Redefining Brands

Redefining Brands

Re-branding is a delicate matter, and can easily turn into a calamity if not handled with care and awareness. It can either provide a new form to years of hard work or break it altogether. Here, Lokesh Karekar enunciates the niceties and very essentials of what it takes to provide a brand a renewed form and voice without losing its audience.

The biggest challenge when trying to reestablish a well-known brand is to give it a unique look and fresh feel without losing its essence or core idea. Managing to introduce that newness, which not only sustains but also enhances its foundational qualities without compromising on the brand’s integrity, would prove to be a valuable effort and achievement.

According to me, identifying the exact reason behind re-branding can be the way to not only avoiding hurdles but also solving many problems that may come in the way or hinder the process of re-branding itself. Understanding the aspects such as what the brand previously conveyed, and why it wishes to bring about a change in its representation is essential to understand the roots or base. This can, in turn, provide the designer with the muchneeded understanding and insight to guide the designing process and provide shape to the new avatar and its features.

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