Rebranding can often seem like a great idea. But what does it really mean to rebrand your business?
Most people think of it as simply slapping a coat of paint on your existing brand or updating a tired logo, but it’s so much more than that. Ask yourself: how do you want your consumer to feel when they use or see your product? And why is it different than how you currently present yourself?
If a brand is the perception consumers have about your company, then rebranding is about changing that perception.
Here’s some key times when you should consider a rebrand.
Growth or expansion
If your business is evolving and your brand is currently tied to a local theme, maybe it is time for a rebrand, something that can encapsulate your new growth and attitude.
New brand ethos
If you’re looking to reinvent yourself you need to start with your core message, your mission, values and vision. If this begins to shift internally for whatever reason maybe you need to look at who you are as a business and as a brand.
New target market
If your company decides it needs to reposition itself within the market and work with new clients, new customers & reach new audiences, then it might be time to see if your current brand works for those new potential customers. You may need to alter yourself to better align with their wants and needs.
When two brands become one sometimes it’s better to just absorb into one current brand or take it as an opportunity to create something new and dynamic. It’s great for your company to create a new brand, it promotes a more harmonious work environment, prevents confusion and builds trust.
However, it is also important to consider when NOT to rebrand!
Because you’re bored
When you see the same tired-looking logo and slogan every day it might get a little tiresome and you think ‘let’s jazz it up a little’. But your customers, who see your brand and logo-less frequently, won’t think this way. Changing your brand and logo whenever you get bored will lead to a lot of confusion with consumers.
Everyone loves a reveal, a trailer, a little drama. Teasing a new logo always gets some short-term engagement and launching a new brand will garner some attention, but it will be short-lived.
If you’re having a bit of drama within your business it’s not a quick fix to just put a plaster on it. While you think you’re going to be able to dodge any bad press you might receive, most consumers and employees are smart enough to see right through it.
So, what’s included in a rebrand?
When rebrand comes to mind it’s not just a case of changing the logo. It could be a case of reimagining the whole identity, or a shift in tone of voice.
A rebrand is an exercise in looking at yourself. It is about evaluating who you are and the company you want to be, creating an identity and culture that can support that. You can rebrand while still maintaining your classic colours and logo. But it needs to be worth your time and it needs to help build your brand, not hinder it. We would recommend reaching out for a consultation with us before overhauling your business on a whim for a rebrand.
Successful rebrands. Back from the brink.
Lego stripping back
In the 90’s lego really went all out with their products and ranges, but they didn’t all take. When the company began to spiral and lose money on their current lines. they took a step back and re-evaluate their core beliefs and values. They stripped back and rediscovered their old roots of classic plastic blocks.
They then began to shift their audience. It became more about targeting older kids and adults via nostalgia based content and this is something that can be seen throughout the company even today. This shift has helped by using the older audience to tap into the younger one via their children.
Stella retargeting clients
Stella Artois has had a bad reputation for being sold as a discount beer brand by supermarkets. Lairy folk adopted this beverage as the go-to drink of choice at festivals, gigs and sporting events. The beer started to be publicly known as ‘wife beater’. This was obviously not a great look for the brand so they began to realign themselves with their more traditional audience. They released a new marketing campaign, going as far as changing their tagline to ‘Reassuringly Expensive’. They began to craft and shift to a much more refined attitude with ads based around the idea of being cultured, European and classy. They even continued to call themselves a ‘cut above’ as they released their line of cidre.
This really helped shift that idea from the negative into a more positive light.
McDonald’s new attitude
McDonald’s is probably the most well known fast food brand in the world. Those golden arches are iconic. It even has its own movie! But fast food got a bit of bad rap. Consumers began to become conscious about their food and where it’s coming from, especially after documentaries like ‘Supersize Me’. The brand wasn’t looking too hot, so they decided it needed a new attitude and sound.
It quickly became a more family friendly brand, looking more at McCafe which has been designed to be food friendly and taking inspiration from suave european cafes. This quickly helped the brand move away from the ‘fast food junk food’ idea and into a light bites and coffee scenario. They realigned back into the lives of the modern consumer, becoming a hot spot for health concerned young people to come grab a drink.
So, there are plenty of good and bad examples of rebranding out there, and lots to think about before deciding to change things.
The important thing to remember is that any sort of rebranding is not a band-aid. Companies need to get to the root of their goals or problems and develop their approach from there. This is why, when we start a rebranding project for a client, we begin with inspirational workshops where we brainstorm and talk, getting to the bottom of the pain points and helping clients visualise what the future looks like.
Rebranding should have a purpose – to change the emotional and mental associations consumers have with the company. It is not an overnight process or something you do just for fun. It requires in depth analysis and a lot of strategy.
If you think you need a rebrand, make sure to talk to us first. Simply give us a call on 01282 792568 or drop us a message here on our website. You can view our work to see some of the great brands we have helped so far.