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Rebranding is a complete or partial replacement of the leading elements of the brand from the brand platform to the communication strategy.

Rebranding is carried out to update the brand, strengthen its position in the market, and increase the loyalty of the target audience.

Rebranding helps to:
  • stand out from your competitors
  • adapt to new audience preferences
  • change core values
  • change the target audience, expand or shift the focus
  • enter a new market
  • create added value for your product

Work stages

Step 1. Research.
Product analysis
Finding product features.
Description of the value proposition.
Formation of USP according to the method of John Carlton.
Conducting a three-level product analysis.
Market analysis
Studying niche trends.
Studying the influence of external factors.
Preparing interviews to determine the current and desired state of the company using the SCORE method.
Description of the industry life cycle model.
Organizing interviews to highlight the motives of buyer behavior.
Competitor analysis
Finding promising niches.
Studying the positioning of other players.
Formulation of patterns.
Distribution of competitors on the map according to brand values.
Deconstructing the image — making connections between sensations and the product.
Identifying advantages using the competitiveness polygon.
Audience analysis
Segmentation and profiling of audiences using empathy maps.
Identification of the cultural code.
Formation of a user journey with motives and barriers to making decisions in your favor.
Organization of psychographic analysis characterizing the consumer’s lifestyle.
Step 2. Brand identification.
Brand platform
Archetype: finding the basis of the brand’s character.
enefits: answering the question of how the brand is useful for customers.
Positioning: determining the position of the brand in the minds of customers.
Mission: answering the question why the brand exists.
Segmentation: preparing a sample for which the brand will exist and develop.
Verbal system
Naming: creating a brand name.
Tone of voice: setting the manner of communication between the brand and the consumer.
Editorial policy: formation of regulations defining the standards and capabilities of Tone of Voice.
Image messages: creating examples of advertising materials to show the use of ToV.
Visual system
Metaphor: translating a brand from an abstract set of parameters into a clear set of components.
Color graphics: conveying brand emotions through colors.
Photo style: showing how the brand sees the world around it.
Brand code: logo development, corporate elements and iconography.
Typography: creating a signature that reflects the character of the brand.
Brand book
Description of the character and emotional component of the company, reflecting all the features of design and communication with consumers.
Project team
Work result

clear market position
During the analysis phase, you gain an understanding of niche players' positions and customer needs, enabling you to choose the most advantageous positioning.
modern image
Thorough research reveals communication trends, providing you with a fresh perspective for the industry.
With a well-structured brand book, you can quickly scale and provide clear guidance in layout design.

Why should you order a rebranding?

We use a research approach, studying the hidden motives of the audience, and work out in detail each stage of creation and implementation.

Features of our approach are in-depth analysis and creative thinking. Thanks to them, we unite the brand and its audience into a single organism.

Project examples

When rebranding the corporate identity for the brand of paints and varnishes Komandor, we chose the key goal of the project to endow the value of traditions with a modern look through redesign.
view project
Participating in the tender from the shopping mall "Gallery" in St. Petersburg, we shifted the vector of the brand's vision from the trade component towards art. We also developed design options for outdoor advertising, social networks, printing, souvenirs, and 3D visualization.
view project
In order to rebrand Metoplax, a manufacturer of liquid metal decorative coatings, it was necessary to maintain the company's businesslike and open approach to doing business and place an emphasis on the decorative component of the brand.
view project

How much does it cost?

The cost is determined individually based on a preliminary online/offline briefing with you.

The final cost is determined by the timing, scope, and complexity and starts at 20,000 US dollars.

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