In our extensive experience at Cactus Seny Gràfic, we have realized that during the process of rebranding a company or business, it is essential to take several factors into account.

Disorganized rebranding can lead to major problems in the short and long term, while controlled rebranding, following specific guidelines and keys, ensures we achieve our short, medium, and long-term goals. In short, a success.

What is rebranding?

Rebranding is the process of evolving or modifying a company’s logo. Generally, it doesn’t usually involve very drastic changes, although it depends on the case at hand. But why change your company’s logo? Most brands evolve over time, and their logos slightly adapt to the communication trends of each era. If we follow the trajectory of major brands, we can see how their logos have constantly evolved.

But it’s not just the logo

Indeed, it’s not just the logo that is redesigned; generally, rebranding is accompanied by a corporate change: fonts, communication styles, textures, colors, gradients, iconography… It all depends on how deep we want the change to be, where we are starting from, and where we want to go.

And, although generally all brands tend to be graphically ‘alive’ (meaning they incorporate elements by creating campaigns, online updates, or social media posts, etc.), we can affirm that after the COVID-19 pandemic, many companies saw that rebranding was necessary.

How to know if your company needs a rebranding?

The era of digitalization, online communication, and social media inevitably leads companies to adapt to new communication channels. That’s when we might question whether a company or brand really needs a rebranding. Let’s ask ourselves a few questions:

• Traditional marketing is not the same as digital marketing. Does your brand have the necessary resources for correct online communication? For example, a font that works well for screen reading, RGB colors that can grab attention, personalized iconography…
• Is your company’s communication adapted to the online environment? We see, more and more, that face-to-face meetings are being replaced by video calls, and in some cases, this can work against us. Does your brand have presentations, a website, or an online portfolio?
• In a web environment, the competition is much closer, and comparisons can be more obvious. Is your company up to the level of your competitors? Factors such as your website loading faster, meaning it’s easier to find products and/or services, can be decisive in tipping the scales and gaining new clients.
• Do your clients perceive you as an agile and transparent company? And we mean a company that solves problems quickly, conveys trust and security, and freely provides information about its products or services to clients and non-clients alike.

If some of these problems sound familiar, you probably need to consider giving your company a facelift. A good rebranding can help you improve all these aspects.

Keys to a rebranding

After all the experience these 15 years have given us, we can conclude that three fundamental factors are required to ensure whether a rebranding becomes a successful project or not.

→ Be clear about the objectives you want to achieve; for rebranding to serve as something more than a simple cosmetic change, certain objectives must be set. Some of these might be trying to attract a different audience, making yourself known in other areas, reinforcing values, or even rethinking new values. It can improve the trust and loyalty of the end client.

→ Have experienced partners who are capable of understanding your needs and turning them into reality, guiding you throughout the process to offer you a better service.

→ Be willing to change: many businesses that opt for rebranding still have an old-paradigm mentality. You have to break down barriers and not be afraid of change and improvement!

With these three factors, the image of businesses and brands can be completely revolutionized, taking any company to a higher level. At Cactus Seny Gràfic, we have been dedicated to branding for over 15 years. And you? Are you ready to make the change?

A well-executed rebranding is exactly what we offer in our branding service.