Rebranding: Definition and Types
Rebranding is the journey of refreshing a company’s or organization’s overall image. This may include altering their name, logo design and/or aesthetics as well as modifying how they communicate with stakeholders publicly.
When companies choose to reinvent themselves, they have several rebranding options available. Among them are:
Identity rebranding: which involves modifying the company’s visual appearance with a different logo or color palette
Positioning rebranding: that handles how the firm presents itself externally like updating its motto and mission statement.
Restructuring rebranding: for when changes must be made internally such as altering the organizational structure or adapting new business models.
Why Rebrand?
Companies might opt for rebranding for a range of reasons, such as:
- To keep up with the company’s present objectives and values
- To break away from any unfavorable implications
- To attract potential customers that weren’t in their sights before
- To modernize their image to match changes in the market or industry
- Or even to join forces through mergers and acquisitions.
Rebranding Process:
The process of rebranding can be broken down into several steps, including:
- Research: Prior to any rebranding, an essential step is to delve into the research of both the company’s current image and its targeted audience. This may involve surveys, focus groups, or interviews with stakeholders for accurate information-gathering.
- Crafting a Strategy: After collecting data, we can create an effective rebranding strategy which details the objectives and desired outcomes of our effort.
- Creative development: Afterward, the creative squad will create distinctive design themes and assets, such as a brand-new logo or slogan.
- Implementation: After the new branding elements have been designed and accepted, it is imperative to integrate them into all company literature, including the website, promotional material, and product packaging.
- Evaluation: After the rebranding effort is complete, it’s important to evaluate its success. This may include tracking changes in brand awareness, customer perception, and sales.
Rebranding Strategy:
When developing a rebranding strategy, it’s important to consider the following:
- Target market: Keep your target market front and center in the equation! Success hinges on making sure any changes you make align with their needs and expectations.
- Standing Out: It is essential that the new brand be distinguished from its competitors.
- Consistency: For a successful brand, it is essential that the message and look are consistent across all platforms – from advertising to customer service. If you deliver your message in different ways on various channels, you will confuse customers and dilute your brand’s strength.
- Authenticity: The new brand should remain faithful to the company’s goals and principles, radiating authenticity.
- Timing: It’s critical to select an opportune moment for the rebranding process in order to reduce any potential damage caused by switching strategies.
Case Studies and Examples of Famous Brands:
- Coca-Cola: In 1985, Coca-Cola experienced waning sales, leading them to introduce a new formula: New Coke. Unfortunately, consumers didn’t appreciate the transition and quickly spoke up against it — prompting Coca-Cola to reintroduce their iconic original recipe as Coca-Cola Classic. By doing so they achieved one of the most successful rebranding successes in history; not only did consumer loyalty remain intact but business saw an uptick due to increased demand for their classic flavor!
- Apple: In 1997, Apple adopted a new emblem and slogan – “Think different”- that helped reshape the company into a creative and design-oriented organization. The vibrant logo was an integral part of this rebranding effort which allowed for Apple to stand out among its competitors.
- Old Spice: In 2010, Old Spice revitalized their brand with the iconic “The Man Your Man Could Smell Like” campaign. This innovative approach featured a captivating spokesman and humorous advertisements, effectively transforming Old Spice into an up-to-date, highly influential company.
- Airbnb: In 2014, Airbnb unveiled their updated logo and color scheme to better communicate the sense of belonging & community that is so core to their mission. The redrafted “A” mark was meant to be more memorable & practical than its predecessor – embodying a unique yet recognizable aesthetic.
- MasterCard: In 2016, MasterCard unveiled a fresh logo that features two intersecting circles encased in one larger circle – symbolizing their commitment to security and technology. This new branding reflects the company’s drive towards staying ahead of the curve with innovative solutions.
- Uber: In 2016, Uber unveiled their new logo and color scheme to the public. This breathtaking revamp was designed to convey progressiveness and modernity with its stylized “U” symbol; this updated branding is more identifiable and adaptive for viewers. With this dynamic rebranding effort, Uber aims to reinforce a sense of innovation throughout society.
