For 54% of consumers, a brand’s set of identity elements, such as message, values, and visual identity, is decisive at the time of purchase, as indicated by a study conducted by the platform Guia dos Melhores.
Rebranding is a valuable tool, but it must be carried out with care and anchored in a strategic plan.
But why and when should a brand reposition itself? The process happens because, as they grow, brands and companies go through different moments of reflection regarding the guidelines that shape their identity. From these reflections, rebranding actions often emerge—a movement that requires a good dose of self-awareness and an open mindset for significant operational, ideological, and visual changes.
According to studies in consumer neuroscience, well-established brands activate areas of the brain related to emotional memory and a sense of belonging.
When it comes to a new name, the change must be made with a strategic focus to sustain the transition, sometimes taking years for consumers to understand the change and the new brand to become established.
