knowing who your target audience is will guide you in creating the right branding strategy. It will also help you determine which elements of your brand should stay and which should be changed.

When defining your target market, it’s important to consider factors such as age, gender, location, lifestyle, interests, and buying habits. With this information, you can craft messages that appeal to this specific group. You can also use this data to choose colors, fonts, logos, and imagery that will resonate with them.

How to measure the success of a rebranding strategy?

If your rebranding efforts have been successful, you should notice an increase in people recognizing your brand and talking about it online. You can monitor brand awareness by tracking mentions of your brand on social media and using tools like Google Alerts to track conversations about your company online.

You should also look for changes in customer engagement and sales. After a successful rebrand, you should see an increase in website traffic, followers on social media, and customer engagement. Additionally, look at your sales figures to see if there has been an uptick in customers purchasing products or services from your company. You can use analytics tools like Google Analytics to track organic traffic and see if the changes you made to your website have been successful.

By monitoring these metrics, you can measure the success of your rebranding strategy and ensure that it is having a positive impact on your business.

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Last words

Rebranding can be an overwhelming task, but with a good strategy and thorough execution it can be a great way to give your business a new look and feel. Planning is key to a successful rebrand as you need to take into account how it will affect your strategy and overall presence.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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