How to maximize your company rebrand for 2021

Many companies have shifted their focus and corporate strategy in the wake of COVID-19, and for some, these changes will usher in the inevitable need for a rebrand as we head towards 2021. While a rebrand is certainly a time to shine, it’s not always hard-hitting news. However, you can still leverage a rebrand as a part of your external communications efforts and see valuable results.

What’s “the why” behind the rebrand? If a refresh was driven by a shift in strategy, expansion into new verticals, or to encompass an acquisition or a merged entity, revealing a new visual identity is an opportunity to bring that to life. It’s a chance to address how the new brand better reflects how your organization is solving a particular industry pain point or growing beyond its original origins.

Offering new positioning and messaging can be a good hook to reintroduce your company to key journalists covering those sectors or trends. This might not result in immediate coverage but can lay the foundation for an ongoing relationship as a trusted source and eventually build towards earned media coverage.

A new visual identity or brand message can be a powerful way to add luster to a product launch or relaunch. It can crystalize how a new offering or update fits within your new narrative and addresses the industry’s current needs.