A few years after the branding maturity period, you may want to enter the process of choosing a new brand name or the larger process of rebranding or changing the brand name. It is at this time that your marketing faces a new challenge in dealing with the emotions of old and new customers.
In this article, we will describe rebranding strategies, how to change a company’s brand name, and 10 successful examples of famous rebrandings in the world.
Rebranding is the process of changing the corporate image of an organization. Rebranding is a market strategy to introduce a new name, new symbol, or change an existing brand design. The idea of rebranding is actually to create a different identity for the brand compared to competitors in the market.
This article is also useful for growing your personal brand: What is personal branding and why is it important
Description: There are several reasons for a company to rebrand. A prominent factor is communicating with customers. Rebranding is good for business, but it can also be risky. There is always the possibility that consumers will not like the new brand.
How to rebrand a company
1. Determine the brand audience and target market again
After extensive market research, including focus groups and data analysis, you come across something strange – your customers (or your competitors) aren’t who you thought they were. Maybe it’s a crowd of people you never thought would be involved with you. In turn, there may be a new competitor in the market and his products or services are directly competing with your products or services.
And you have the data to prove it. Consider who is buying from you – and who they are buying from instead of you. Comparing this to your target market and primary audience can reveal important differences. Once you’ve established your real market and audience, you’ll be ready to rebrand your company so you can connect with customers (and outperform your competition).
2. Redefine your vision, mission, and values
what are you doing?
How do you do it? Why do you do this?
When re-evaluating your vision, mission, and values during rebranding, you should ask these three questions. While the basis of these messages is the same, they can change as the company grows. Here are some company components that should be analyzed to help you decide which part(s) of your company needs TLC.
Perspective is a big deal. The vision acts as a north star for every company action, so you need to have a coherent understanding of your vision before you move forward – and your vision may have changed over time. That’s okay, but you need to redefine your vision as soon as possible to ensure that all employees are making decisions with this vision in mind. When rebranding, the company’s vision affects everything from website redesign to the hiring process.
If vision is “what you’re doing,” mission is about “how to do it.” You may still be traveling the same route, but the way you get to your destination has changed. In the end, your mission is the roadmap of your company. When your mission changes, so do your message – mission should be as important as a vision during rebranding.
For example, Sweetgreen’s mission statement reads: “Creating healthier communities by connecting people to real food.” This tagline describes everything about the Sweetgreen brand, from the images they use in their advertisements to the language they use in their press releases.
Your values act as the “cause” of your brand. Values show why you strive to achieve your vision and why you dedicate yourself to your mission. But with the expansion and change of brands, some of their fundamental values also become unstable. If you can’t support your past values or prioritize new values, you need to update them to understand what your company values today.
- Brand voice
As the vision, mission, and values change during the rebranding process, the way these aspects of the company are communicated will also change. The words, tone, and voice you use for your brand should match your message. So if what you are going to say is changing, the way you say it should change as well.
3. Rename your company during the rebranding
Changing names is a big deal. This can come at the cost of brand recognition and organic search traffic. Therefore, if you intend to rename your company as part of the rebranding process, make sure that you have a plan for recovery as a post-rebranding strategy.
In general, if your name still fits, the best thing to do is to keep it. But if your current name doesn’t match your company’s identity, it’s time to go back to the drawing board (i.e. design a new name). To reduce the fear of this task, below are some ideas for the rebranding process:
make a new word;
Use an old word in a new way;
Say what you do (literally);
change the spelling of the word;
add a prefix or suffix to it;
Look at other languages;
put two words together;
Make an abbreviation;
Use a location.
4. Revise your brand slogan
A good slogan is catchy and includes your company’s mission and vision. This slogan includes the purpose of the company compactly. Changing the slogan is easier than changing the name. But like changing the name, you still have to be very careful.
5. Rebuild your brand identity
When you start rebranding, the tangible elements you use for your brand may have been in use for several years. This means you have plenty of time to discover their strengths and weaknesses before replacing them. You may want to redesign your logo, use new colors in your brand, or even create new guidelines for your brand. Here are some common changes you can use as part of your rebranding strategy:
Maybe you loved your logo when you first started your company, but your customers may not understand it. Your logo may also need to be updated to reflect other big changes you’ve made within the company.
- Choose a new color palette
Colors have a huge impact on your brand some colors are now synonymous with the brands that use them, like McDonald‘s yellow. But choosing the right color can be difficult, and you may need to update colors as your company grows.
As with color, your original font may be different than you imagined. When re-evaluating fonts, pay close attention to the strengths and weaknesses of old fonts – like evaluating fonts for web design or PowerPoint.
- Browsing shapes and images
Like logo, color palette, and topography, images and shapes also play a vital role in your brand identity. If you intend to change other visual elements of the brand, it is better to review the images and shapes as well so that everything is coherent in the rebranding process.
