Rebranding has become a buzzword in the industry. Nowadays, we have seen most of the brands are on a rebranding spree. Is this just a trend or is it the need of the hour for a change?
With the world changing rapidly, rebranding has become a vital strategy for organisations to stay relevant to the current trends and target audience. Brands need to revamp with the new audience which are dynamic and also conscious of their choice. The change is critical for the brands to take a leap to lead nationally and capture the attention of the global market.
With the rebranding, the brand has to make a comeback shedding the old image like Shahrukh Khan, who made a great impact with the blockbuster movie Jawan.
Traditional Indian brands must be reevaluated and revitalised to connect with modern values, trends, and expectations. Greysell Advertising, one of the top branding agencies in India, recommends our clients rebrand and resonate with the target audience.
Understanding the Necessity of Rebranding
A rebranding exercise is not just changing the logo or tweaking a tagline. It’s more about evolving and adapting to the changing market conditions, consumer preferences, and technological advancements. Indian brands need to do the rebranding exercise to steer these changes effectively to sustain their position and appeal in the market.
One of the primary reasons for rebranding is to ensure that the brand remains relevant. It is relatable to the new millennial and Gen-Z consumers. Societal change, technological progress, and evolution in consumer behaviors have a significant influence on how a brand is perceived. Brands may reorient their image and message with the values and desires of the modern consumer with rebranding.
Greysell Advertising, the leading advertising and branding agency in Mumbai, feels now rebranding is a necessity and not an option for traditional brands anymore.
Case Studies in Indian Rebranding Success
Bajaj Auto
Bajaj Auto is the leading Indian manufacturer of motorcycles, scooters and auto rickshaws.
In 2009, the company decided to rebrand itself to resonate with the global audience. A new logo, a new brand identity, and a new advertising campaign were all part of the rebranding.
The rebranding exercise was a great success. Bajaj Auto was able to significantly improve its global presence. Sales shot up by 20% in the first year following the rebranding, and the company became one of the main vehicle manufacturers in the emerging international market.
iD Fresh Food
iD Fresh Food is a well-known Indian food company that manufactures a range of fresh foods including Idli/Dosa Batter, Parotas, chapatis, curd, and paneer.
In 2011, the company rebranded itself, so it would be relevant to the young audience.
A new logo, a new brand identity, and a new advertising campaign were all part of the rebranding.
The rebranding was a success. iD Fresh Food increased its sales by 30% in the first year following the rebranding. The company’s brand awareness grew substantially, and it became one of India’s largest food companies.
Tata Group: A Timeless Transformation
Tata Group is an Indian multinational conglomerate with a rich history dating back to the 19th century. The group has successfully incorporated rebranding to stay relevant to the evolved target audience.
The transformation journey with a modernised logo, sleek and structured brand architecture, and a renewed focus on sustainability and innovation.
The rebranding exercise has helped the brand Tata position itself as a global leader while reflecting its commitment to the evolving society requirement.
The Key Elements of Successful Rebranding
1. Market Research and Consumer Insights
In-depth market research and a solid understanding of consumer preferences are prerequisites for a successful rebranding plan. This step guides the rebranding process by identifying gaps, opportunities, and areas for improvement.
2. Clarity in Brand Message
Rebranding should give a concise and clear message to the consumers. There should be clear and effective communication of the brand’s beliefs, goals, and services. A well-defined brand message assists consumers in understanding the essence of the brand and what it stands for in the modern era.
3. Design and Visual Identity
Rebranding changes the overall visual look of the brand. The brand embraces the new visual identity that connects with the audience and makes a statement of the new attitude the brand has to make the change.
Rebranding requires updating the visual identity, which includes logos, colours, typography, and general design.
The new design should appeal to the target demographic while also conveying the brand’s evolving image and values.
4. Adaptability and preparedness for the future
Rebranding activity communicates to the market that the brand is ready to adapt and prepare for the future. It anticipates the trends and upcoming technology, putting the brand one step ahead of the competition. It’s ready to satisfy customers’ expectations.
Challenges and Risks
Rebranding is not guaranteed to give a 100% success. Rebranding has its own set of difficulties and risks. There is always a chance rebranding might alienate existing customers and weaken the brand’s identity. To overcome these problems, it is critical to balance the need for change with the preservation of the brand’s legacy.
The Future of Indian Branding
With globalisation, Indian companies will always have to face tough international
competition. The domestic sector is also with advanced technology gaining big strides with innovative marketing communication. To grow, rebranding is necessary, not an option.
Adopting creative strategies with advanced technology the brand can embrace a rebranding process to get in touch with consumer attitudes would be critical for Indian firms seeking to evolve and prosper in the modern day.
Greysell Advertising, the best branding agency in Mumbai, believes that rebranding helps brands start a new fresh beginning towards success.
With our expertise and knowledge, we can help brands take a flight towards rebranding and be the harbinger of change.
To embrace the rebranding process, connect with us.