If you’re first beginning a enterprise, branding is probably going the very last thing in your thoughts. In spite of everything, it is arduous to take a seat down and flip by means of fonts when you will have so many priorities to juggle.
Whether or not your branding efforts began (and ended) with a emblem jotted down on a serviette, otherwise you whiteboarded your means by means of the whole branding process, someplace alongside the way in which issues stopped working.
In the event you’re contemplating a rebrand, preserve studying to discover ways to rebrand an organization, plus examples of different manufacturers who’ve efficiently rebranded their web site, identify, emblem, or whole firm mission, and objective.
Desk of Contents
The Right (and Wrong) Reasons to Rebrand
Rebranding Strategies for 2023
What’s rebranding?
Rebranding is when your organization rethinks your advertising and marketing technique with a brand new identify, emblem, or design, with the intention of creating a brand new, differentiated identification within the minds of consumers and different stakeholders.
Okay, now that we all know what rebranding is, let’s be sure to have the proper causes to rebrand.
The Proper (and Fallacious) Causes to Rebrand
Rebrands are sophisticated and carry large dangers.
Even large manufacturers aren’t immune — simply take a look at Uber. After redesigning its emblem, 44% of people had been uncertain of what its emblem represented.
In the end, realizing the dangers of rebranding may help you identify whether or not or not you are leaping right into a rebrand for the correct causes.
In the event you’re contemplating a rebranding as a result of gross sales have been gradual or model consciousness efforts aren’t paying off, you would possibly need to rethink — these points can doubtlessly be solved by making a new marketing strategy or conducting market research to establish the underlying trigger.
However in case you’re contemplating a rebrand as a result of your organization’s imaginative and prescient, mission, values, and market are not mirrored in your model, then a rebrand is perhaps the correct resolution.
There are a number of different main causes you would possibly contemplate a rebrand, together with:
New places
You would possibly have to refresh your model in case you’re increasing to worldwide markets that will not establish along with your present emblem, messaging, and so forth.
Market repositioning
Manufacturers are designed to attach corporations with their clients, so in case you reposition what you are promoting to focus on a very new buyer profile — whether or not by means of product, place, value, or promotion — your model might want to comply with swimsuit.
New philosophy
What you are promoting’s mission, imaginative and prescient, and values ought to govern each resolution you make — together with model selections. In case your MVV are shifting and pivoting the path of what you are promoting together with them, you’ll have to reevaluate your model.
Mergers and acquisitions
When two corporations merge collectively, two manufacturers come collectively as properly. If your organization was acquired or joined with one other firm, you possibly can’t simply let each manufacturers battle it out. Discovering a brand new model that displays the brand new entity will stop confusion and construct belief.
Moreover, listed here are a number of causes not to rebrand:
Boredom
Too typically, individuals contemplate a rebrand as a result of they’re sick of seeing the identical emblem and slogan daily. If you’re beginning to really feel stressed along with your model, keep in mind that your clients (who see it a lot much less incessantly) would possibly love — or rapidly acknowledge — that signature colour you’ve got come to detest.
Masking up a disaster
Whether or not you are working in opposition to inner points or keeping off unhealthy press, a rebrand is not the reply. Most shoppers and workers are good sufficient to see proper by means of your rebrand and acknowledge it for what it’s — a cover-up.
Impression and ego
For brand new managers, a rebrand would possibly appear to be the quickest technique to make your mark. However most new managers aren’t implementing the form of institutional change that justifies a rebrand. Most of the time, new management that insists on a rebrand is doing it extra for themselves than the corporate.
In search of consideration
Possibly gross sales have been floundering, or maybe model consciousness efforts aren’t selecting up. Both means, leaping right into a rebrand is the improper transfer.
At finest, you’ll generate some short-term buzz with none gross sales and advertising and marketing technique to maintain it. At worst, you will lose no matter model recognition you had and set again your gross sales and advertising and marketing efforts.
In the event you’ve decided a rebrand remains to be the correct selection for you, preserve studying to discover ways to devise a rebranding technique.
Rebranding Technique
To efficiently implement a rebranding technique, you will need to begin by figuring out whether or not your model wants a partial or complete rebrand. Subsequent, re-establish your model’s goal market by means of analysis to establish what demographic you are hoping to draw with a rebrand. Lastly, redefine your organization’s imaginative and prescient, mission, and values, and use these new definitions as guideposts to your technique.