If you’re going to go to great lengths to create a new brand identity for your business, you better make sure you do it right. Having (and using) brand guides will help you keep your brand consistent after a change.
1. Start with a business reason
Any rebranding strategy should begin with a deep understanding of the business rationale for rebranding. Is it because of accelerating business growth? Should the company compete with larger, more established competitors?
Some of these business reasons are easy to implement, such as a merger of two companies, and others are more subtle, such as a larger corporate image. If you don’t understand the business reasons for these efforts, you could be wasting huge amounts of resources. Some other top reasons to rebrand your professional services firm include:
You have to compete at a higher level or in a new market.
Your brand no longer reflects your identity.
Your company has given away a new brand.
You have a legitimate reason to change.
You need to simplify and focus on your message.
You have a new marketing team.
You’ve launched a new service line.
2. Research your target customers and company
Once you understand the business reason for rebranding, the next step is to conduct independent research on the target customers and the company. If you are trying to enter a new market, this research should also include new target customers. The goal is to gain an objective understanding of current brand perception and competitors.
Without this research, you are only operating from an internal perspective. Our research on buyers and sellers of professional services shows that all companies have blind spots and distort the market’s view of themselves. In general, we are all human. Without objective research, you will build your brand based on false assumptions.
3. Use positioning and messaging to achieve your brand strategy
As you develop your company’s market positioning and messaging architecture, you reveal the essence of your brand strategy. Market positioning provides a brief description of where you fit in the market space. Are you an innovative leader or a low-cost supplier?
This positioning will affect your next decisions. But it’s not enough to just make something. It should strike a balance between you as your company and who you want to become.
You must be able to support your positioning, otherwise, your brand will be hollow. Your messaging architecture shapes your messages to each of your primary audiences. These messages should be consistent with the overall brand and be supportable.
It is not a marketing copy, but a skeleton on which the marketing copy is built.
4. Build your brand identity
This is part of the rebranding strategy where you develop the visual elements that represent your brand, such as your company name, logo, slogan, colors, business card design, location, etc. These elements are often described in the brand’s style guide document. This document provides a set of parameters to ensure that your brand performs consistently throughout all stages of your marketing and digital marketing strategy.
Many people confuse these elements with your brand. Your brand is your reputation and visibility, not your company name or logo. Your brand identity is a visual shorthand for your brand.
5. Create your website and online presence
Your website is the most important communication tool for business development. A website is a place where you can tell a compelling story to any audience. A website is the first place a prospective customer or employee goes to find out about your company.
It is no exaggeration to say that a website and online presence are the heart of a modern professional services firm.
All rebranding strategies ultimately involve a website. The website is built based on your messaging architecture framework. A website along with your online presence (eg social media) will fully represent your position.
6. Guarantee marketing
At this point in your rebranding strategy, you should develop all the marketing components you need to convey your brand and service messages, such as slide presentations, proposal templates, brochures, one-sheet flyers, and trade show booths. These tools are used to convey your message. They should be well supported in your brand strategy.
7. Brand building plan
The final element of a rebranding strategy is developing a plan to promote and strengthen your new brand.
How do you run it internally?
In professional services, your employees must embrace the new brand. Generally, they are your product. It is also important to create a brand that matches your company’s reputation and expertise, as well as its name. The brand should also represent your company’s position. Branding for professional services is difficult.
Some rebranding strategies fail because they try to shortcut the rebranding process. All other strategies fail because they choose the wrong partners to work with.
But it should not be like this. Start with the right rebranding strategy. Find an experienced partner. Pay enough attention to rebranding to reap the rewards. A well-positioned company that displays its brand will be a strong competitor.
Successful examples of rebranding
1. Rebrand Chobani
In 2017, Chobani made big changes in its brand and tried to become the leader of the dairy industry.
Initially, they changed their company identity from a yogurt company to a “food-centric health company” – “fighting to achieve endless happiness“. Below the work page on their website you will find this statement: “The most important thing we do is to make a difference. Our goal has always been more than ourselves. Their focus on health and nutrition can be seen in their advertising and new products, including low-sugar Greek yogurt and Chobani Flip Yogurt.
Chobani also changed their packaging as shown above – instead of using plain white cups with pictures of fruit, they redesigned their product packaging using 19th-century American folk art with a variety of colors. Their rebranding may help them stand out from the rest of the products with plain white packaging on store shelves.
2. Candidate rebrand
After merging two companies, rebranding is often a good decision.
For example, the Foundation Center was the largest source of information on philanthropy, and GuideStar was the largest source of information on US NGOs.
In 2019, these two organizations merged and formed the Candid organization. This enabled the two organizations to serve millions of people and make the world a more beautiful place.
