Branding 101: How to Manage and Implement Your Rebranding Strategy

That nagging feeling you’ve been pushing down for months and months? Push has come to shove and it’s time for a rebranding. While rebranding your image, name, or company logo that you put a lot of time and effort into perfecting may sound like your worst business nightmare, it doesn’t have to be!


Rebranding is an opportunity to clarify your niche, promote your growth as a company, and to get a leg up on the competition. With our recent transition from Anna-Vija, Marketing Strategy to Piccolo Marketing, we know first hand the time, effort, and thoughtful considerations that are part of your rebranding journey.


Let’s get started with a few questions we considered along the way that you may find helpful…


Plan your attack. You can’t possibly get where you’re going (the most effectively) without a plan. Answer these questions before you do anything more – 

  • What are your goals?
  • Why are you rebranding?
  • What are you hoping a rebrand will do for your company?
  • What is your budget?

Tell your story. You’ve seen it a lot lately – with videos, pictures, or good narratives, storytelling is a great marketing strategy and a growing trend. Consumers are looking for a relationship or experience, not simply a product, and storytelling helps to deliver that message. When we began to discuss the direction of our rebranding, our story became clear. A small business built for small business. 

  • What’s your story?
  • What connection or benefit does that provide your clientele?

Make your brand relevant. Let’s face it – you are not the only ____ company out there. So, that begs the question, why should someone choose to engage with your company versus the one next door? Rebranding can be an opportunity to reassert your relevance. Consider and highlight:

  • What does your company offer that is unique?
  • How does your personal story translate to the needs and motivations of your consumers?

Broaden your horizons. Don’t just rebrand to rebrand! Rebranding is often a byproduct of growth. As your business has grown and developed, it might not look exactly like your original plans when you set off as an entrepreneur. In your quest to tell your story and define your relevance, consider how your consumer or partner pool may have changed. Make sure to include them in your decision making. After all, they are the ones your rebranding is aimed at appealing to!
Wow! Still not sure where to start? Give us a call at Piccolo Marketing at 615-348-7768 and we can help to guide you through the rebranding process.

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