Your rebranding efforts could embrace:
1. Altering your emblem.
One of many predominant methods of rebranding is altering your emblem. Utilizing a brand new emblem will let your clients know that your model’s identification is totally different. You can also make it sleeker, use totally different colours, and so on. The principle purpose to vary your emblem is so it matches with the brand new identification that you simply’re advertising and marketing with the rebrand.
Professional Tip
Use your model’s imaginative and prescient, mission, and values to encourage your new aesthetic.
For instance, bathtub and physique model b.a.r.e. represents itself with a hand-drawn emblem that provides an genuine, down-to-earth really feel, identical to the elements in its merchandise.
In the event you want some emblem inspiration, try this helpful guide.
2. Shifting model place.
After altering your model emblem, it is essential to additionally shift your model positioning. You may’t simply change your colours and emblem and name it a day. The content material that you simply’re advertising and marketing wants to speak a sure message, whether or not that is your mission, values, or imaginative and prescient. Shifting your model positioning will let your clients know what your new mission, values, or imaginative and prescient is.
Professional Tip
Chances are high, you will have to reestablish a unique selling proposition. Take inventory of what distinguishes your model from the group — even when means admitting {that a} competitor has a leg up in a sure space. This may allow you to higher join with you target market and perceive your place out there.
3. Creating new adverts.
As soon as you recognize what your emblem and messaging will sound like, it is time to create new commercials and content material with this messaging in thoughts. These adverts ought to clearly talk the modifications to your model and what they imply for purchasers. This may help you attract a brand new demographic and attain bigger audiences.
Professional Tip
It is easy to overlook all of the locations the place your previous branding seems. Earlier than launch day, make a listing of locations to examine, together with touchdown pages, previous e mail templates, search advert copy, and advert extensions.
4. Altering your model’s voice.
Lastly, when it is time to rebrand, you will need to change the model’s voice. Your model’s voice is the angle that you simply write all of your advertising and marketing content material from. Your voice is both formal, causual, witty, and so on. In the event you’re rebranding, it is sensible to vary your model’s voice and announce your rebrand in your new tone of voice.
Professional Tip
It is useful to think about your model as an individual. In the event that they stroll into a celebration, are they cracking jokes and being the lifetime of the occasion, or are they skilled and no-nonsense? Use your model persona to tell you model voice.
Now, let’s keep in mind that bot all rebrands are created equal, so let’s first contemplate whether or not a partial or complete rebrand is the best choice for what you are promoting.
Partial versus Complete Rebrand
The extra established what you are promoting and model, the extra you must lose from a rebrand.
If what you are promoting is extra mature, a partial rebrand may help you keep the model loyalty you’ve got constructed, whereas refreshing your picture to maintain up with altering occasions.
Consider a partial rebrand as an adjustment targeted in your visible model identification to swimsuit new choices or markets — as opposed to an entire identification disaster.
That is to not say {that a} partial rebrand cannot be efficient. Simply take a look at Previous Spice. The boys’s deodorant firm redefined its place out there and has seen massive growth every year since repositioning the model — all whereas retaining what made Previous Spice cool within the first place.
Nonetheless, in case you’re present process a whole identification shift and your organization’s mission, imaginative and prescient, and values are altering, a complete rebrand is perhaps so as. This selection is usually suited to conditions like mergers, product overhauls, and different equally foundational shifts.
Right here, every little thing is on the desk — out of your identify to your objective, your market, or your model identification.
If a partial rebrand is a fast touch-up, the full rebrand is a whole makeover.
As soon as you’ve got decided whether or not you want a partial or complete rebrand, check out the next 5 steps you will need to implement to efficiently rebrand.
How you can Rebrand a Firm
- Reestablish your model’s viewers and market.
- Redefine your organization’s imaginative and prescient, mission, and values.
- Rename your organization throughout a rebrand.
- Rethink your model’s slogan.
- Rebuild your model identification.
- Monitor model sentiment.
- Plan a profitable launch.
1. Reestablish your model’s viewers and market.
After intensive market analysis, together with focus teams and analyzing the info, you’ve got seen one thing startling — your clients (or rivals) aren’t who you thought they had been.
Possibly it is a demographic with which you by no means thought you’d have interaction. Alternatively, possibly there is a new competitor available on the market and its services or products are immediately competing with yours.
And you’ve got the info to show it.
Check out who’s really shopping for from you — and who they’re shopping for from, as a substitute of you. Evaluating this in opposition to your preliminary goal market and viewers would possibly reveal some stark variations.
As soon as you’ve got established your precise market and viewers, you are prepared to begin rebranding your organization to attach along with your clients (and outsmart your rivals).
