Rebrand100 has courteously shared their FAQ on rebranding with DesignDirectory, here are some key questions verbatim:

Q : When do organizations need to rebrand?

A : Organizations rebrand when they need to address strategic business goals, such as

* Better align with shifting customer preferences
* Manage a merger, acquisition or change in advertising strategy
* Extend products and services into new markets
* Showcase efforts for the environment or social responsibility
* Establish brand cohesiveness and consistency across media
* Revitalize or modernize an existing brand
* Spin-off new products or services, or develop a sub-brand
* Manage changes in internal management structure or culture

Q : What is the value of rebranding to the consumer?

A : The value of rebranding is in improving experiences that impact people's lives. Brands evolve to keep up with changing demographics, consumer lifestyles, various ethnicities becoming more prevalent and changing spending habits. Rebranding affects many touchpoints that provide consumer experiences, for example product delivery, or the bills you receive, as well as packaging, advertising and the retail environment.

Q : Do consumers know when something has been rebranded?

A : Not necessarily. Rebrands can be very visible, as in the case of new packaging or a new experience that resonates with consumers. In general, the more disciplines involved in the rebrand, the more visible it is to consumers. Sometimes rebranding is subtle, or purely internal to signal organizational shifts.

Q : How is rebranding different from branding?

A : Ongoing evolution makes rebranding different from creating new brands. Rebranding requires that a brand had previously existed, and had some identifiable personality in the minds of clients or consumers.

Q : How do companies approach rebranding successfully?

A : Successful rebranding requires a plan and a strategy. Companies need to assess the current brand equities, the marketplace and state of the business. They need to retain what works by leveraging existing brand equities to allow the brand to reemerge with a unique presence, a riveting promise and a fresh approach.

Q : What are the most common mistakes companies make in rebranding?

A : There are three common mistakes in rebranding:

1 . Not leveraging existing brand equity and the goodwill the brand has built among current customers.
2. The internal team is skeptical and internal buy-in does not occur.
3. The rebrand lacks credibility or is a superficial facelift with no broader strategy

Q : When are rebrands unsuccessful?

A : Unsuccessful rebrands share a few characteristics. In many cases, they're simply not believable. Sometimes organizations discard or ignore existing brand equities, or do not take consumer feedback into account.

Q : Are there best practices for rebranding?

A : It's essential that:

* a multidisciplinary conversation take place throughout the brand's evolution
* creatives are part of the core strategic team
* the organization is clear on its strategic goals
* existing brand equities are not discounted
* internal buy-in is obtained from employees
* there's an emotional connection, some sensory response by customers