How to rebrand with confidence—understanding the rebrand spectrum

60-second insight
If you’re a CMO, CEO, or brand leader asking “Is it time to rebrand?”, then you likely know that rebranding isn’t one-size-fits-all. Some brands need a light refresh; others need a full transformation. In this short, Parliament primes an article that explores the rebrand spectrum—what it means, when to evolve, and how to move forward with clarity and confidence.

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Outline

00:00

Introduction to rebranding challenges

Chris from Parliament explains that rebranding is not a one-size-fits-all solution. Brands can lose their shine when they misalign with their identity or when faster-moving competitors move in. Recognizing the need for change is important, and deciding whether the update requires a simple refresh, a more extensive reframe, or a complete reset involves careful consideration.

00:28

Three levels of rebranding explained

Chris introduces an article that explains three types of rebranding: refresh, reframe, and reset, as defined by Parliament. The article will cover key considerations for choosing the appropriate level of rebranding and include real-life client examples.

00:52

Importance of understanding rebranding

Chris acknowledges that rebranding can feel confusing and intimidating, but emphasizes the importance of understanding it. He recommends reading an article that offers a concise five-minute guide to help get started on the right path.

Transcript

Hey friends, it’s Chris at Parliament. Rebranding is not one-size-fits-all.

So, your brand has lost a little bit of its shine. It happens. Maybe you’ve noticed the misalignment between your identity and your current or future business. Or perhaps your competitors are just progressing faster than you are.

Whatever the reason, you know it’s time for a change. How deep do the changes need to be? Is it a basic refresh, a more extensive reframe, or a complete reset?

These are all great questions, and you have to answer them well. So, I’ve written an article that walks through all this stuff.

In the article, I’ll break down three types or levels of rebranding, at least as Parliament thinks about them. We call them refresh, reframe, and reset.

I’ll also walk through several considerations you and your team should consider as you decide which of these levels is most appropriate for you.

And of course, there will be real-life examples from work we’ve done with clients.

Look, this stuff can be confusing and intimidating, and it’s really important. So, if you’re considering rebranding, give this article a study. It’s an easy five-minute read that’ll get you on the right track.

All right, that’s it. Catch you next time.

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