Let us assume that most readers of this blog are already familiar with basic branding facts like the one that separates visual identity and branding. Changed visual identity of particular brand does not mean rebranding. Changing visual identity leaving all other brand elements unchanged does not substantially change the brand. It changes one of moments of truth of a brand, but not brand identity itself. To be more precise: it changes brand identity insofar as it becomes unbalanced since a part of it was changed not taking in account all other elements.
If then we take a situation, when brand identity really changes (leaving reasons for the change aside in this post), does this necessitates also a change of visual identity?
If rebranding is substantial, then all moments of truth should be changed as well. Logo and slogan are two out of many moments of truth. If rebranding is minor one, then you can most probably leave logo intact and sometimes even slogan. Logo namely stands on the top of visual identity hierarchy and is for that reason most resistant to change, slogan being next in the line. So only substantial rebranding necessitates a completer change of visual identity.
How do you know if rebranding is substantial?
Check the differences in your brand identity formula. If differences are substantial, then you have just passed substantial rebranding. (Beware though : check if the company that runs a brand lives these changes. If not, you have first to secure internal procedures that will align internal brand perception with rebranded identity.
Yes. Rebranding is internal process. Repositioning is external process. Logo and taglines and so on are part of external repositioning, part of moments of truth that emanate identity in physical reality like phenotype emanates genotype. Brand manager should first be sure that brand identity complies to ever changing needs of consumers or stakeholders, change identity if needed (rebranding) and in the end change moments of truth (including visual identity) according to instructions derived from brand identity.
Not all moments of truth should be changed in the same moment. One should always take care of those moments of truth that address internal stakeholders first. Internal stakeholders are namely those that shall execute a brand and should thus be the first and most familiarized with the brand.
What is Brand identity formula? What is rebranding? What are moments of truth. Please consult: Brandlife: Brand’s Mystery Unveiled eBook: Andrej Drapal, Maša Dolanc: Kindle Store