Abhishek Chauhan
If communication with customers is difficult and the brand image needs to be updated at the end of the sale, you may need to change your branding strategy.
Grow your business and focus on building a strong brand when launching new products. It takes time to develop a new name, logo design, website, and branding guidelines for your business. You may be happy with the original style guide, but plans have changed and the business may need to learn to move in a new direction.
What does Rebranding mean?
The old and the new. Brand changes usually don’t just mean updating your website by creating a new logo. Before starting a migration, be careful what you want to change, considering your ideal customer.
Is your job outdated? Have your brand values changed? Do you have problems with the sale? If your answer is “yes”, you start to think about what you want to achieve and what you want to change with your brand. Let’s take a look at some bad reasons for rebranding.
If you’re tired of your looks and not enough motivation to write marketing content and materials, this may not be a good reason to start over. Switching brands when not necessary can confuse and scare customers away. Nobody wants it!
Crisis
You have come across some interesting news and you think the whole world is mad at you. Influence warns everyone not to use your product or service. It can be interesting to start with a nice watch face and rename the whole show. People will find and lose respect for your brand. The best way to resolve a crisis is to listen to your opinion and apologize for making internal changes or mistakes so that you don’t make the same mistakes in the future.
Internal discussion
With the addition of new executives, shareholders, or senior executives, they hope to leave their mark on the company. It’s best to be specific, and that’s how it is to show everyone what businesses need to switch. How do you modernize the look of your brand?
Probably not. If the new investment or staffing change is part of a larger organizational change that fits the overall direction of the strategy, the development of the organization’s mission, or the rebranding, that is reasonable enough. The style of the brand must reflect. However, don’t change brands if it’s a shift fit. This confuses your audience and risks the loss of brand awareness and notoriety.
When is the right time to change brands?
As your business grows, you can decide what to change. It’s not uncommon for companies to create new identities to promote old or problematic brands. A prudent strategy can yield good results and increase the company’s sales. At the same time, a hasty rebranding strategy or on a tight budget can seem weak and insignificant and fail to resonate with customers.
You look like everyone else
You can see that over time all games have developed not only the same look but also the same house style, almost the same brand colors as the fonts. Rebranding is a good way to differentiate yourself from the competition. Whether this is a good idea depends on your position in the market. Are you an industry leader and long-established brand? Or are you an entrepreneur in emerging markets?
Brand change always affects existing customers. There was resistance from various forms and names, which temporarily reduced brand awareness. But if you’re a Challenger brand and want to express an innovative approach to a new brand, sometimes it’s better to switch brands than stay boring.
New customers or markets
You’re partnering with your dog biscuit company, Generation Marinara, and you’re busy conquering the UK market. However, these brands did not perform as well as the new target audience. There is a reason why the same toothpaste is called Pepsi Danto in Northern Europe.
Your brand has grown
You have added some great new products or services to your portfolio and they are performing well. You plan to change the brand name to capture new customers and new interests and reflect your new product. For example, if your main company used to provide legal advice to small and medium-sized businesses, but now half of that business comes from financing and providing strategic advice to growing businesses, the logo is untraceable.
Your brand does not match your values
Even if your brand is as responsive and positive as it was in the 1990s, it may not meet the 2021 or 2030 criteria. Check out these food brands that need to be reassessed and retained after public outcry against racism and cultural aggression.
It’s fair. When the two companies converge, there may be changes in strategy, the market targeted by the product/service, or in a market segment. This change is an incentive to change brands.
5 great examples of rebranding
- Old Spice
For deodorants, customers have a choice. Old Spice and NFL player Isaiah Mustafa teamed up to create a series of commercials featuring old Spice in a new look. Old Spice is not boring, but it sends the message that the brand is fresh and relevant. Because the ads were so popular, people started to realize they were antiperspirants again. “Anything is possible if your husband smells of old herbs and not of the wife.”
Bottom line: Build brand consistency and increase brand awareness.
- Coty
Coty (Coty) beauty company is a comprehensive brand reform, new excitement and beautiful identity are born. Visual identity is based on butterflies, symbols – symbols of change, beauty, and diversity. It breathes new life into the brand with very little prior engagement and a poor customer experience.
- McDonalds
“Mcdonalds” automatically reminds you of donuts. Despite being a strong symbol of fame, the brand decided to add a new name “donut” to modernize the customer experience. They changed the look of the store, got a new logo, and renewed the brand image.
