Rebranding: what changes and what stays.
Rebranding is reviewing a brand that already exists, from adjusting the identity to changing the positioning or the name. Research says what to keep; strategy decides what to evolve.
What rebranding is and when it makes sense
It makes sense when the brand has stopped representing what the company is or wants to be, or when public perception no longer matches the reality of the business.
The work starts by separating what transcends decades from what has simply aged.
- Revitalisation
- Protecting current capabilities and updating what has lost distinction and relevance in the market.
- Repositioning
- Changing the brand's value proposition, anticipating market changes and preparing the next steps.
- Change of name
- When the name limits the ambition of the business or ties the brand to an earlier phase.
Where is your brand right now?
- 01Our brand has history and works, but it has aged and lost its distinction.
- 02We need to change our value proposition before the market forces us to.
- 03We're going through a merger, a family succession or a funding round, and the brand needs to reflect it.
- 04We're moving into new markets and audiences, and the brand needs to come with us.
- 05The brand performs below what it could, and we want to imagine new paths for it.
How a rebranding runs
- 01 Listening to those who already buy
- Customers, team and management are heard before deciding what changes.
- 02 Diagnosis
- What creates recognition and trust, and has to stay.
- 03 Strategy
- What needs to evolve: positioning, platform and, when needed, name.
- 04 Language
- Verbal and visual are born together, from the brand platform.
- 05 Launch and handover
- Brandbook, team training, sign-off of the first applications and follow-up in the first months.
What your company gets
- Quantitative and qualitative research
- Brand diagnosis
- Repositioning
- Brand platform
- Naming, when needed
- Verbal identity
- Visual identity
- Brandbook
- Handover training
- Sign-off of the first applications
Brands renewed with their history preserved.
“Our partnership with BRBAUEN goes back a long way. We worked hand in hand and arrived at a material with real depth and personality.”
Managing Partner, Séren Incorporadora
“Working with BRBAUEN was a surprising experience — for the creativity, the ease of the relationship and the ability to propose innovations that truly make sense for the business and add value.”
Managing Partner, Telgo Telecom
“This moved me. I tell my children that when I grow old I will become a painter. They said I would need to learn how to paint, but my dream is to paint with food, expressively, the way you created the Cucina Mia brand.”
Chef and TV host, Grupo Globo / GNT
“We were impressed with BRBAUEN's portfolio and their focus on results. Location didn't matter; project management did. They excelled at communication, process and understanding our goals. Their responsiveness, attention to detail and talent made them one of the best decisions we have made.”
Marketing Director, Allnorth
“I am extremely satisfied with the investments we have made with BR/BAUEN. Ten years after they created the brand, we came back to evolve our positioning with them, for their professionalism and their ability to understand the company's goals and turn it all into a solid strategy, simply and objectively. I always recommend them; they will be with us for our whole journey.”
CEO and Founder, IBBRA
“Since the brand launched in June 2023 we have seen an average 30% increase in sales, a number that speaks for itself. The new brand not only captured the essence of what we wanted to convey, it also resonated deeply with our customers.”
Head of Marketing & CRM, Grupo Saga
“We thank the BR/BAUEN team for the work, dedication and brilliance. You met and exceeded our expectations, and we look forward to future projects together. Thank you for making our brand stronger and more relevant in the market.”
Founder, Além do Olhar
“After an excellent experience with Rodrigo and the BR/BAUEN team at a previous company, I couldn't think of any other team I wanted to collaborate with to build out the NewCastle brand. Their work illustrated that NewCastle Gold was a serious market contender for investors and companies looking to acquire or merge with a junior asset.”
Director, Communities & Social Performance, Rio Tinto · formerly Director of IR & Corporate Communications, NewCastle Gold
How do you reposition a brand without losing current customers?
By listening to the people who already buy before deciding what changes. Research says what to preserve, strategy decides what to evolve, and the launch communication explains why to existing customers before it explains it to the market.
How do you evolve a traditional institution's identity without erasing its history?
By separating what transcends decades from what has simply aged. Institutions that value their history carry in their DNA what does not change; that is what needs to be preserved and valued while the expression evolves. That was the work with FAAP: historical identity research before any redesign.
Branding consultancy or advertising agency: who should lead a rebranding?
They're different capabilities, and they don't compete. The branding consultancy builds the strategy the brand stands on, from in-depth research and diagnosis. The agency activates that brand in campaigns and media. A well-run rebrand starts with the consultancy and is activated by the agency.
How do you bring the new positioning to every team?
With four deliveries, in order: the brandbook, which documents the verbal and visual decisions with the reasoning behind each; the handover training, where the team learns to apply the brand without us; the sign-off of the first applications, before they go out; and the follow-up in the first months, to adjust what practice reveals.
How much does a rebranding project cost?
The investment depends on the programme, of 3, 6 or 9 months, the size of the company and the depth of the research. The programme and the investment are defined from the first conversation, when we understand where the brand stands and the goal of the project.
How long does a branding project take?
BR/BAUEN programmes run for 3, 6 or 9 months. What changes between them is the depth of the research and the reach of the delivery, from the brand platform to full implementation, with brandbook, design system and team training.
How do we start a project with BR/BAUEN?
Request a meeting through the form on this page or via WhatsApp. In the first conversation we understand where the brand stands and suggest the most suitable programme. We reply within two business days.