Rebranding Your Brand? Here's What You Should Research!

When rebranding, you give your brand a new look. This can range from subtle adjustments in the house style to a complete overhaul of the logo, design elements, and slogan.

No matter the scale of your rebranding, it is always an exciting process. It carries inherent risks. Will customers still easly recognise your brand? Will they still find your brand attractive? Does the rebranding bring you closer to your core values, or further away?

Thorough research can answer these answers. In this blog, we outline the three most important research questions every brand should ask before, during, and after the rebranding process.

 1. Before Rebranding: Know Your Brand Assets

Brand assets are the audiovisual elements that make your brand recognisable. Think of:

• Colour (combinations)
• Shapes
• Jingles
• Voice-over
• Music
• Slogan
• Celebrities
• Characters

In a rebranding, one or more of these assets are revamped. At the same time, brand assets are the driving force behind your brand's recognisability, and thus brand growth. In a rebranding, you don't want to alter the assets that contribute to your brand recognition. On the contrary, you want to address the assets that are not yet unique and distinctive enough.

Test Your Brand Assets

With a Brand Asset Test, you measure each asset's performance on uniqueness and distinctiveness, ensuring your brand remains top-of-mind for customers. This way, you learn concretely which assets you shouldn't alter too much, which assets you can make even more unique or use more broadly, and which assets you can freely adjust to strengthen the brand's presence.

Unravel Research offers Brand Asset Testing worldwide according to the validated protocol of Byron Sharp, as described in ‘How Brands Grow’ and Jenni Romaniuk’s follow-up publication ‘Building Distinctive Brand Assets’.

Trouwens, laatst gaven we een - gratis - lunchwebinar precies hierover. Onze neuro experts laten praktische ins en outs zien waarmee jij kunt zorgen voor overgetelijke brand assets.

Aangezien je dit blog leest, dachten we dat je deze webinar helemaal mooi zal vinden! Terugkijken kan heel simpel via deze link. Ik ben benieuwd wat je ervan vond!

2. During: Test Whether Your New Design Concepts Fit Your Brand

Some brands, after their rebranding, feel unrecognisable: they are no longer quite themselves. You want to avoid that, and fortunately, neuromarketing research can help.

It is essential that a brand still projects the same image after its rebranding. Ideally, the rebranding should serve this image to anchor it even more strongly in the customer's mind.

In practice, we see this go wrong all too often. A luxury brand that unintentionally uses colours associated with lower quality can suffer significant damage. It sounds silly, but it was indeed Apple that dented their carefully cultivated image with their plastic candy-coloured iPhone C line.

America's favourite fruit juice brand Tropicana plummeted by 20% after a redesign. Within 6 weeks, the old familiar packaging was back on the shelves.

How Can You Test Whether a Design Aligns with a Brand?

Every brand is an association network in the customer's brain. Many of the associations are emotional and subtle, making them hard to put into words. Neuromarketing research based on the Implicit Association Test (IAT) makes it possible to measure these associations for the first time. This gives you quantitative insight into your brand's image.

In rebranding research, we use the IAT methodology to measure to what extent the renewed design contributes to the brand image, leaves it unaffected, or even detracts from it. Curious about how we measure that? Check out our page on neuromarketing brand image research.

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Gratis Webinar: "Hoe Meet je je Werkelijke Merkimago? 🧠"

Iedereen die ook maar iets met branding doet voelt dat Merkimago een essentieel stukje DNA is van elk succesvol merk. Maar wat is merkimago nu eigenlijk precies voor ons brein? Hoe vindt imago precies haar uitwerking op koopgedrag? En hoe kun je zoiets onbewusts als merkimago eigenlijk meten?

Tijdens dit webinar leer je:

👉 Neuromarketing & Merkimago: Wat is merkimago in het brein?
👉 Hoe merkimago de shopper beïnvloedt
👉 Hoe meet je daadwerkelijk merkimago?

De 60 minuten durende webinar is nu terug te kijken!

Bekijk de webinar via deze link. <

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After Rebranding: Keep Monitoring

You'd hope that what works for your brand today will continue to do so in the future. However, a brand does not exist in a vacuum. Markets change. Competitors do not stand still. And customer preferences are subject to continuous trend developments.

For this reason, strong brands continuously keep a finger on the pulse regarding their brand's health. This way, they can act before problems arise. Do not limit yourself to basic brand metrics like awareness and consideration. These are more the result than the cause of a weakening of your brand. It is particularly essential to measure the metrics directly related to brand growth:

• Brand assets. To what extent are the individual brand assets unique and distinctive enough to put the brand at the forefront in purchasing situations?
• Brand image. How does the brand and its competitors score on the key brand associations?

Aankomende webinar 👇

"Geur in Gedragsverandering & Marketing"

Slechts 300 plekken beschikbaar, Wednesday 7 May, 12:00 uur

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Neem contact op met Tim () om eens te bespreken hoe we dit voor jou kunnen inzetten! (Uiteraard vrijblijvend).