Is It Time to Rebrand?

Rebranding, a magic word that rolls of the tongue, keeps many companies, business people, CEOs and CMOs very busy. And there’s good reason for it. Rebranding brings an amazing promise – if done properly and accurately, you eliminate all the disadvantages of your current branding and reinvent it as a newer, relevant, sought-after brand. Yet, rebranding is a complex, expensive process that can cause the values of the brand you invested so much in over the years to just disappear.

When should you embark in a rebranding project?

  • When the brand’s image is old fashioned, no longer current or needs revamping

  • When you have a new business strategy, change business focus or the behavior of your consumers change

  • If you’re launching a new, innovative product or service that has to be linked to a brand and there’s a gap between them

  • When the original brand is damaged

Only a branding process in which the business strategy is synchronized with the branding strategy will create the ‘magic’. Only a strong, clear brand that functions well in the competitive market, that is differentiated, has power and followers among company employees, vendors, and potential customers will spread its wings and soar.

Do you want to know if it’s time for you to rebrand?

Answer these gung-ho questions!

Gung ho is a Chinese expression aimed at fostering team spirit among soldiers, causing them to devote themselves to a single idea and work together to realize it. The expression is very popular among Chinese corporations and means ‘working together, working in harmony’. If you take the good of the expression, you can assess whether it’s time to rebrand with everyone is united under the new brand and speak the same, clear language.




High Opportunity


We live in a fast-paced, dynamic world in which communication messages to target audiences must constantly update and reinvent a brand in many dimensions:

  • Strategy – have your company, products or services changed in recent years and your language is unclear?

  • Team spirit – does your team grown tired and does not ‘feel’ the company? In other words, are they just passing the time in the workplace?

  • Market or sector – were there changes in the needs of your target consumers and their taste, or in the activities or your competitors?

If you answered yes to one or more of the above questions, go to the next section!


  • Is there a gap between how you perceive your company or brand and how it is perceived by your customers, target audience, employees, vendors or investors?

  • Is there a gap between your product or service and how your company looks and ‘speak’ to your customers about them? Is there a dissonance that shakes the confidence and image of the company/brand in the eyes of target consumers?

  • Do you feel that your company or brand does not attract the best customers to your product or service? Analyze your customer base.

  • Are you using old-fashioned marketing elements that do not reflect your organization’s and brand’s values?

If you answered yes to one or more of the above questions, go to the next section!


  • Has your business focus changed over the years?

  • Has there been a significant organizational change like a merger or acquisition?

  • Have your competitors engaged in new marketing activities or launched new products or services that left you behind?

If you answered yes to one or more of the above questions, go to the next section!


This is your chance!

If you answered yes to some of the above questions, it’s probably time to work on the promise of your brand and your marketing messages in a rebranding effort.

This is a fascinating process that gives you the opportunity to manage your business focus in depth, using marketing tools that will synchronize your business strategy with your branding/marketing strategy. This process will generate and infuse new energy into your company, motivate your people and recapture the attention of potential customers.

What are you waiting for, then? Gung Ho!

Contact Branding and Advertising Ltd., invites you to join companies and organizations that have already returned the color to the cheeks of their brands! In Contact’s unique and experiential branding workshop we work with you and your people to build a brand strategy that preserves you company’s or brand’s assets and focuses on your core objectives so that you can truly grow your business.

For details, click here.

By Irit Keren

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