What does "rebrand" mean?
January 13th 2021

Branding is a key element of any successful business. Having a strong brand image means more than just an interesting marketing niche or flashy website - it’s about your business’s reputation among consumers and how your customers feel about your company. In other words, a large part of what constitutes your business’s brand is intangible. 

When it comes to rebranding, you’ll achieve better results if you understand the weight that customer perception carries in relation to how well your business performs. Successful rebranding requires more than just changing up the visual appearance or name of your business - despite the central role of custom web design, you can’t just update your logo or product photos in isolation. It requires a commitment to understanding how your audience feels about your business, for example: 

How do your customers feel about your business? 

What are your business values and do your customers know what you stand for? 

What is your customer service reputation like? 

Depending on the answers to these questions, your rebrand will fall into two key categories: 


Proactive rebranding is deciding to rebrand in reaction to existing positive growth. Maybe word has started to spread about your business and your customer base is growing, meaning a rebrand will help you to stay in touch with this larger audience’s needs - and maybe even to grow even more. Custom web design projects for proactive rebranding are very strategic, focussed around how you can cultivate further business growth and success through your design whilst continuing to maintain the positive branding you’ve got already. 


Reactive rebranding is more to do with managing change. Perhaps staffing has changed within your organisation, or externally your business is facing new challenges. Has the world changed, or has your marketplace shifted? Are you finding your target market area is oversaturated with competitors? Do you have legal obstacles, or trouble with your business’s reputation? In these circumstances your custom web design project should focus on rebranding to manage these changes and obstacles. Make sure that you tackle the issues at the core of your rebrand, for example, find a new niche if you’re aiming to reposition your business within the marketplace, or reconfigure your customer service model if your reputation is currently suffering.

If your business could do with a rebrand for any reason at all, get in touch with Kartogram for consulting advice and practical support with the custom web design side of things. We’ve take care of many businesses as they have undertaken the rebranding process - talk to us about what you’re wanting to achieve and we will help you to get there!

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