When is a Rebrand Necessary?

There have been two major rebrands in Ghana in the past quarter: Voltic and AirtelTigo (now AT). This move by these two well-known brands necessitates the question of whether a rebrand is necessary at all. If yes, when is it necessary for your business, and how do you carry out a successful rebrand?

A rebrand is a process of changing the brand identity of a company or organization. This can include changes to the company name, logo, messaging, and overall visual identity. Rebranding is often done to stay relevant in a changing market, reflect a change in company values or direction, or shed a negative image or reputation.

A rebrand can be a necessary step for many reasons. The most common reason is to stay relevant in a constantly evolving market. Rebranding is often done to improve a brand’s image, reposition it in the market, or appeal to a new target audience. If a company’s brand is outdated, it can lose its appeal to customers who are looking for the latest trends and technology.

Another reason for a rebrand is to reflect a change in company values or direction. For example, when a company decides to shift its focus to sustainability, it may need to rebrand to showcase its commitment to environmentalism. Rebranding can help a company communicate its new direction to customers and stakeholders. Additionally, a rebrand can help a company differentiate itself from its competitors and attract new customers. Voltic (GH) Limited‘s rebrand could be considered one such. In 2019, Voltic introduced the eco-friendly bottle in their “Same Voltic, New Twist” campaign, which they still maintain in their recent rebrand.

Brands may also rebrand to appeal to a new target audience. If a brand wants to attract a new target audience, rebranding can be a way to do so.

Just like AirtelTigo (now AT Ghana) a rebrand also becomes necessary in the event of a merger or an acquisition (in the case of Absa Group)

Finally, rebranding can help a company shed a negative image or reputation. A company that has experienced a scandal or controversy can distance itself from the negative press and start fresh with a new image.

Rebranding can however be a risky undertaking, but can also be very rewarding if done correctly.

Before a company decides to take a step to rebrand, the following are necessary steps


  • Conduct a branding audit: This involves evaluating the current brand and identifying its strengths, weaknesses, opportunities, and threats.
  • Set branding goals:  What do you want to achieve with the rebranding? Do you want to improve your brand image, reposition yourself in the market, or appeal to a new target audience?
  • Develop a new brand strategy: This involves setting a new direction and then creating a brand identity, including a new brand name, logo, tagline, and marketing materials.
  • Execute the rebranding: This involves rolling out the new brand identity to all your marketing channels.
  • Monitor results: Once the rebranding is complete, you need to monitor the results to see if it is achieving your desired goals. Do your research and be sure the rebranding is consistent on all your marketing channels.


If done correctly, rebranding can be a gratifying experience.

An important tip after you have carried out a rebrand is to be patient. Don’t expect to see results overnight. It takes time for people to become familiar with your new brand.

Do you think Voltic (GH) Limited and AT Ghana rebranding is a step in the right direction? Share your thoughts with us.

One Reply to “When is a Rebrand Necessary?”

  • Andres Alfaro

    The details about the project and the challenge during the design stage prior construction phase will be shared for knowing more innovation work and concept of the starting for the planning to be awarded by this excellent prize and to thank you

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