The business world is constantly changing and evolving. Companies run through marketing campaigns, public relations, and product expansion to stay relevant. Unfortunately those efforts are not always enough to keep up. Long-standing companies may have to come to terms with the fact that their brand is out-of-date. Rebranding allows a company to overhaul their public image and hopefully jump right back into healthy competition with other modern businesses. Rebranding can involve a logo redesign, philosophy changes, redirecting marketing efforts, and much more. You may be surprised to see what some of your favorite brands have evolved from. Here are a few examples of successful rebrands:
If you need to rebrand your company, use these 5 essential questions to help you through the process:
1. What prompted the need to alter the brand?
Answering this question will help pinpoint problems in the current branding strategy. This will also help you to make sure you’re not fixing something that isn’t broken. Rebranding comes with a fair share of risks so it’s not a practice to be used without cause.
2. Am I marketing to the same audience as before?
Your philosophy, location, and clientele may change over time. Take the time to assess if you’re aiming your efforts towards the areas where it will matter.
3. What do I want the new brand image to say about my business?
Your brand image should be the visual embodiment of your company philosophy. Research and study reactions to the new image to ensure the message will be clearly conveyed to the public.
4. What do I hope to accomplish with the new marketing direction?
Are you trying to refine/mature your business image or go in a completely new direction? Are you trying to increase sales in your current market or appeal to new demographics? Having specific goals for the new brand will help you to measure the success of your rebranding.
5. Can the new brand image stand the test of time?
Rebranding is a difficult process. You have to find the right imagery, statements, and marketing angle. You are also at the mercy of the consumers’ opinion. All these risks dictate that you should avoid rebranding often. Make sure your new brand image will last for years to come. Don’t use designs based on trends. Use style elements that have prevailed through time. Simple designs tend to have more staying power as well.
Just be careful about how your new image will be perceived by the public. Pepsi’s recent logo redesign is a great example of this concept: