Understanding the Distinctions Between Repositioning and Rebranding

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This story on the distinctions between repositioning and rebranding originally appeared in Forbes.

Rebranding is more than just a facelift; it’s a profound transformation that can redefine your company’s trajectory. As a leader in your business, you are not merely introducing a new logo or tagline. You are crafting a new brand promise, a new identity and a forward-facing vision that will drive growth and innovation. But as you stand at the precipice of this change, ask yourself: What are you leaving behind?

Too often, the rebranding process focuses solely on what’s new—new colors, new messaging, new customer experiences. But the true power of rebranding lies not just in what you add, but in what you choose to leave behind. As you build a new brand, you have a unique opportunity to shed the old, the outdated and the irrelevant. This isn’t just a chance to refresh your company’s image; it’s an opportunity to make bold decisions that can propel your business forward.

The Hidden Value In Letting Go

Executives often worry about abandoning valuable brand equities or cherished company traditions. They fear that losing these elements may alienate long-time customers or disrupt internal culture. While these concerns are valid, they can cloud the real opportunity that rebranding presents: the chance to let go of what no longer serves your company’s future.

When my firm works with clients on a rebrand, one of the most important questions we ask is, "What should we leave behind?" This question often catches executives off guard. It's not something they typically consider, yet it's one of the most powerful tools in the rebranding process. Rebranding allows you to retire outdated products, practices, cultural rituals and even discouraging language that may have once been assets but have since become liabilities.

This isn’t about throwing away your history or disregarding what brought you success in the past. Instead, it’s about recognizing that some aspects of your brand may be holding you back or don’t logically fit in your new future view.

Rarely in the course of business do you have such a clear opportunity to reassess and eliminate corporate elements that no longer align with your strategic goals.

Aligning With Your New Brand Promise

Rebranding is about creating a forward-facing identity that can seize future opportunities. Anything that doesn’t align with your new mission should be left behind. It’s not just about replacing outdated logos or visual identities; it’s about making strategic decisions that will drive your brand forward.

Here are some areas where you can consider making cuts during your rebranding process:

Outdated Products And Services

If a product or service isn’t profitable or doesn’t fit with your new brand purpose, it’s time to let it go. These offerings may have served you well in the past, but if they no longer align with your brand’s promise, they can become a drain on resources. This includes customer service experience touchpoints that don’t support the new brand journey map. Instead of continuing to invest in these outdated elements, consider transforming, replacing, selling or phasing them out. This can free up resources and energy that can be better spent on initiatives that will drive growth and support your new brand.

Cultural Attributes

One of the most underestimated opportunities in rebranding is the chance to reshape your company culture. Over time, organizations can accumulate cultural norms, rituals and practices that may no longer serve their purpose. These could be anything from outdated performance review processes to company traditions that no longer resonate with your employees.

Rebranding offers a moment to retire these activities and replace them with on-brand practices that better align with your new brand vision. Encourage your team to let go of the old and embrace the new, but also provide them with the tools and guidance to adopt behaviors and language that support your refreshed brand identity. We've had clients leverage rebranding to create a new vocabulary for the company that eliminated previously used sayings and excuses for poor performance.

Inefficiencies

During the rebranding process, you’ll need to conduct a brand asset audit. This exercise is crucial for identifying every piece of sales material, HR documentation and communication that needs to be updated with the new look and feel of your brand. However, this audit also presents an opportunity to streamline.

Rather than simply replacing old items with new ones, take this time to eliminate rarely used pieces or combine elements where possible. This can lead to cost efficiencies and a more cohesive brand presence. It’s not just about updating; it’s about optimizing.

Company Touchpoints

Traditions like the annual summer picnic or holiday party may be engrained in your company’s culture, but rebranding offers a chance to reevaluate these events. Do they still engage your employees? Do they reflect the spirit of your new brand?

Consider replacing outdated events with fresher, more relevant experiences that resonate with your current workforce. Invite employees to participate in the decision-making process to ensure that your new events not only align with your brand but also foster a sense of ownership and excitement among your team.

A Strategic Purge For A Stronger Future

As you embark on your rebranding journey, remember that this is your moment to make bold decisions. Don’t just refresh—transform. Let go of the past, equip the company with new on-brand behaviors and embrace the future with a brand that is not only new but also unencumbered by the weight of what once was.