IDENTITY

Rebranding

We realign the brand with the business that exists today.

Unified Systems

Rebranding

brand refreshbrand modernisationbrand modernizationvisual identity refreshbrand identity refresh

EUR 50 / hour

Request a rebranding estimate

Complementary products

Brand Strategy Brand Messaging & Voice Logo Design Visual Identity Brand Guidelines Website Redesign Website Design & Development Social Media Content Launch & Promotional Campaigns

These remain separate products and may become components of a rebranding project when required.

01PRODUCT READER

First screen

We preserve what still works, change what no longer represents the business properly and build a coherent transition between the current brand and what it needs to become next.

Rebranding may mean a controlled evolution or a major change.

We do not assume from the beginning that everything needs to be replaced.

Once we understand the current brand, the reason for the change and the components that need to be reviewed, we estimate the amount of work required.

CTA support text:

Show us the current brand and tell us what has changed in the business. We establish what is worth keeping, what needs to change and estimate the project.

02PRODUCT READER

What problem does it solve?

A brand may work very well at one stage of a business and stop representing the business properly as it evolves.

Rebranding may become necessary when:

the business has changed but the brand has not;

the current positioning no longer reflects the offer;

the identity feels outdated;

new products or services have been added;

the business is entering new segments;

the audience has changed;

the brand needs to operate in a new market;

existing messaging no longer explains the business clearly;

the visual identity no longer reflects the current level of the business;

the name, logo or other elements create limitations;

multiple isolated changes have made the brand inconsistent;

the company is going through an important change and the brand needs to reflect it.

Rebranding does not automatically mean:

new logo + new colours + new website.

First, we need to understand what no longer works and why.

03PRODUCT READER

What does the product do?

Rebranding evaluates the existing brand and determines what needs to be:

preserved;

adjusted;

removed;

rebuilt;

added;

migrated.

Depending on the situation, it may realign:

positioning;

messaging;

name;

slogan;

logo;

visual identity;

brand voice;

website;

content;

commercial materials;

launch communication.

The configuration is not the same for every business.

Rebranding is built around the difference between the brand you have and the brand the business needs now.

04PRODUCT READER

What you receive

Depending on the scope, the rebranding project may include:

audit of the existing brand;

inventory of current brand elements;

positioning analysis;

messaging analysis;

visual identity analysis;

identification of elements worth preserving;

identification of elements that need to change;

brand-evolution strategy;

repositioning, where required;

updated messaging;

updated brand voice;

name evolution or change, where required;

slogan evolution or change;

logo evolution or redesign;

visual-identity evolution or rebuild;

updated Brand Guidelines;

website direction;

content direction;

migration plan;

prioritisation of changes;

application plan;

organisation of resulting assets.

Not every project includes every component.

The configuration is defined after the current brand has been reviewed.

05PRODUCT READER

How we build the rebranding

1. We audit the existing brand

We inventory what exists and understand how it is currently used.

2. We understand what changed in the business

We review:

offer;

audience;

market;

objectives;

products;

experience;

future plans.

3. We decide what stays and what changes

Each important element is evaluated.

We do not begin with the assumption that it needs to be rebuilt.

4. We define the evolution direction

We establish what the brand needs to become and how substantial the change needs to be.

5. We update the required components

Depending on the project, we may work on strategy, messaging, identity, logo, name or other components.

6. We test the new system

We verify that the updated elements work together and in real contexts.

7. We build the migration

We define how to move from the current brand to the new one without creating two parallel brands.

8. We apply the change in a controlled way

We prioritise the website, social media, commercial materials, campaigns and the other places where the rebrand needs to become visible.

06PRODUCT READER

What we need from you

It helps to have access to:

current brand;

logo and assets;

existing brand guidelines;

website;

presentations;

commercial materials;

social media;

advertising;

content;

products and services;

customer information;

relevant feedback;

context behind the change;

what has changed in the business;

what you believe still works;

what you believe no longer works;

important plans for the next stage.

You do not need to arrive with the answer to:

“What should we change?”

That is one of the core decisions we need to make during the process.

07PRODUCT READER

Frequently asked questions

How much does rebranding cost?

The service is calculated at EUR 50 / hour, while the total cost depends on the required configuration.

A rebrand may involve only a small number of components or a broader project.

After the audit, we define what needs to change and estimate the cost.

Do I have to change the logo?

No.

The existing logo may remain exactly as it is if it still works and supports the new direction.

Do I have to change the name?

No.

Changing the name only makes sense when there is a real strategic reason.

Does rebranding mean a new Visual Identity?

Not necessarily.

It may mean evolving the existing identity or making deeper changes, depending on the actual problem.

What is a brand refresh?

A brand refresh is a more controlled evolution, usually involving smaller changes than a deep rebranding project.

Do we need to rebuild the website?

Not automatically.

The website may stay, be redesigned or be rebuilt depending on its architecture and how much the business has changed.

Will I lose customers if I change the brand?

There is no universal answer.

That is why migration and communication need to be planned.

The objective is to preserve valuable recognition where it exists and explain the change when necessary.

