B2B Rebranding Explained: Building Brands that Connect

Episode 8 . 39:36

In this episode of the WeMarketers Podcast, Andrew sits down with Stella Miranda, a seasoned branding and marketing strategist with over a decade of experience in B2B. They dive deep into the intricate process of rebranding, discussing everything from brand refreshes and repositioning to the full-scale rebranding efforts.

Stella shares invaluable insights into the steps involved, the importance of research, internal alignment, and the role of brand consultancies. She also highlights notable examples to illustrate successful rebranding efforts. Whether you’re considering a visual update or a complete brand overhaul, this episode offers expert advice to navigate the journey effectively.

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Connect with Stella Miranda: https://www.linkedin.com/in/stella-miranda/

Visit Stella’s website: https://www.stellamiranda.com.br/

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

Rebranding Strategies with Stella Miranda [Key Takeaways]

Introduction

Stella Miranda, a branding and marketing strategist with over a decade of experience in B2B, joins Andrew to discuss the rebranding process, its challenges, and its impact on business success.

What is Rebranding?

Rebranding isn’t just about updating visuals like logos or colors. It involves aligning the brand’s strategy with its evolving purpose and audience needs. Stella identifies three key types:

  • Brand Refresh: Minor updates to modernize the brand while keeping its core identity intact.
  • Repositioning: Changes to a brand’s core strategy, often reflecting shifts in business direction.
  • Full Rebranding: A comprehensive overhaul of strategy and visual identity to match new business goals.

Examples include Jaguar’s rebranding to reflect its vision and GymPass’s evolution into WellHub, transitioning from gym memberships to a holistic wellness platform.

When is it Time to Rebrand?

Stella highlights common triggers:

  1. Business Changes: Expansion, diversification, or a shift in business model.
  2. Market Competition: The need to stand out in competitive environments, like fintech’s disruption of traditional banks.
  3. Social and Cultural Shifts: Adapting to trends such as sustainability.
  4. Communication Challenges: When brand perception doesn’t align with the desired image.
  5. Mergers and Acquisitions: Creating unified identities post-merger.

How to Approach Rebranding

  • Engage a Brand Consultancy: Stella advises hiring external consultants to avoid internal biases and gain a fresh perspective. Consultancies handle research, align stakeholders, and create comprehensive strategies.
  • Involve Leadership: C-level executives must align on the brand vision and support the process.
  • Engage All Departments: Consistency across all customer touchpoints—digital, customer service, marketing—is critical to success.

How to Approach Rebranding

  • Engage a Brand Consultancy: Stella advises hiring external consultants to avoid internal biases and gain a fresh perspective. Consultancies handle research, align stakeholders, and create comprehensive strategies.
  • Involve Leadership: C-level executives must align on the brand vision and support the process.
  • Engage All Departments: Consistency across all customer touchpoints—digital, customer service, marketing—is critical to success.

Steps in Rebranding

  1. Research: The foundation of rebranding. Research customer needs, competitors, and market trends to uncover insights.
  2. Strategy: Define the brand’s purpose, values, attributes, and positioning. Establish the brand’s core message and value proposition.
  3. Visual and Verbal Identity:
    • Visual Identity: Logos, typography, colors, and design elements must align with the strategy.
    • Verbal Identity: Messaging, tone, and brand voice should consistently communicate the brand’s personality.
  4. Brand Experience: Create memorable moments that delight customers and strengthen emotional connections.

Managing Risks

To avoid alienating customers during rebranding:

  • Align internally with leadership and teams.
  • Ensure consistency across all touchpoints to avoid customer confusion.

Measuring Success

Evaluate rebranding efforts using:

  • Brand Recall: How well customers remember your brand.
  • Engagement Metrics: Digital impressions, clicks, and shares.
  • Customer Surveys: Direct feedback on perception and loyalty.
  • Market Share Analysis: Tools like SEMrush or sales data.

Key Takeaway

Stella emphasizes the importance of strategy over design. Rebranding should be a thoughtful, strategic business decision, not just a visual update.

[00:00:40] Stella: People and organizations from the outside help us avoid focusing on internal bias.

[00:00:47] Andrew: Hello and welcome to the WeMarketers podcast. I’m Andrew, and my guest today is Stella Miranda, a branding and marketing strategist with over 10 years of experience in B2B. Stella specializes in creating impactful brand strategies and marketing campaigns that drive interest, build strong brand recognition, and turn prospects into loyal customers.

[00:01:11] Andrew: Today, we’re going to talk about the rebranding process and what it takes to refresh and strengthen your brand. Stella, happy to have you today.

[00:01:19] Stella: Hi, Andrew, I’m really happy to be here and to share a little bit of my knowledge with you and the audience. Thank you for this opportunity—let’s do this!

Understanding Rebranding

[00:01:33] Andrew: Many of us picture a dramatic before-and-after transformation when we hear about rebranding. Is it really just about updating the visual identity, or does it go deeper?