If you visit the Foundation Center website, you will see the following message:
Foundation Center and GuideStar have now become candidates. You have been redirected from candid.org to foundationcenter.org”. The old GuideStar website is still visible and usable, but a new corporate identity has been developed and a link to the candidate page is visible.
Candidate (the newly merged foundation) now has a distinctive website with a mission statement, guiding principles, and a vision that adopts the best tips from Foundation Center and GuideStar.
3. Dropbox rebrand
In 2007 Dropbox launched as a web service for file storage and file sharing – but in 2017 the company aspired to be seen as “the connecting point between teams and businesses everywhere“. Rather than just a file-sharing service, Dropbox now has a variety of APIs, tools, and integrations.
In addition to changing its internal mission, Dropbox has also changed its logo to showcase its new products. In a statement about the new logo, Dropbox’s design team said: “Our old logo was a blue box that said ‘Dropbox is a great place to store stuff.’ The new logo is clearer and simpler, and we know that Dropbox is an open platform and a place for innovation.”
4. Rebrand of pet food specialists
Pet Food Specialists has a timeline on its website that shows all the company’s changes since 1936 when the company first opened. One of the highlights of the website was the company’s name change from Rumford Pet Center to Pet Food Specialists and a logo redesign in 2008. The 80-year-old company has grown significantly in recent years and is now a major coast-to-coast distributor of pet products.
To show its changes and growth in the past years, this company has gone through many successful steps to constantly update its brand and display the products and values that have changed over the past years.
5. Dunkin Donut rebrand
Founded in January 2019, Dunkin’ Donuts was first introduced in 1973 and adopted a new logo that removed the word “Donut” — now icons, logos, and marketing materials use only the word “Dunkin’.”
The new name reflects the company’s focus on coffee – “By simplifying and modernizing our company name, while still paying homage to our heritage, we had the opportunity to create a great energy for Dunkin’,” said Tony Weisman, Dunkin’s U.S. marketing director. to provide, both inside the stores and outside”.
Despite the name change, Dunkin’ continues to use blue and pink colors and iconic font to ensure long-time customers still recognize the brand.
6. IHOP rebrand
As you know, rebranding is a fantastic opportunity to update public perception and attract consumer attention. For this reason, IHOP has used rebranding as a marketing measure to draw people’s attention to its new product – hamburgers. In 2018, IHOP announced plans to change its brand to IHOb (International House of Hamburgers). The company began using the IHOb brand on social media, its website, and in-store advertising.
IHOP eventually admitted that the rebranding was a prank to draw attention to the new line of beef burgers. Their rebranding joke was a clever play — it made people fight over IHOP’s most important product (pancakes) while also paying attention to other offerings.
IHOP has since reverted to its original name and logo.
7.PNG AIR Rebrand
Strength: their focus on cultural identity
PNG AIR is an airline based in Papua New Guinea. Their comprehensive rebranding included a name change (from Airlines PNG to PNG AIR), positioning, and a major change in visual identity. The goal was to transform the company from a price-oriented airline to a powerful brand with a strong identity. To do this Principals created a visual base of important cultural icons including history, country, and brand promise to save its people.
8. Jumbo rebrand
Strength: their future-oriented thinking
A good rebranding is flexible enough to grow with the brand, albeit slowly. For Jumbo (an online lottery ticket retailer in Australia), the company’s ambitious plans for global expansion required a rebrand to take the brand to the next level. The brand’s idea of “Imagine More” became an anchor for the rebranding, and its elephant symbol, Joe, embodies the idea of “Big“: “Big excitement, big dreams, big rewards and, of course, big promise.”
9. Tupperware rebrand
Strengths: A modern take on a classic brand
Tupperware often uses images of mothers from the 1970s. The brand declares that image is an important part of its heritage – and its larger mission. They try to support women who sell their products all over the world. Therefore, “Trust means yourself” became their rebranding slogan. Their visual image included vibrant colors, personified images, and a cleaner aesthetic to bring the brand back into the modern age.
10. Siemens rebrand
Strengths: Their energetic regeneration
For a 170-year-old brand, maintaining relevance has always been a challenge. For Siemens (engineering and technology company brand), which has always dedicated itself to innovation to improve the quality of life, it was time to double down on its brand promise. Therefore, their rebranding was based on a hypothesis: a genius for life. This new identity initially speaks to people with a dynamic, energetic, and clear visual language that is both flexible and adaptable.
In your opinion, which brand in the world has done the most successful rebranding?
We look forward to seeing you in the comments section!
And if you know other types of rebranding strategies, share them with us
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остекления стирают границы между внутренним и внешним
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Thank you for contacting us
Please read the article “Brand rejuvenation strategies” and if you still have questions, contact us by email
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