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 identity
Brand core
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 guideline
Description of the character and emotional component of the company, reflecting all the features of design and communication with consumers.
Project team
ceo
Alexander Rusin
Knows what makes a team effective and focused on results.
head of strategy
Valeria Tyapina
Creates a unified picture of brand development from different data.
creative director
Alexey Molchanov
Makes brands not only beautiful, but also fills them with meanings.
project manager
Elena Chernikova
Appreciates projects built on complete mutual trust.
strategist
Yana Bilyuga
Lives by insights, which helps you feel each project better.
brand designer
Julia Sukhareva
Thinks in terms of structures and questions, which creates a special order in the projects.
graphic designer
Ilya Obukhov
Creates a mood in projects, and is most immersed in SMM design.
copywriter
Maria Tashchyan
Helps brands speak the language of their audience.
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.
guidance
With a well-structured brand guideline, 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 visual 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.
While rebranding the real estate agency EVO, we retained its current positioning and signature blue color. However, we communicated the company's core value — the importance of synergy between the client and the realtor for a successful deal — through graphic solutions and 3D imagery.
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.
The cost is determined individually based on a preliminary online/offline briefing with you.
The final cost is defined by the timing, scope, and complexity.
FAQ
How long does a rebranding process take?
Rebranding involves several in-depth stages, and the timeline is determined individually with each client. On average, the process takes at least two months.
Is it necessary to maintain brand continuity?
It depends on the goals and reasons behind the rebranding. If the aim is to retain loyal customers and remain recognizable, preserving continuity is recommended. However, if the objective is to break away from negative associations, continuity may not be appropriate.
How do you determine if rebranding is necessary?
There are many reasons to consider rebranding, regardless of a company’s experience. We conduct research on the product, market, competitors, and target audience to identify current trends and assess the relevance of the existing brand.
Can I update only the design while keeping the brand’s core idea?
Rebranding typically involves changes to both the visual identity and the brand core — the ideological foundation of the brand. If you only need to update certain visual elements, we recommend a redesign or brand refresh instead.
Customer reviews
AdVita
Yulia Paskevich
Head of PR
Our relationship with the ICU team goes beyond partnership—we’ve been more like friends for the past five years. What matters most to us is that the agency shares AdVita Foundation’s values, and they truly listen to and understand our needs. That’s why our joint projects turn out bold, vibrant, and emotionally resonant, helping us connect with our current audience and attract new supporters.
Alfa Leasing
Evgeniya Bespalaya
Marketing Department
We’ve never had this kind of experience with agencies before. As for the result—we were impressed by how accurately the neural network handled a creative task. We really liked the outcome. Based on what we received, we can confidently say this kind of solution will become part of our brand communication.
Syrobogatov
Anna Zakharova
Lead Communications Manager
Working with ICU was a true collaboration—one we’re happy to recommend. The agency team developed a communication strategy for us, diving deep into our brand, our messaging style, and our goals in the market. The entire process was built on trust, respect, and a genuine immersion into our product. Thank you, ICU!
Aloha Browser
Bruce Kurtz
Chief Marketing Officer
Partnering with ICU Agency was a game changer for Aloha Browser. ICU's adept understanding of our brand ethos and market needs translated into a standout advertising campaign, and frankly, they stood out from the other agencies in RFP stage. They blended humor and seriousness effectively, conveying our message on online privacy. Highly recommended for their efficiency and creativity.
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a rebranding
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