Have you ever wondered why companies change their logo? But the funny thing is, you rarely know WHY they did it. Brands are made for people, and like people, businesses grow and change. Sometimes businesses — or rather their owners — feel the need for the change for the better. Do you remember Netflix before 2016? Much likely not. But they too, rebranded, and it was more than just their logo. In fact, a rebrand is likely less about the logo and more about your positioning and innovation. There are many reasons for a rebrand, but the main sentiment is a feeling of disconnection with the customer one way or the other. When there’s something amiss, there may be a need for a rebrand.
Truu Glimpses: Whenever we work with businesses who feel like rebranding, an “itch” is always there. Businesses normally feel like changing their visuals, but the solution always has to do with repositioning and strategy. Before thinking about the visuals, we like to understand what drives the change, what the market thinks and what is the desired result.
1 – Change of leadership or managerial adjustment
When one buys a house, a renovation is a normal practice. It’s sometimes a similar feeling that drives a new CEO to seek a rebrand. Whether it is a new CEO, a new philosophy, new business partners…
New has smell of fresh, and a rebrand may be a fresh start for a new CEO, a new beginning with a revisited vision and mission.
2 – Change the perception / reputation of the firm
A bad product or a happenstance may be the reason to seek a rebrand. When something goes wrong (and in business it inevitably it goes, but sometimes it goes too wrong), a firm may feel the need to learn from its mistakes and seek a new beginning with a new light and a new brand.
There’s nothing wrong to change if something doesn’t work, whether it’s in an internal or an external force. In the case we mentioned of Netflix, they were renting DVDs and decided that streaming was a better idea (look where they are now). It was a pivot of their service, still in the same brand but with a new position, market and philosophy.
3 – Modernize an old brand
Successful brands may seek to modernize their brand so that they can keep up with the fast changes in the market. This kind of rebrand is also caused by a change of philosophy, albeit less drastic. Brands are seeking a simplified and minimalistic approach to their brand so they can focus on creating content for brand awareness and online marketing, and to quickly develop modern and campaigns.
A rebrand is not a sign of weakness, it is a sign of growth. Some cases the growth is driven by a mistake, sometimes it is a need to keep itself relevant, stand out and be part of a community.
The visuals of a brand online is vital, and sometimes old, outdated brands just don’t make the cut of customers who shop and follow brands online. They are more and more demanding, and attracting their attention is become increasingly more difficult.
4 – Attract the right kind of customers and personnel
Sometimes, when you create a brand you expect and plan to attract a certain kind of clientele, but you end up attracting another kind. It’s perfectly normal, and you can gain a lot of insight from your ideal customer and what they are actually seeking from companies like yours: what you think they need may not be what they really need or you haven’t found out the sweet spot yet. A good way to start realising it is by watching what your direct competitors are doing that you should be doing as well, and seeking to do it better and with your own twist.
The reality is, your brand, product and service are only as good as the market thinks they are, and thus a strategic rebrand will help you find the sweet spot in the market that you seek.
The first step for a rebrand
The first thing you need to think about when rebranding is why. A rebrand might not be the immediate answer for all your problems, but it might help you boost the perception of your business and assist on the marketing of whatever changes you might need to coordinate with it.
Knowing the why helps you determine what kinds of expectations you might have of a rebrand, and why your businesses does what it does. Going back to the root of the reason of its existence and pairing it with a need of change may help you find your next big vision.
What a rebrand means
Rebranding a business is not just changing the logo. It is actually quite far from that and couldn’t be a bigger misconception to think a rebrand is only a new logo and maybe a new colour palette. When we see that Pinterest, Instagram or Burberry changed their logos, we are seeing just a fraction of the work and effort that is put on the change. In 99% of the cases, the real reason never spreads too far away from the press release.
A rebrand means a change of focus and a new approach on the communication with customers and company culture. A successful rebrand is always backed up by an effective strategy to see it through.
As with a new brand, you always need to make a lot of research and gather as much data as possible in order to develop the brand as accurately. Sometimes, all that it takes is keeping the audience updated on the progress of your rebrand. Involving your customers directly might cause more chaos than help, however keeping them on the loop will help you set up a successful launch, easing the change into a new philosophy.
There will always be people stuck in the past, but you can’t please everyone. What you can do is a promote a communication channel with your customers so you can manage a successful brand launch.
What about a new name?
Sometimes, a new name may be required when rebranding. Normally, businesses decide to change their names when new partners are involved or to disconnect from a bad reputation. Just like with any change, the reason behind a new name can be simply a conflict with another brand, an intent to create a new category in the market, like Xerox became a verb, or when your business suffers a loss of any kind and you need a second chance.
Choosing a new name doesn’t necessarily mean starting from square 1, a lot of processes and systems can be re-used, as long as in a unbiased manner that allows the old mistakes to be left behind.