Many businesses that have existed for some time face the issue of whether they should “rebrand.” Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination is created for an established brand.

The reasons for rebranding range from “We need a fresh look” to “Our business has changed and evolved” to “Our market has changed and we need to change with it” — and more.

The following is a brief description of a recent engagement.

Key Issues Driving Need to Rebrand

In this case, the client needed rebranding in all respects. Graphically, the logo and marketing materials were out-of-date. Further, the website was old, making maintenance difficult and giving an impression that the products/services were dated as well. Overall, marketing content was inconsistent and lacked persuasive selling points.

This client sought Exemplar Digital Marketing because of our decades of experience in branding.

Critical Components

Not all rebranding is an extensive overhaul of marketing communication in virtually all respects. However, it was definitely needed with this client. A new logo was designed, reflecting the company’s culture and position in its targeted markets. All existing marketing materials (stationery, e-signatures, etc.) were redesigned. Importantly, significant analysis was done on the business and its targeted markets, resulting in new text content for all marketing, including a new slogan, updated selling points, and overall consistency in marketing messages. With the excitement and opportunities presented by rebranding, the client requested new brochures, e-newsletters, and began to advertise in key publications. A new website was designed that distinguished the company’s unique position in the legal marketplace. Publicity programs, such as media relations, were launched. This list goes on but suffice to say that every aspect of the company’s marketing was rebranded.


The client’s commitment to rebranding paid off. The company’s name changed in the process, and the branding was completely refreshed while still retaining the key elements of the culture and distinctiveness in its targeted markets. Management at all levels became very proud of the new image in the market and are now actively marketing. Clients and prospects can now clearly see how their needs are identified and met by the company.

You may find that this engagement describes your business in many respects, since many of the issues are fairly common. Exemplar Digital Marketing has decades of experience in rebranding. If you need assistance with rebranding your business, please contact the experts at Exemplar Digital Marketing.