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7/22/24, 10:32 AM Rebranding success in logistics
involves not only external communication to customers and stakeholders, but also
internal communication to employees to ensure everyone is on the same page.

Rebranding can be costly, requiring significant investment in marketing, new branding
materials, digital assets, and sometimes even physical changes like updated signage

and vehicle livery. The financial implications need to be carefully planned and justified
by the expected returns regarding market growth and brand strength.

Operational disruptions during the rebranding process can affect day-to-day business

activities. This includes the logistics of rolling out new branding across all touchpoints,
updating IT systems, and ensuring all legal and regulatory aspects are covered.
Companies must plan meticulously to minimise these disruptions and maintain

business continuity.

There is always a risk that existing customers might feel alienated or disconnected from

the new brand, especially if the rebranding involves a significant shift in the company’s
identity or values. It is essential to strike a balance between attracting new customers
and retaining the loyalty of existing ones. For instance, Lyve’s rebranding from Fetchr

had to carefully manage its existing customer base while trying to shed past
operational challenges.

Consistency is key in rebranding. The new brand identity must be uniformly

implemented across all customer touchpoints, from the website and social media to
physical locations and customer service interactions. Any inconsistency can lead to
confusion and dilute the brand’s impact. This requires a coordinated effort across

different departments and regions.

Finally, measuring the impact of rebranding efforts can be challenging. Companies
need to establish clear metrics and KPIs to evaluate the success of the rebranding. This

includes tracking customer perception, market share growth, and financial performance
post-rebranding. Continuous monitoring and adjustment may be necessary to ensure
the rebranding achieves its intended goals.

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