- Reebok: In 2018, Reebok underwent an ambitious rebranding in order to shift the focus of their company towards health and wellness. They introduced a new logo along with the inspiring slogan “BE more human” which was specifically chosen to attract younger and more diverse consumers. This bold move proved successful as it allowed them to reach out to potential customers that they may not have been able to access before.
- Arby’s: In 2018, Arby’s made a splash in the restaurant industry with their rebranding and “Meatcraft” slogan. Refocusing on top-notch meats and aiming to attract a younger demographic, the new logo was meant to draw attention from an incredibly diverse target market.
These are just a few examples of how rebranding can be used to reposition a company and appeal to a new target market. However, rebranding is a complex process that requires careful planning and execution, and it’s not always successful. In order for a rebranding effort to be successful, it’s important to conduct research, develop a clear strategy, and evaluate the success of the rebranding effort.
Rebranding Trends:
In the last couple of years, rebranding efforts have seen an increase in simplified, minimalist designs. Many companies are opting for flat logos and two-dimensional visuals that feature bold typography or abstract shapes. This trend has been driven by the need to create sleek visuals that look good on digital platforms such as websites, apps, and social media sites. Additionally, companies are creating minimalist branding that emphasizes their core values and mission statements.
The use of bright colors has also become popular in rebranding efforts. Color can be used to evoke certain emotions and create a powerful visual statement. Companies such as Burger King and Instagram have embraced this trend by introducing bold color palettes that feature bright hues and shades.
Another trend that is gaining traction is the use of user-generated content as part of a rebranding effort. This allows companies to showcase real customer stories and experiences, creating a more meaningful connection with their target audience. Companies such as Coca Cola and Nike have embraced this trend by incorporating user-generated content into their rebranding efforts.
Finally, rebranding efforts are also focusing on creating purpose-driven messaging that resonates with their consumers. Companies such as Tide and Patagonia have embraced this trend by highlighting the impact of their brands on the world and how they are helping to create a better future for all.
Rebranding Challenges:
Although rebranding is often seen as a positive step forward for businesses, it does come with its own set of challenges. One of the main challenges is that rebranding requires significant resources and can be a time-consuming process. Companies must take into account the cost of hiring outside professionals, creating new visuals, and launching campaigns in order to successfully rebrand their business.
Another challenge is that rebranding is risky and can lead to negative reactions from customers. Companies must be careful to ensure that their new branding reflects the values and mission of their company, or else they risk alienating current and potential customers. Additionally, companies must also take into account how the rebranding will affect existing marketing materials as well as any digital assets such as websites, apps, and social media accounts.
Finally, companies must be aware of how their rebranding efforts are being perceived by the public. It’s important to monitor customer reactions and feedback in order to ensure that the new branding is resonating with customers. Constant monitoring of the success of a rebranding effort is essential for companies to stay on course and make sure that their rebranding efforts are successful.
Glossary:
Rebranding – The process of changing the public image of a company or product by creating a new logo, slogan, or design.
Flat Logo – A simple and modern-looking logo that does not have any 3D effects.
Minimalist Branding – The use of simple visuals and typography to convey a brand’s core values and mission statement.
User-generated Content – Content created by customers or users of a company’s products or services.
Purpose-driven Messaging – Messages that focus on the impact of a company on the world and how they are attempting to create a better future.
Monitoring – The practice of keeping track of customer feedback and reactions in order to ensure the success of a rebranding effort.
Rebranding requires significant resources, risk, and effort, but it can be a powerful tool for companies to create a positive public image and increase brand recognition. By following popular trends, such as flat logos, minimalist branding, user-generated content, and purpose-driven messaging, companies can create more meaningful connections with their target audiences. Additionally, companies must monitor customer feedback in order to ensure that their rebranding efforts are successful. With the right strategies in place, companies can use rebranding to create a stronger connection with customers and help their brand stand out from the competition.
