"Brand bath" refers to a comprehensive strategy or process undertaken by a company to refresh, redefine, or reposition its brand in the market. It involves a thorough examination, revamping, and revitalization of the various elements that make up a brand, including its logo, tagline, messaging, values, positioning, and overall identity.
The purpose of a brand bath is to enhance or transform the public perception of the brand and improve its competitive advantage. This process may be driven by various factors such as a need to adapt to changing market dynamics, attract new customers, reengage with existing ones, differentiate from competitors, or correct any negative association or connotation tied to the brand.
A brand bath typically starts with a comprehensive analysis of the brand's current status, including a review of market trends, competitor analysis, customer insights, and an evaluation of the brand's strengths and weaknesses. Based on these findings, a brand strategy is developed to outline the desired direction and positioning for the brand. This strategy helps guide the rebranding efforts, which may include updating the visual identity, refining the brand story, redefining the target audience, revising marketing communications, and implementing other measures to align the brand with its intended perception.
Overall, a brand bath aims to reinvent or refresh a brand to ensure it remains relevant, resonates with its target audience, and maintains a positive image in the marketplace.
