Is it Time for a Rebrand? 5 Examples of Successful Rebranding Strategies
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If you're struggling to connect with your audience, sales are slow, and your brand image needs a facelift, you may be due for a rebrand.
When you're building a business or launching a new product, it's essential to focus on creating a strong brand. It takes time to develop a new name, logo design, website, and brand guidelines for your business. While you may be happy with your initial style guide, plans change, and sometimes companies have to learn to pivot in a new direction.
But how do you know when it's time for a rebrand?
As your business evolves, you may decide to make changes. It's not uncommon for companies to create a new identity to elevate a struggling or out-of-date brand. A thoughtful strategy can provide stellar results and boost sales for your business. At the same time, a rebranding strategy that's rushed can feel sloppy, lack meaning and fail to resonate with customers.
In this post, we'll discuss what rebranding means and show you some top examples of successful rebranding strategies. Let's get started!
Out with the old and in with the new. Rebranding is more than just creating a new logo and updating your website. Before you start to switch things up, focus on what you want to change while keeping your ideal clients in mind.
Is your mission statement outdated? Have your brand values changed? Are you struggling with sales? If you answered yes, start saving ideas for what you want to accomplish with your rebrand and the things you would like to change.
One reason not to rebrand is boredom.
If you're tired of your look and feeling unmotivated to create content or marketing collateral, that's probably not a good reason to start over. If you rebrand when you don't need to, you could confuse customers and alienate them even more. Nobody wants that!
As part of your rebrand, you may want to consider:
When it comes to deodorant, customers have so many options. Old Spice worked with NFL Player Isaiah Mustafa and created a series of commercials that showed Old Spice in a new light. Instead of dull and boring, Old Spice sent a message that the brand was fresh and relevant. The commercials were a hit, and people started to take notice of the antiperspirant again. "Anything is possible when your man smells like Old Spice and not a lady."
Beauty company Coty got a complete brand overhaul, and the new joyful and colorful identity worked. The visual identity was based on an iconic symbol of change, beauty, and diversity: the butterfly. It gave new life to the brand, which previously had minimal engagement and a lackluster customer experience.
Takeaway - Sometimes, a new look goes a long way. Go big, or go home!
Say the word Dunkin, and you automatically think about donuts. Although that’s a symbol of strong brand awareness, the brand decided to drop the word "donuts" in a rebrand to modernize customers' experience. They changed the look of their stores, got a new logo, and freshened up their brand messaging.
Takeaway: If you're going to change your name, make sure it still resonates with your audience. Be consistent with your branding in everything you do.
Luxury brand Burberry is a powerhouse in the fashion industry. It's iconic trench coats, and distinct tartan plaid is recognized around the world. But there was a time when it was also a brand associated with gang wear instead of celebrities. Burberry wanted to change that and rebranded to create a new image without abandoning their roots.
Takeaway: Strive to keep your authenticity, even when you want to modernize your look.
A new logo and new packaging gave Energizer a lighter look and a chance to stand out against competitors. When you think of most batteries, they're all black with an accent color. Energizer focused on its highly recognizable pink bunny mascot and put a new spin on their rebranding package.
Takeaway: Don't be afraid to make a bold move to switch things up and stand out. If something is working, like a mascot that everyone knows, don’t stray too far from that image.
If your content and message feel stale, consider a fresh approach. You don't have to change everything about your brand; you may just need to breathe new life into some aspects of your business. Have a clear vision of what you want to accomplish with your rebrand strategy and keep your dream customers in mind throughout the process.
Focus on a long-term plan, so you're not changing logos every year. That creates confusion for customers. Design a strategy to roll out your fresh look and create new marketing collateral to let people know what's new. It is impossible to build a strong brand in a day. Strive to create a strong brand identity that's recognizable and consistent.
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Need help creating a Brand Style guide? A Brand Style Guide includes your logo variations, fonts, images, colors, and any other visual elements that repeat in your communications and marketing. Download our free resource to help you create a Style Guide for your organization.
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