2. Redefine your organization’s imaginative and prescient, mission, and values.
What are you doing? How are you doing it? Why are you doing it?
If you’re re-evaluating your imaginative and prescient, mission, and values throughout a rebrand, these are the three questions you will have to ask your self. Whereas it is easy to take your messaging foundations as a right, they’ll change as an organization grows.
New merchandise, priorities, companies, or stakeholders can utterly undo what as soon as appeared like a given.
Listed here are a number of main elements of your organization you will need to analyze to resolve which half(s) of your organization want somewhat TLC.
Imaginative and prescient
It is a large one. Imaginative and prescient acts because the North Star for each motion your organization undertakes, so it is important you will have a agency understanding of your imaginative and prescient earlier than transferring ahead.
moreover, maybe over time your imaginative and prescient has modified. That is okay, but it surely’s important you redefine your imaginative and prescient as rapidly as doable to make sure all of your workers are making selections with that imaginative and prescient in thoughts.
If you’re rebranding, firm imaginative and prescient will have an effect on every little thing out of your web site redesign to your hiring course of.
Mission
If imaginative and prescient is your what, mission is your how. Possibly you are still moving into the identical path, however the way in which you are getting there has modified. In the end, your mission is your organization’s roadmap.
When your mission modifications, your messaging wants to vary as properly — making it simply as essential as imaginative and prescient throughout a rebrand.
For example, Sweetgreen’s mission statement is “To encourage more healthy communities by connecting individuals to actual meals.” This motto will assist outline every little thing about Sweetgreen’s model, from the photographs they use in commercials to the language they use in press releases.
Values
Your values act because the why behind your model. They’re why you are working in direction of your imaginative and prescient, and why you are devoted to your mission.
However, as manufacturers broaden and alter, a few of their founding values would possibly grow to be unsustainable. If you cannot help your previous values otherwise you’ve come to prioritize new ones, you will have to replace them to replicate what your organization really values immediately.
Model Voice
As your imaginative and prescient, mission, and values change whereas rebranding, the way in which you convey these points of your organization can even have to vary. The vocabulary, tone, and voice you utilize to your model should match your message. So, if what you are saying is altering, the way you’re saying it might want to change, as properly.
3. Rename your organization throughout a rebrand.
Altering names is an enormous enterprise, one that may value you model recognition and natural search visitors in a single fell swoop. So, in case you’re renaming your organization as a part of your rebrand, be sure to have a plan for restoration as a part of your post-rebrand technique.
On the entire, in case your identify nonetheless matches, your finest plan of action is to maintain it. But when your present identify is a mismatch to your firm identification, it is perhaps time to return to the drafting board. To assist make that drafting board rather less daunting, listed here are some starter concepts for the renaming course of:
- Make a brand new phrase
- Use an previous phrase in new methods
- Say what you do (actually)
- Modify a phrase’s spelling
- Add a prefix or suffix
- Look to different languages
- Deliver two phrases collectively
- Create an acronym
- Use a location
In the event you’re revisiting your identify whereas rebranding, deal with alignment along with your model’s imaginative and prescient, mission, and values — extra than simply what sounds good. That means, your new identify has a greater likelihood of supporting your long-term development and objectives.
4. Rethink your model’s slogan.
An excellent slogan is catchy and captures your organization’s mission and imaginative and prescient. It is your firm’s objective, condensed. Not like altering names, altering slogans is somewhat simpler to your advertising and marketing efforts. However like altering names, it’s best to nonetheless contemplate it rigorously.
First, it is important you ask your self, why do you actually need to change your slogan?
It is easy to fall into the lure of hating your slogan since you’ve heard it so many occasions. But it surely’s that very same repetition that builds model recognition. Despite the fact that you may need gotten sick of your slogan after seeing it always, your clients would possibly find it irresistible.
In the event you’re on the fence, you possibly can maintain focus teams to see if the slogan is basically resonating. If it is not, you may get some new concepts for slogans with these beginning factors:
- Make a declare
- Get metaphorical
- Use poetic language
- Present directions
- Leverage labels
- Praise clients
5. Rebuild your model identification.
The tangible components you utilize to speak your model may need been in play for a number of years by the point you start thinking about a rebrand. This implies you’ve got doubtless had loads of time to rethink their strengths and weaknesses earlier than changing them.
