Rebranding.

Rebranding ranges from light to deep. A refresh modernises logo, colours and typeface without changing the brand. A genuine rebrand changes the positioning: what the company stands for, whom it addresses, how it speaks. In the most far-reaching case, a new name is added. Common triggers are a changed range of services, a generational handover, a merger, a name that has become too narrow, or a presence that looks dated next to the competition.

The process does not start with the logo but with the question of what should change and what must stay. Positioning and message follow, then the corporate design with logo, colours, typefaces and imagery, and finally implementation across all touchpoints: website, Google Business Profile, vehicles, print materials, social media profiles, email signatures. The sum of these elements forms the corporate identity.

An example of an underestimated risk: with its rebrand, a company changes its name and domain but does not redirect the old addresses. Google rankings built up over years collapse, and links from partners and directories lead nowhere. With a complete list of the old addresses and 301 redirects to the matching new pages, this would have been avoidable. The name in the Google Business Profile, in directories and in the website's structured data also needs updating.

DLM Digital delivered branding for JUCAN Massanzüge, together with the website and Shopify shop — see the JUCAN reference. More on the service on the corporate design agency page.