Does your tech brand need a rebrand or a brand adaptation?

Your tech brand is off the ground and now you are faced with a decision to take your business to the next level. Does your tech business need a rebrand or a brand adaptation? It is important to understand where your business is to draw a distinction between rebrand and brand adaptations.


Rebranding is a process that tech companies go through to change the corporate image of the organisation. You can change your market strategy by giving your tech company a new name, symbol, or change the design of an already-established brand/product. The idea behind rebranding is to differentiate your tech brand from its competitors by creating a different identity.
A true rebrand wants to change the emotional drivers behind the brand identity. If you want the outside world to have a new idea about your tech brand, you first need to develop a new vision and mission for your tech brand. For example, if a software company is seen by its clients as “stuffy,” but wants to shed that label and be seen as more “modern,” this would require a rebrand.

Brand Adaptation

Brand adaptation is changing any number of the visual, typographical or messaging elements of a brand. You may want to change your tech brand name in a foreign language-heavy market. Because your tech business name might correspond to an unflattering or brand-damaging word in that foreign language. Marketing messages for a tech brand that works in a variety of markets can fail depending on which market you operate in. Tech businesses can reposition a brand to convince those in a different market or market segment that the brand is relevant to their lives. Repositioning often includes substantive changes in what a business sells and the benefits or promises it makes to customers.

This shift is not as drastic, but just as important. Brand adaptation is fitting the same brand elements to new channels and tastes. Every country has its own cultural norms and traditions, so to succeed commercially, brands, products and communications all need to be adapted to fit what’s expected by the market. Attracting new audiences is not as simple as translating your content into the language of your target market. You’ve also got to find a way to make your tech brand relevant to local needs and expectations. The elements of your tech brand remain the same, but the way in which they are conveyed evolves by necessity.

When a tech brand is in need of a shift, the first question to ask yourself is: What are we looking to accomplish? If the answer is delivering the same core tech brand identity to new audiences, across new channels, or seeking better customers. Then your tech business needs a brand adaptation
Knowing the difference between the two, and acting accordingly, will go a long way in continuously delivering a tech brand experience that your consumers will love.

How to successfully rebrand your tech brand

1. Start by understanding your mission and values. Before you start your rebrand, it’s crucial that you clearly understand your tech companies mission and values. Think about what makes your brand special. Why does your company exist, and what values does it have that are essential?
2. Develop a rebranding strategy that works with your existing branding. When you are doing a tech rebrand, make sure to take the existing brand assets into account. Consistent branding is important because it helps increase the overall value of your tech company by strengthening your position in the marketplace, attracting better quality customers and raising the perceived value of your products or services.
3. Consider the market and your competition. Before you rebrand, make sure you research what your competition does. And determine what is going to differentiate you from them, and what your value proposition is.
4. Collaborate with your team. Your brand may be one of your most important company assets, but just as valuable are the people that help grow your business every day. Include voices from across your company: Some of the best ideas and most valuable feedback come from departments you might not expect.
5. Manage the rebrand. A rebrand is often a complex and lengthy process. Without a careful plan of action and a well-managed process, the rebrand can quickly go off the route. Setting deadlines is crucial for a successful rebrand.
6. Tell the world. Make sure you plan your rebrand launch and be prepared to explain why you rebranded. Minimise the risk of customer confusion through a carefully planned launch that showcases the story behind the rebrand.

How to successfully do a brand adaptation for your tech brand

1. Know your intended market. First things first, you need to know where you want to expand your tech brand to. While it may be very tempting to say “everywhere!,” it is important to focus on one specific region or country. When selecting your new market or market segment, you should conduct research into how this new market may have an impact on your brand. When analysing, keep an open mind about other possible growth markets. This way it is easier to continue your expansion.
2. Know your new market or market segment. Each country has its own cultural norms and traditions, so to succeed commercially, brands, products and communications all need to be adapted to fit what’s expected by the market.
3. Adapt your tone of voice. Your tech brand’s tone of voice doesn’t just help you stand out from the competition, it also helps your audience know what you stand for and how you can meet their expectations. It needs to be tailored to the environment you’re in and that really depends on local culture. That’s why really successful international brands tailor not only their products but also their tone of voice to each new market they enter.
4. Marketing Mix. Deciding on the best marketing mix for your product or service. Research into the preferences of your target audience is key to a successful brand adaptation.
5. Analyse your competition. “Know your enemies,” as they say. It just makes sense to understand the tactics of your competition before you make a move. Therefore, analyse and evaluate what makes your tech brand different from the competition.
6. Spread the word. Make sure you plan your brand adaptation carefully with your team and set a deadline when you want to launch it. Communicate to your customers what your brand is and what values it can offer. Minimise the risk of customer confusion through a carefully planned launch that showcases the story behind the brand.

A rebrand or a brand adaptation is a declaration of your tech company’s commitment to upward growth. Change is never easy, but sometimes, the change will do you good.

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