[00:01:45] Stella: Rebranding is often associated with changes to a brand’s visual identity because it’s the most easily noticed aspect. A brand’s visual identity is the primary form of communication with the audience. When it changes, the impact is highly noticeable.

[00:02:15] Stella: However, there are different types of rebranding, each with its specific purpose. There’s a brand refresh, brand repositioning, and full rebranding.

[00:02:43] Stella: A brand refresh involves updating elements like the logo, color palette, and messaging while retaining the core identity. It’s less intensive than a full rebrand and is typically done to modernize the brand’s image and stay relevant in a changing market.

[00:03:13] Stella: Repositioning, on the other hand, involves changing the brand strategy itself. It may not focus on visual identity but instead on restructuring the core identity of the brand. This often happens when there’s a shift in the company’s business direction, like expanding into a new category or market.

[00:03:50] Stella: For instance, energy companies originally focused on non-renewable energy are now repositioning as providers of broader energy solutions, including renewable energy. This requires adapting their strategy to reflect this scope.

[00:05:03] Stella: Rebranding occurs when both the core business and the visual identity change. It’s a major transformation, aligning the visual elements with the brand’s new positioning. A great example is Jaguar’s rebranding, which revamped everything from its strategy to its visual identity to communicate a new business vision.

[00:07:12] Stella: Another example is GymPass, a Brazilian company that rebranded to WellHub. Initially focused on gym subscriptions, it transitioned into a comprehensive wellness platform, offering services like mindfulness and therapy.

Duration of Rebranding

[00:07:19] Andrew: How long does it typically take to complete rebranding, refreshing, or repositioning?

[00:07:43] Stella: It depends on the process and strategy involved. A visual refresh might take 4-8 months. For startups with fewer touchpoints, it’s faster, but for global companies, it’s more extensive.

[00:08:33] Stella: A full rebrand strategy can take one to two years. For instance, the major Brazilian bank Itaú completed a full rebrand in about 18 months to two years. The process included strategy, visual updates, messaging, and an extensive communication campaign.

Recognizing the Need for Rebranding

[00:10:00] Andrew: How do we know it’s time for rebranding? Are there any specific rules or signs?

[00:10:06] Stella: Rebranding is a strategic decision that requires careful analysis of the brand, the market, and the company’s objectives. The right time to rebrand depends on the specific context of each company, but some common indicators include:

[00:10:36] Stella: 1. Changes in the company or product: Expansions, diversification of products, or shifts in the business model require the brand to adapt to new realities.

[00:10:47] Stella: 2. Competitive shifts: In highly competitive markets, brands need to reposition themselves to stand out. For instance, fintech companies have revolutionized the financial system, forcing traditional banks to innovate.

[00:11:47] Stella: 3. Social and cultural changes: Brands must evolve to stay relevant. For example, the growing demand for sustainability has pushed companies like Patagonia to reposition themselves.

[00:12:23] Stella: 4. Communication and perception issues: If a brand struggles to clearly convey its value proposition or if public perception is misaligned, rebranding can help.

[00:12:36] Stella: 5. Mergers and acquisitions: When companies merge or one acquires another, rebranding helps create a unified identity, often involving a new name, visual identity, or market positioning.

[00:13:23] Stella: To initiate a rebrand, it’s essential to present data, research, and analysis to leadership to highlight the potential benefits. A successful rebranding requires team engagement and leadership support.

Managing the Rebranding Process

[00:13:42] Andrew: How should a company organize the rebranding process? Is it better to handle it internally or hire external contractors?

[00:13:50] Stella: I strongly recommend contracting a brand consultancy. Rebranding is a strategic move involving the entire company, especially C-level executives.

[00:14:39] Stella: External consultants bring a fresh perspective. Internal teams often have biases because they are deeply immersed in daily operations. A consultancy can conduct research, align stakeholders, and develop a comprehensive strategy.

[00:15:16] Andrew: That makes sense. From my experience, it’s difficult to see things from a different angle when you’re working with the same visuals and messaging every day.

[00:15:36] Stella: Exactly. External experts provide unbiased insights. They also conduct stakeholder research to align internal perspectives. This alignment ensures the strategy reflects both the current state and future vision of the brand.

Steps in the Rebranding Process

[00:16:37] Andrew: Rebranding involves many steps and stakeholders. Could you walk us through the process?

[00:16:45] Stella: Rebranding is a deep and strategic project with key phases:

1. Research:
[00:16:50] Stella: This step involves customer research to identify the brand’s strengths and weaknesses, stakeholder research to understand the brand’s legacy and vision, and market research to explore competitors and cultural trends. Research generates critical insights for differentiating the brand.

[00:18:22] Stella: Research is the foundation of a brand strategy. Many companies skip this step, but it’s crucial for understanding customer perspectives and uncovering opportunities.

