Brands that do not connect with their audiences will inevitably disappear, in the medium or long term. Successful brands, however, are those which are able to create a powerful and compelling story that forges a lasting bond with people.
When changing the identity of a brand involves much more than merely changing the logo. Rebranding is a unique opportunity for the brand to open up and reach out to new audiences while also reconnecting with their existing audience.
Thus, big brands create a sense of belonging and identification with their audience which transcends their portfolio of products, nourished by something much more profound and universal: values. Our values represent what is important to us. When a brand and an individual share values a merely commercial relationship can be transformed into a moral, activist or philosophical bond.
Values guide the strategic process of branding.
Successful brands are those which are able to create a powerful and compelling story that forges a lasting bond with people.
The value of strategic rebranding
A strategic rebranding process offers the opportunity to generate benefits not only in terms of communication but also for the commercial and corporate objectives of the company. The benefits of strategic rebranding are:
1- Modernize and update the image of the brand
Everything is in motion and at a greater speed every day. Repositioning, evolving or revolutionizing a brand is the most profound and ambitious way to rejuvenate the brand image, making it more relevant and engaging or simply more contemporary.
2- Communicate your purpose
This is not only a way to connect emotionally with your audience; it is also a demand: people want brands with a purpose. By proposing a vision of the world and making it a reality throughout the entire brand experience, engages people in a social and activist role that transcends commercial objectives.
3- Be a reference for creativity
The creation of a brand image is increasingly akin to an artistic process. When the brand is attractive, creative and relevant to the lives of individuals it becomes something more than a consumer choice: it becomes a part of their culture.
4- Facilitate the extension of the portfolio
Strategic rebranding provides a framework for innovation and the creation of new products and services, facilitating a coherent and consistence brand experience.
5- Preparing for the future
Many brands renew themselves to adapt to changes in the market. However, anticipating new trends is the key to taking the lead, positioning the company at the forefront of the sector or industry.
6- Differentiate yourself
In an increasingly complex and competitive environment, with new companies promising innovation and disruption, it is essential to clearly differentiate your brand. A memorable brand is a brand with personality.
7- Attract talent and promote a strong company culture
Creating a new brand image with a strategic vision is beneficial not only externally but internally as well. Rebranding motivates personnel, gives fresh meaning and purpose to work and helps attract new talent.
Rebranding is a unique opportunity for the brand to open up and reach out to new audiences while also reconnecting with their existing audience
Computrabajo: a success story in Latin America
This was the result of the strategic rebranding process undertaken with Computrabajo, the leading job search portal in Latin America. After 20 years for growth, and in an increasingly competitive market, Computrabajo aimed to reconnect with its audience and attract new segments. The company had three key goals:
1-Connect with younger audiences.
2-Engage with higher professional profiles.
3-Reach out to employers (B2B).
The starting point was to identify the values of the brand. We relied on information provided by the client and market studies to understand the values transmitted by other brands in the sector and the values of the target audience. Thus, we understood that people are seeking not only a better job; they are seeking a better life. This was the value that Computrabajo could offer: to accompany people and companies in creating a better future.
A strategic rebranding process offers the opportunity to generate benefits not only in terms of communication but also for the commercial and corporate objectives of the company
This idea became the core value of the brand: “inspiring futures”. This was the key to transforming the brand discourse from exclusively focusing on job search to positioning Computrabajo as the platform that accompanies people and companies at every step of their professional career. It also served as the basis for the renovation of the brand, creating a more modern identify with the mark of a leader. Simply put, the strategy was to modernize the brand identify based on core values, reaching out to a new and wider audience: younger people with higher professional profiles and B2B.
However, reaching new audiences requires more than a mere change in the logo. The brand is a fundamental part of this transition but it is not the only one. The rebranding initiative involves a combination of different factors, a concerted effort that includes:
1-Changes in the product:
Improvements in products or services or the launch of new products.
2-New strategies in communications
Advertising and marketing campaigns, improvements in the content strategies on social media,…
3-Improvements on the operational level
Such as expansion into new markets, improvements in the user experience or client journey.
For Computrabajo it was important not only to redesign and modernize the image of the brand, but also to undertake other actions to reposition the company:
–The portfolio was expanded to include new products and services (principally for the B2B segment).
–The website and the app were relaunched to improve the user experience.
–In parallel, a new marketing and communications campaign was launched to help transmit the new values and narrative of the brand.
A change in the brand is a fundamental part of this transition but it is not the only one. The rebranding initiative involves a combination of different factors, a concerted effort.
The connection between the brand and people
All these actions are aligned with the new goals of the brand: “We envision a future where all people and companies have access, expanding the possibilities for a better professional future and for a better life.”
Thus, updating and modernizing the image of Computrabajo was a key aspect of a much broader strategic process to create a brand able to connect with new audiences, positioning the company to encompass all professional profiles and in this way reaffirm its leadership position in Latin America.
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