Rebranding Can Revive Your Business – Is it the Right Choice for You Part One

Rebranding is the process of changing the corporate image of an organization. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market. 

A rebranding, well done can make a great impact on your business: 

• It can attract new customers. 
• Achieve new goals. 
• Increase engagement. 
• Streamline Messaging. 

And much more! But it is also important to add that a rebranding not always gives this advantages, If a rebrand is not well defined, it can put the whole business in danger, let's look at an example of what happens if a rebrand is not well done: 

GAP Case 

When GAP started experiencing low sales rates. The execs thought about entering the rebranding loop for the sake of saving their company. They only wanted to create a buzz not caring about other necessary elements that should exist for a rebranding process to occur. The result was a unified identity with no strategy and a public scandal for the brand. The identity was poor and criticized for many reasons. 

On top of the list came the typeface choice. Regardless of how old and traditional this font is, Gap chose the same typeface as one of its main competitors. While everyone was expecting something different and unique, GAP has chosen something generic and with no tad personality. 

Many designers around the world considered it as an insult from lazy designers and a company with a bad taste especially with the nonsense gradient and square that made the logo design even more of an embarrassment. On 11th of October, GAP finally decided to bring back the old logo after a week of negative public comments.