You would possibly need to redesign your emblem, use new colours in your model materials, and even create new model tips. Listed here are a number of widespread modifications you would possibly make as a part of your rebranding technique:
Your Brand
Possibly you really liked your emblem if you first began your organization, however you are discovering your clients by no means actually appeared to “get it”. Alternatively, maybe your emblem wants a refresh to replicate the opposite main modifications you’ve got made internally.
In the event you’re trying to do a emblem redesign, going again to the fundamentals of what makes a great emblem will allow you to to get it proper this time.
Keep easy. Jamming as a lot symbolism as doable right into a emblem typically would not work out too properly. However that is a tough reality for younger corporations who’re nonetheless attempting to show themselves. Now that you simply’re extra established, present your confidence with a easy emblem.
Make an impression. Possibly you went the alternative route in your unique emblem design and had been too afraid to be daring, so that you caught with one thing protected. Your emblem is not price a lot if individuals cannot keep in mind it, so if you’re redesigning your emblem, do not accept one thing that will not stand out.
Be adaptable. One factor you may need realized along with your first emblem is its limitations. Now that you recognize what shapes or kinds may not be as versatile for the channels what you are promoting really makes use of, bear these in thoughts in the course of the redesign.
Purpose for acceptable. As corporations mature and get to know their clients higher, a emblem that may have made sense at launch may now be thought of utterly improper for that firm’s goal market.
Look to the long run. As enjoyable as rebrands may appear, you do not need to do that yearly, so actually take a look at your imaginative and prescient, mission, values, and objective and contemplate whether or not this new emblem can help them in the long term.
Keep through-lines. Like your identify, your emblem is certainly one of your model’s most memorable elements. If you’re rebranding, keep away from shedding an excessive amount of model recognition by attempting to take care of the elements of your previous emblem that labored. In the event you can preserve a way of continuity, you can carry over among the model recognition your previous emblem initially had.
If we take a look at a number of emblem redesigns from 2019, we are able to see this course of in motion. Take Zara and The Knot, for instance, two corporations that modified their logos in the previous few years:
In these model updates, components of the previous model carry by means of. Zara saved its daring, black lettering, however pushed the kerning tighter and switched one Serif font for one more. The Knot, then again, stayed in the identical typography household with a Script font, however swapped blue for orange of their colour scheme.
Selecting Your New Shade Palette
Shade can have a huge effect in your model — in reality, some colours are actually synonymous with the manufacturers that use them, like McDonald’s yellow. However choosing the right color will be tough, and as your organization develops, your colour would possibly want a brush up.
Taking a look at your model colours with contemporary eyes utilizing colour psychology and competitor analysis may help you consider whether or not they’re working with (or in opposition to) the model picture you are trying to undertaking.
Moreover, now that you have been working along with your colour(s) for some time, you’ll have seen that the way in which your colours present up on-screen vs. in-print is not constant. When contemplating colours throughout your rebrand, examine to make sure the colour seems the identical on a wide range of model supplies.
Typography
Like your colour, your unique font could have proven up otherwise in follow than in principle. If you’re reevaluating fonts, pay shut consideration to what labored and what did not along with your previous font, together with any difficulties you had — like accessing the font for net design or PowerPoints.
You may also need to contemplate whether or not your font is in keeping with any markets or messages uncovered whereas rebranding. In case your clients are extra mature than you initially anticipated, that tremendous hip Sans Serif font is perhaps higher off as a extra conventional Serif font. In spite of everything, the medium is the message.
And now that you recognize your advertising and marketing channels, you can make extra educated selections on weight and cuts — like which fonts present up properly, and which go away your phrases wanting wonky.
Shapes and Imagery Revisited
Like your emblem, colour palette, and typography, your imagery and shapes play an important position in your model identification. In the event you’re altering any of your model’s different visible components, it is price reconsidering your imagery and shapes to maintain every little thing cohesive after you’ve got rebranded.
But it surely’s not sufficient to your rebrand to look cohesive — it must help the core messages of your model, as properly. At each step within the branding design course of, be certain that the what, how, and why behind your model are additionally behind your new model identification.
Constructing New Model Pointers
If you are going to undergo all the difficulty of making a brand new model identification for what you are promoting, you higher be sure to use it appropriately. Having (and really utilizing) model tips will allow you to preserve your model constant after the transition.
Model tips are particularly crucial for logos. Brand tips are designed to make it as simple as doable for purchasers to see, acknowledge, and keep in mind your emblem — making up for any misplaced familiarity that comes with a rebrand.
Listed here are a number of components to think about when writing your emblem tips:
- Brand components. What visible components make up your emblem? When and the way are every of them used?
