In the simplest of terms, the main goal of rebranding is to change the way that a given brand (service, product, company, institution, etc.) is perceived by its clients.
The most basic level of rebranding would entail e.g. changing the logo or the name of a product or a company. It is, however, a very simplistic approach to this process, seeing as a brand should be “refreshed” only in accordance with the general marketing strategy and only as a result of actual needs. Proper grounds would include e.g. the need to underline actual changes taking place within the brand, transferring some of the brand’s attributes from one area to another, or a need to make changes resulting from market conditions. In this sense, rebranding can be seen as a mandatory task whenever the brand is going through a merger with another entity, the brand’s reputation is tarnished, or there is a change in the market trends.
Generally speaking, it is a complicated process, because the entirety of the brand’s marketing strategy also needs to change alongside it — not only the intensity of the campaign, but also the process of client or media communication, as well as visual identification. At the same time, this process needs to be fluid and not seem chaotic — so that one can avoid a situation in which there are two separate brands in the market simultaneously. An additional difficulty stems from the fact that the clients usually dislike such changes and are sometimes difficult to convince of their benefits.
This is why a rebranding campaign should always be conducted by professionals, in terms of both marketing and graphical design. Only then can you be absolutely certain that the campaign will be successful and the clients will not leave you for your competitors.