Can rebranding save a company's reputation?

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In this article, Topface Media experts examine how working with a company’s image can prevent a reputational crisis or mitigate its consequences, examine successful rebranding practices, and provide criteria for assessing its effectiveness.
Definition of the concepts of "image" and "rebranding" of a company
Let's start by defining two concepts from the field of branding that will be discussed in the article.
Image
A company's image is an idea of ​​it that exists in the minds of consumers, their perception of the brand, which is formed even before a person purchases a product or even recognizes a need. The image is created during any passive interaction of the audience with the semantic and formal elements of the brand.

On the topic: What is a brand image: a complete guide

Brand image is sometimes identified with brand identity, which is not true.
Differences between brand image and brand identity
Brand image    Brand Identity
Exists outside    Developed internally
How the audience perceives the brand, what they think about it    What the brand itself sees itself as, what it wants to be
Passive in essence    Active in essence
Determined by consumer reflection, it is the social media marketing service sum of ideas about the brand that change over time    Focused on development and changes that bring the company closer to the desired image
Rebranding
Rebranding is a complex process of changing the image of an already established brand. It can involve brand elements of different levels: from identity (name, logo, etc.) to values, the semantic basis of the product and business model.

Rebranding can be proactive and reactive.

The first option is cases when a business sees opportunities for growth and renewal, is ready to enter other industries or reach new audiences. In this situation, changing the brand image is not a forced measure, but a thoughtful, logical step that fits into the development strategy. For example, a company can create a brighter identity: change the logo and name so that they emphasize updated values ​​and standards.

Reactive rebranding is used by companies under the influence of external factors to give a business a new start when the existing brand ceases to exist or requires changes. The reasons for such rebranding can be a serious reputational crisis and an established negative image, mergers and acquisitions, increasing competition in the market.
The Impact of Image on a Company's Reputation
First, let's define the difference between brand image and company reputation. The former is made up of people's impressions of the brand, including those who have simply heard of it but have not used its products or interacted with it at all. A company's reputation is the result of its assessment by those who have had real experience interacting with it - customers, partners, or employees.
How a brand image is formed
The first element of a strong brand image is a memorable and recognizable visual: a logo, corporate colors, and fonts. Consistency in brand design solutions at all points of contact with the user, from the color scheme of the application to the design of the packaging, cements a stable image of the company in the minds of consumers.

The second is clear positioning and a unique selling proposition that clearly communicates to the audience the advantages of the brand over competitors and allows consumers to be sure of their choice.



Brand authenticity that resonates with the audience is another component of the image. Consumers prefer brands whose values ​​​​match their own life principles and expectations. Honest and sincere messages, consistency and loyalty to promises, naturally, resonate more with people.

Another factor influencing the brand image is the tone of the associations surrounding it. Brands create a positive semantic field, for example, by providing a unique customer experience and participating in social initiatives. This increases the audience's trust in the brand.