- Shade variations. What does the coloured model of your emblem seem like? What about black and white? When are every of those used?
- Clear house. Additionally referred to as padding, that is the house round your emblem that forestalls overlap or obscuring. Purpose for at the least 10% of width always.
- Unacceptable makes use of. What can by no means be achieved to your emblem? What colour variations, rotations, scaling, and so on. do you need to keep away from?
You may need to have your tips available in case you’re doing a web site redesign, making a rebrand marketing campaign, or creating different advertising and marketing supplies.
6. Monitor model sentiment alongside the way in which.
If you’re designing all the brand new components to your rebrand, it is essential to get suggestions from clients. You may conduct focus teams and see if the brand new branding photos and messages talk your new mission, worth, and imaginative and prescient. If you aren’t getting optimistic suggestions, it is perhaps time to return to the drafting board.
One of the vital essential steps in rebranding is monitoring model sentiment earlier than, throughout, and after a rebrand launch. You may take a look at model sentiment earlier than a rebrand and see what clients really feel negatively about. With this in thoughts, you possibly can conduct your rebrand strategically, including new messaging that aligns along with your viewers.
After you’ve got evaluated the suggestions earlier than a rebrand, and examined your new rebranding components in a spotlight group, it is time to launch your rebrand.
7. Plan a profitable launch.
Launching a rebrand is not so simple as altering the colours, fonts, or emblem in your website. A rebrand is about speaking your new message: What’s your new mission, values, and imaginative and prescient? To speak this, it is essential to plan a profitable rebranding launch.
This could embrace posting commercials on-line, in print, on TV, on radio, and so on. Then, you will need to announce the launch of your rebrand with a press launch in your website and a put up in your social media channels that claims precisely why your organization wanted a rebrand and what this rebrand means for the way forward for your organization.
At its finest, a rebrand can act as an incentive to stay constant and on-brand in all of your advertising and marketing efforts transferring ahead — one thing that may slip in companies over time.
Now that we have explored numerous points of rebranding, let’s check out examples for additional inspiration.
Rebranding Examples
- Chobani rebrand
- Candid rebrand
- Dropbox rebrand
- Pet Meals Specialists rebrand
- Dunkin Donuts rebrand
- IHOP rebrand
1. Chobani
In 2017, Chobani made a few major changes to their brand in an effort to face out within the crowded, oftentimes homogeneous-looking yogurt business.
First, they shifted their identification from a yogurt firm to a “food-focused wellness firm” with a brand new mission — “Combating for fortunately ever after.”
Underneath their Impact page on their website, you will see the assertion, “A very powerful factor we make is a distinction. It is all the time been about greater than yogurt.” You may see this deal with well being and vitamin of their commercials and their new merchandise, together with Much less Sugar Greek Yogurt and Chobani Flip Yogurt.
Moreover, as proven above, Chobani modified its packaging — as a substitute of utilizing plain white cups with fruit pictures, they redesigned their product packaging utilizing nineteenth century American folks artwork with a wide range of colours. Their rebrand helps their merchandise stand out from the opposite plain white yogurt packages on the cabinets.
2. Candid
Rebranding is commonly a great resolution after two corporations merge.
For example, Basis Middle was the most important supply of details about philanthropy globally, and GuideStar was the most important supply of knowledge on U.S. nonprofit organizations. In 2019, the 2 organizations joined forces to grow to be Candid, enabling each foundations to reinforce the companies they provide to hundreds of thousands of people that depend on them to assist make the world a greater place.
In the event you go to Basis Middle’s web site, you will see a message that reads: “Basis Middle and GuideStar are actually Candid. You had been redirected to candid.org from foundationcenter.org.” The previous GuideStar web site remains to be seen and usable, however there may be an evidence of the brand new company entity and a hyperlink to Candid’s web page.
Candid, the brand new merged basis, now boasts a smooth web site with a mission assertion, guiding rules, and a imaginative and prescient that mixes the most effective of each Basis Middle and GuideStar.
3. Dropbox
In 2007, Dropbox launched as a file-storage and file-sharing net service — however in 2017, the corporate now wants you to think of them as ” the connective tissue for groups and companies of all sizes”. As a substitute of only a file-sharing service, Dropbox is now a full suite with APIs, instruments, and integrations.
Together with the inner mission shift, Dropbox refreshed its emblem to replicate its new merchandise. In a press release relating to the brand new emblem, the Dropbox design team said, “Our previous emblem was a blue field that implied, ‘Dropbox is a good place to retailer stuff.’ The brand new one is cleaner and easier. And we have developed it from a literal field, to a group of surfaces to indicate that Dropbox is an open platform, and a spot for creation.”