Bottom line: If you want to change your name, make sure the audience refers to it anyway. Customize your brand in everything you do.
- Burberry
The luxury brand Burberry is a leader in the fashion industry. This is an iconic windshield and the unique cake boxes are recognized all over the world. But for now, it’s also a brand tied to organizational clothing rather than being a celebrity. Burberry wants to change and rename it to create a new image without giving up its roots.
Bottom line: Even if you want to modernize a form, you should try to keep it stable.
- Energizer
The new logo and new packaging give Energizer a lighter look and an opportunity to differentiate itself from the competition. When you think of most batteries, they are all black with an accent color. Energizer has added new improvements to its rebranding pack that focuses on the famous pink rabbit mascot.
Bottom line: Don’t be afraid to change yourself and take bold steps to stand out. If something works out, like a famous mascot, don’t deviate significantly from the image.
Start your rebranding strategy
If your content and posts are old, consider a different approach. You don’t have to change everything about the brand. Sometimes it’s great to revive some aspect of your business. Have a clear vision of what you want to achieve with your rebranding strategy and keep your dream client in mind throughout the process.
As part of the rebranding, we recommend that you consider the following:
- Are you going to make changes or do you need to change your entire brand?
- Is your target group changing or evolving?
- If your brand is inconsistent, you need to focus on renewing your vision, mission, and values.
- How can a new style guide and logo help you achieve your branding goals?
- Are you preparing a strong statement?
It focuses on long-term planning so you don’t have to change your logo every year. This confuses the customer. Create a strategy to showcase your new look and create new marketing materials to keep people up to date with the latest news. It’s impossible to build a strong brand in the morning. We strive for a strong, recognizable, and coherent brand identity.
Are you ready to get the most out of your brand? Hire social media marketing agency to maximize your marketing performance.
Need help writing your branding style guide? The “Brand Style Guide” contains logo variations, fonts, images, colors, and other repetitive visuals for communication and marketing. Download free resources to help you create your organization’s style guide.
Rebranding Strategy In 2021
1. Create a logo to mimic your brand’s personality
Another important thing in the branding process. It’s about what your brand looks like. This is one step that may require the support of your creative team.
Of course, the most important part of building a brand is creating your company slogan and logo. The logo will be displayed on all content related to your business. You can have it on your business card, custom box packaging, pamphlets, and social media channels. After all, it is your brand identity.
So don’t forget to spend time and money creating a cool logo that will brighten up your business image.
View logos of famous brands such as Apple, Twitter, Facebook, Domino’s, Audi, and others. Their logo represents the company, management philosophy, products, and more. Check the logo at a glance and you will remember the name, product, or another characteristic.
2. Know what to avoid
You know the steps to building your brand identity, but do you know what will cause your brand to fail in the future? This is a checklist that you should consider.
Do not give your customers contradictory information. Keep your message clear and know what you want to convey. Use the correct tone and language for outgoing messages. Just because you like it doesn’t mean your customers will like it.
Another thing to avoid is copying your competitors. They also have branding models, but if you want to deliver the same product/service, we have a strategy that works for you. Review their strategies and make your own standout choices
Likewise, it does not lose the consistency of online and offline brands. Every document presented to a client requires a consistent theme, type, color, and message.
3. Studying customers and competitors
Another step to building your brand image is to research the market. The market is full of people who want something different. Products may not be intended for children and students. Knowing and understanding your customers’ needs for your business is key to building a brand that people will love.
You should also pay attention to what makes your business unique in this industry. Think of ways to provide your customers with a service that no one else can. Analyzing your competition is essential to building a successful brand. You can also see which brand strategy is effective and impactive.
Taking all of this into consideration, you need to make sure the brand’s mission statement is clear. You cannot build your business personality by knowing what your brand is. Conduct a SWOT analysis (strengths, weaknesses, opportunities, threats) to help you better understand your brand.
4. Create a buyer role
The sign is due to the presence of the customer. Not a customer, not a brand. When describing your customers, consider the following factors:
- Age
- Sex
- Income
- Place
- Educational attainment
Consider obtaining the following information to expand your role as a brand buyer:
- Target
- Motivation
- Influence
- There is no pain
- Brand preference
Knowing the right target for your product/service is very important as it will facilitate the branding process. It would be great if the right consumers clicked on your ad and choose to read or watch your content or join your subscriber list.
Follow the above strategies, understand your ideal customer and influence your branding.
