Rebranding – a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers and competitors.
Why do companies rebrand? There are actually a multitude of reasons why a business might initiate a rebranding. For me it was simply a natural progression. Businesses aren’t static. Businesses don’t stand still. They change and grow.

I opened my business in 2007 with great success. As 2008 progressed, things shifted dramatically as the economy took a turn. The next few years became a brilliant lesson where I learned more than I would have if things had continued at the rate when I first began.

As the economy came back to life, my planning, strategy and vision broadened. My focus was less about ironing out the wrinkles and more about the potential and possibilities. What and who do we want to be?

All brands evolve. Businesses evolve. Customer relationships evolve. Experiences evolve and expectations evolve. Onboard is a result of our evolution.

Are you considering rebranding? Although it can seem overwhelming, the rewards outweigh the logistics. You can’t run your business the same way forever.

Have you ever heard of Back Rub or Brad’s Drink? That’d be Google and Pepsi respectively. Even the most successful companies need to adjust with changing markets. Sometimes that means rebranding in order to breathe new life into an operation.

“It always seems impossible until it’s done.” —Nelson Mandela

Laura B. McCoy