4. Pet Meals Specialists rebrand
Pet Meals Specialists has a full timeline on their website that displays all firm modifications since 1936, when the corporate first opened.
Among the many most notable are the corporate’s identify change from “Rumford Pet Middle” to “Pet Meals Specialists” (in an “effort to ascertain itself individually from the Rumford Aquarium”), and the brand redesign in 2008. The 80-year-old firm has grown considerably over time, and is now a significant distributor of pet merchandise from coast-to-coast.
To replicate their change and development over time, the corporate has taken quite a few profitable steps to constantly refresh their model to replicate their merchandise and values as they alter over time.
5. Dunkin’
Starting in January 2019, Dunkin’ Donuts adopted a brand new emblem that dropped the “Donuts” on their identify — now, indicators, logos, and advertising and marketing supplies merely learn, “Dunkin'”.
The brand new identify signifies the businesses deal with espresso — Tony Weisman, Chief Advertising and marketing Officer, Dunkin’ U.S., said in a statement, “By simplifying and modernizing our identify, whereas nonetheless paying homage to our heritage, now we have a possibility to create an unbelievable new vitality for Dunkin’, each in and out of doors our shops.”
Regardless of the change in identify, Dunkin’ continues to make use of the identical pink and natural colours and iconic font to make sure long-time clients proceed to acknowledge the model.
6. IHOP
As you’ve got doubtless gathered from this put up, a rebrand is a incredible alternative to refresh your public notion and get shoppers’ consideration.
Which is precisely why IHOP used a rebrand as a advertising and marketing ploy to get individuals to concentrate to their new product — burgers. In 2018, IHOP announced that it was rebranding as IHOb, the Worldwide Home of Burgers. It started utilizing IHOb on social media, its web site, and in-store promotions.
Finally, IHOP admitted its rebranding was a joke to get individuals to concentrate to their new line of floor Angus floor beef burgers. And, sadly, IHOP has since switched again to its unique identify and emblem.
Their “joke rebrand” was a wise play — it incentivized individuals to both vehemently struggle for the significance of IHOP’s most essential product (pancakes), whereas additionally calling consideration to their different choices.
Unhealthy Rebranding Examples
1. Comcast
Comcast has been recognized to have the most hated customer services in the United States. So the corporate determined to vary their identify and rebrand their emblem to xfinity.
Nonetheless, the corporate did not change its historical past of unhealthy practices. Superficial updates like a reputation change and emblem change will not assist your organization if model identification and model popularity would not comply with.
Whereas the corporate may have labored on enhancing buyer help, they spent cash on a beauty improve, which did not assist them earn the belief again from their clients. To earn your clients belief, you must hearken to them. You may’t simply rebrand your visible identification whereas making no substantitve modifications.
2. Hole
Keep in mind that checklist of causes to rebrand and causes to not rebrand above? Hole made the error of rebranding for seemingly no purpose. The corporate modified their emblem and precipitated outrage amongst its clients. Solely 6 days later, the corporate went again to the previous design.
The brand new emblem did not talk something concerning the model, and actually took the persona out of the model’s emblem. Moreover, clients had an emotional bond with their emblem, and altering it for no purpose precipitated upset clients.
3. Weight Watchers
Weight Watchers modified its identify and emblem a number of years in the past to shift its focus from weight-loss to wellness. Nonetheless, with their new identify “Wellness that Works,” clients weren’t certain if the product choices had been going to vary.
The shift from weight-loss firm to wellness firm left clients confused. And this wasn’t a nasty concept for a rebrand, nevertheless it is essential that your product choices both change along with your new identification or do not rebrand in any respect.
Altering the identify of your organization should not confuse clients — it ought to make your choices extra clear.
Moreover, if you are going to shift your identify and product choices, it is essential to speak that message clearly. This rebrand failed as a result of the message wasn’t clearly communicated and clients had been confused.
Are You Able to Rebrand?
Now that you recognize every little thing a rebrand entails, it is time to contemplate if and the way you need to rebrand your personal enterprise. Whether or not you find yourself going with a emblem redesign, a web site redesign, some refreshed messaging or a whole model overhaul, these steps may help you to think about your finest technique for constructing a model that will get it proper this time.
Editor’s observe: This put up was initially printed in August 2014 and has been up to date for comprehensiveness.