[00:18:30] Andrew: That’s true. Many companies rush into design and messaging without proper research.

[00:18:45] Stella: Absolutely. Research may seem costly, but tools like Opinio are making it more accessible and less expensive. Once research is complete, the next step is strategy.

2. Strategy:
[00:19:36] Stella: This phase involves defining the brand’s purpose, values, attributes, tagline, and value proposition. It lays the groundwork for everything that follows.

3. Visual and Verbal Identity:
[00:20:10] Stella: The brand’s expression is crafted here. Visual identity includes colors, typography, logos, and overall design, while verbal identity focuses on tone, messaging, and voice. Both need to align with the strategy to create a consistent personality.

[00:23:05] Stella: Clients often have personal preferences for colors or designs. Data from research helps guide these decisions and ensures differentiation from competitors.

4. Experience:
[00:26:24] Stella: The brand experience is about creating memorable moments that delight customers. For instance, a plumber could leave a maintenance guide or an emergency toolkit after completing a job. Thoughtful touches like these build lasting connections.

Managing Risks in Rebranding

[00:29:43] Andrew: Rebranding involves risks, like customers not recognizing or alienating the updated brand. How do you handle these risks and ensure customers receive the right message?

[00:30:01] Stella: The biggest challenge lies in internal alignment and synergy. The first step is C-level involvement in the strategy. It’s crucial for leadership to participate in the journey and align on the brand’s vision.

[00:30:22] Stella: I always bring key C-level executives together to discuss and align their perspectives. Often, they have different ideas about the brand’s direction. Aligning these viewpoints ensures a unified strategy.

[00:31:06] Stella: The second step is engaging all departments during the post-rebranding phase. Every point of contact—customer service, sales, marketing—must reflect the new strategy.

[00:32:05] Stella: For example, when a customer calls support, they perceive the person they’re speaking with as the brand itself. If the tone or messaging differs from what they’ve experienced elsewhere, it creates confusion. Consistency across touchpoints is essential to maintain credibility and trust.

[00:32:52] Stella: Without prioritizing internal alignment and engagement, there’s a high risk the rebranding project will fail despite all the effort and investment.

Measuring the Success of Rebranding

[00:33:10] Andrew: Measuring the success of rebranding can be tricky. What metrics should companies use to evaluate their efforts?

[00:33:12] Stella: There are various ways to measure branding efforts, depending on the level of investment and goals. Branding is different from performance marketing—it’s a long-term effort to build recognition and trust, not immediate ROI.

[00:34:07] Stella: Here are some measurement methods:

1. High-Investment Methods:

  • Brand Recall: Measures how well customers remember your brand within its category.
  • Brand Health Tracking: Evaluates awareness, perception, loyalty, and market position.
  • Brand Lift Studies: Assesses the immediate impact of specific campaigns on brand perception.

2. Cost-Effective Methods:

  • Digital Brand Awareness: Tracks impressions, reach, and organic growth.
  • Engagement Rates: Monitors clicks, shares, and interactions to gauge audience resonance.
  • Share of Market: Measures your brand’s market presence using tools like SEMrush or social listening.
  • Customer Surveys: Collects direct feedback on brand sentiment, loyalty, and opportunities for improvement.

[00:36:40] Stella: Each method provides valuable insights, and companies should tailor their measurement strategy based on their needs and budgets.

Final Advice for Rebranding

[00:37:05] Andrew: For someone considering rebranding, what one piece of advice would you give?

[00:37:16] Stella: My main advice is to get support from a brand consultancy. Rebranding is more than a visual update; it’s about redefining your business strategy and effectively communicating it to the market.

[00:37:26] Stella: Many companies make the mistake of hiring a designer for rebranding and neglecting the strategic side. Design is important, but it must be rooted in a strong, differentiating strategy to sustain long-term success.

Closing Remarks

[00:38:50] Andrew: Stella, thank you for such a structured conversation and for sharing so many insights on rebranding. I think this will help marketers navigate the process more confidently. How can our listeners connect with you?

[00:38:57] Stella: You can connect with me on LinkedIn. I’m very engaged there. I also have a website where I share more about my work.

[00:39:17] Andrew: Great! I’ll add your contact details to the show notes. For anyone needing help with rebranding, Stella is the go-to expert—don’t hesitate to reach out. Once again, thank you for taking the time to join us. Bye-bye!

[00:39:29] Stella: Thank you so much, Andrew. It was wonderful sharing my perspective on brand strategy. I hope to see you again. Bye-bye!

Episode timeline:

  • 00:00 Understanding Rebranding
  • 00:00 Types of Rebranding
  • 00:00 Case Studies: Successful Rebranding
  • 00:00 Timing and Process of Rebranding
  • 00:00 Steps in the Rebranding Process
  • 00:00 Challenges and Strategies in Rebranding
  • 00:00 Measuring Rebranding Success
  • 00:00 Final Thoughts
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