Orlando Branding Agency

A brand is the emotional response a business evokes in a customer. Emotional connection motivates the buyer & concretes user loyalty. Users are more likely to engage with your business if they establish an emotional connection with your brand.

A company’s brand promise includes:

• Company’s message
• Company’s core values
• Company’s mission

The brand promise tells the customer what to expect when interacting with the brand.

Rebranding is the process of revising a company’s logo, name, or other marketing materials. It is an important aspect of brand marketing for any company with longevity. Logos, slogans, values, and norms for communicating with customers go through a natural cycle and must be revisited and revised periodically. You might be surprised to see the evolution of the Apple logo and other famous logos.

Companies rebrand to remain relevant in the face of ever-changing aesthetics and modes of communicating. Many business owners fear that if they change a company logo, their brand will no longer be recognizable to customers. On the contrary, rebranding is an important opportunity to engage one’s customer base. Do you remember what the first Apple logo looked like? Imagine if Apple had never rebranded, and still used their 1976 logo today. Would it have the same success and instant recognition as the current logo?

Additional reasons for rebranding are to distinguish an organization from its competitors, to manage negative response, and to scale up to an international market.