Can you handle only one part of the rebranding?

Yes.

The audit may show that only certain components need to change.

Can we keep parts of the existing brand?

Yes.

That is one of the central principles of this product: we preserve what works.

08PRODUCT READER

Rebranding does not mean throwing everything away

One of the most expensive mistakes a brand can make is removing elements customers already recognise without a good reason.

That is why the first question is not:

What should we change?

It is:

What is worth keeping?

There may already be value in:

the name;

logo;

colours;

symbols;

messaging;

expressions;

products;

reputation;

brand history;

how customers recognise the business.

Rebranding needs to distinguish between:

old

and

no longer functional.

They are not the same thing.

Something should not be changed simply because it has existed for a long time.

09PRODUCT READER

Brand refresh vs rebranding

Brand refresh

A more controlled evolution.

It may include:

visual-identity adjustments;

colour updates;

typography updates;

logo simplification;

application updates;

messaging refinement.

The core structure of the brand remains recognisable.

Rebranding

May go significantly deeper.

It can include changes to:

positioning;

name;

messaging;

identity;

audience;

brand architecture;

experience;

the way the brand enters the market.

We do not choose between refresh and rebranding based on aesthetic preference.

We choose based on the actual problem that needs to be solved.

10PRODUCT READER

What a brand audit means

A brand audit is not a list of things we “like” or “do not like”.

We evaluate the brand in relation to the business that exists today.

We may review:

Positioning

Does the brand still explain what the business does?

Offer

Is it presented clearly?

Audience

Is the current brand speaking to the right people?

Messaging

Is it coherent and relevant?

Logo

Does it work in current contexts?

Visual Identity

Can it support the website, social media, campaigns and other formats?

Website

Does it represent the current brand accurately?

Materials

Do they look and communicate like parts of the same brand?

Differentiation

Does the brand still occupy a recognisable position compared with alternatives?

The audit helps prevent change based purely on instinct.

11PRODUCT READER

Brand migration

Rebranding does not end when the new logo or identity is approved.

The business still needs to move from the current brand to the updated system.

Migration may include:

website;

social media;

advertising;

presentations;

documents;

email signatures;

commercial materials;

online profiles;

Google Business Profile;

packaging;

print;

signage;

templates;

internal assets.

For each area, we define:

what needs to change;

in what order;

who changes it;

when;

what depends on other elements.

The objective is to avoid a situation where customers see two different versions of the same brand for months.

12PRODUCT READER

Rebranding and the website

The website is often one of the main places where the updated brand needs to be applied.

But rebranding does not automatically mean rebuilding the website.

There are three common situations:

The website can stay

If the architecture and technology are solid, applying the updated identity and content may be enough.

The website needs redesign

If the structure still works but the experience and interface no longer support the brand, Website Redesign may be appropriate.

The website needs to be rebuilt

If the business and brand have changed so much that the existing structure can no longer support the offer, a new website may be necessary.

The decision comes from the actual need, not from the fact that “we are rebranding”.

13PRODUCT READER

Rebranding and existing customers

Change should not make existing customers feel that the business they knew has disappeared without explanation.

Depending on the scale of the change, we may need to communicate:

what is changing;

what remains;

why the change is happening;

whether products or services are changing;

whether there is a new name;

how the updated brand should be recognised.

Sometimes the transition needs to be communicated explicitly.

In other cases, the evolution may be natural enough that only minimal explanation is required.

We decide this based on the real impact of the change.

14PRODUCT READER

How much does rebranding cost?

EUR 50 / hour

The total cost depends on the scale of the change.

The amount of work may be influenced by:

complexity of the current brand;

number of elements that need to be reviewed;

number of elements that can be preserved;

need for repositioning;

name change;

logo change;

complexity of the visual identity;

number of products or services;

multiple sub-brands;

number of materials that need migration;

need for a new website or redesign;

number of channels where the change needs to be applied;

complexity of the transition plan.

After the initial audit, we can define the required configuration and estimate the amount of work.

15PRODUCT READER

Rebranding as an individual component or together with other components

Rebranding is a Component within Identity.

It can be purchased as a focused intervention when the required change is limited.

It can also be delivered together with other components when the rebrand requires broader changes, for example:

Brand Strategy;

Brand Naming;

Slogan & Tagline Creation;

Brand Messaging & Voice;

Logo Design;

Visual Identity;

Brand Guidelines;

Website Redesign;

Website Design & Development;

Content;

Social Media;

Launch and Promotion Campaigns.

The client does not automatically purchase all of these.

The configuration includes only the components that are required by the actual rebranding need.

When several components are developed together, research, context and certain strategic decisions can be shared.

Because of this, the cost of the combined project may differ from purchasing every component completely independently.

16PRODUCT READER

How long does it take?

The timeframe depends directly on the scale of the rebrand.

A focused brand refresh may require significantly less time than a project involving:

repositioning;

a new name;

new identity;

website;

migration;

launch campaign.

The timeframe is estimated after the audit and once the final configuration is defined.

Rebranding

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