3 reasons why brands have to "rebrand" despite losing some followers

'Change 'is the universal truth of the world...But surprisingly, it's what we humans fear the most, too.

As a brand consultant and image designer, I see many brands that come to the crossroads of growth, but choose to remain stationary, the main reason not because they have no vision but because of fear...The fear of losing something. Especially losing a group of followers or customers familiar with our former self.

Of course, fear exists. Whenever we choose to change, a group of people who expect something from us will be disappointed.

But in my 10 years of experience, I can say that the focus, but what can be lost, is to lock myself in the same success, and that's the most frightening risk. Today I'm going to share three key reasons why rebranding is necessary for those who want to grow sustainably.

1. When the original "pot" leaves...Too small for a grown tree.

Many brands are reluctant to change because they feel that "the original is good," which is true. The first pot you used to plant a tree was once the best...For seedlings

But as your brand grows, your vision widens. The value you deliver deepens. The same "pots" that once fit will become what ties your "roots" away from taking root and growing further. Rebranding is the decision to move yourself into a new, larger pot to open up space for roots to grow and be ready to flower to their full potential.

2. When our "narrative" has to grow with us.

Brand is like a fashion "collection." The stories we tell today may not be the stories we want to tell in the next five years. Rebranding is to "design a new collection" that reflects our identity, expertise, and values today as accurately and clearly as possible.

Adhering to an old image or story is like trying to wear clothes that are too tight, not only uncomfortable, but also losing the opportunity to attract new groups of customers who are consistent with who we are today.

3. Because the business world is long-term competition, not short-term running.

The business world is no different from the story of "Rabbit and Tortoise." Clinging to the same success and thinking that something good will be good forever is like a rabbit falling asleep under a tree, while a competitor, "Tortoise," is slowly building a system, improving itself, and moving forward.

Rebranding is the "waste of time" we have to pay. While others are shaping systematic growth, rebranding is a strategic decision to ensure that we remain in the long-term competitive game and are ready to lead the future.

A conclusion to accept: Change is to "select" the companion.

Of course, rebranding may cause some followers to disappear...I have to admit, there are times when this happens, because we are human.

But when we are clear and stand by the values we want to provide, we will find that this change is to "select" our companions, the missing ones who love and stick to our "past self," but the ones who remain and the new ones who love and believe in our "vision of the future."

And the latter are truly "our people" who will grow and succeed with us in the long run.

# Rebranding # Rebranding # Branding # Develop yourself # GrowthMindset