The world changes faster and faster—and if you don’t want to be left out of the market, you need to change too. Following trends and rethinking brand positioning is part of the routine of companies that have been operating for some time. However, in some cases this need can go unnoticed. In today’s article, you’ll learn everything you need to know about brand repositioning and see how uniform rebranding is essential to consolidate your brand strategy.

What is rebranding

Branding—a term borrowed from English—refers to the process of managing and building a brand’s image and value. Therefore, as the name suggests, rebranding is about creating a new version of a company’s branding—that is, its set of values, actions, and positioning.

But why is this so important? Investing in branding helps define your company’s purpose and what differentiates it from others, making it recognizable and memorable to the public.

That’s why rebranding is used when the goal is to renew a brand. This process is based on strategic analysis and uses marketing tools to promote changes in image, presentation, and communication with the public—either to modernize or to add sophistication.

The objective is to make the brand more current and as close as possible to its consumers, giving new meaning to some company values and highlighting actions that align with best market practices and society’s current values.

Why invest in rebranding

Modifying the elements that make up a brand’s presentation is a valuable strategy both to revitalize the company’s image and to create new business opportunities. It’s a chance to grab attention and reposition your company in an increasingly competitive market.

There are many reasons to decide to refresh a brand. Among the main ones are:

1. Keeping up with market trends: technologies evolve and consumer needs change. If you don’t update how you reach and connect with your audience, you may lose them;
2. Dealing with competition: competition exists in every industry and can become a threat. If you don’t update, you may lose market space to competitors;
3. Improving the company’s image: if your reputation has been affected, you can invest in actions that change public perception. Beyond changing a logo, your actions must clearly show your values and conduct;
4. Meeting customer demands: often, customers themselves demand innovation. With so many options on the market, consumers seek new solutions, products, or services to meet their needs;
5. Changing commercial strategy: if your products are changing or you’re trying to reach a new audience, you must adapt your image and language accordingly. Rebranding brings together efforts across teams to create an accurate brand strategy.

When well executed, reformulating a brand can be the key piece for attracting new attention and earning a place of prominence. On Neil Patel’s blog, a marketing reference, you can see examples of companies that invested in this strategy and modernized their brands.

Using uniforms as a brand strategy

Although many people associate rebranding only with visuals and the company logo, it involves much more than that. Possibilities include:

• Changing the company name;
• Modernizing the logo;
• Updating visual identity;
• Changing institutional colors;
• Creating a new language with the public;
• Modernizing professional uniforms.

A logo is a visual representation intended to identify a brand. In the creative process of developing a logo, it’s essential for the company to embed its values and purpose into that identity. It’s also a way to position the brand in the market—and over time, it’s natural for it to require changes.

When you change your logo or even your company colors, you need to rethink your team’s uniforms so they match the new brand image.

More than that, uniforms are a determining factor in brand building and impact employees, suppliers, and customers. When we enter a store, we immediately identify who works there. Uniforms help standardize the team and allow quick identification of employees.

And because branding involves gaining space in the market and being recognized by basic characteristics, the uniform—displaying the logo and company name—is one of the strongest items for evoking brand image and related feelings.

That’s why, as part of rebranding, investing in uniforms that carry the new brand identity is much more than simply dressing employees. It’s creating clothing for your brand and showing your positioning to the public.

How to choose the ideal uniform

We know choosing a uniform is an important decision with a major impact on daily operations and the company’s image. With that in mind, Ideal Work offers a service for creating customized uniforms. We work with our clients to understand their needs, learn their work, and study the real situations in which each garment will be used.

The creative process always considers colors, fabrics, and style to reinforce brand identity and company characteristics. Through a personalized service, we create different budget options and help build an ideal uniform model that fits each area or department.

Click here to get in touch and learn how Ideal Work can help develop the best uniform for your company’s needs. Also, if you’re interested in this topic and want to learn more about choosing the ideal uniform for your company, we prepared an eBook with must-read content.