Rebranding is tough. What makes a successful rebrand? The solutions may be very different, depending on the goals you want to achieve. In this blog post we will examine the motivations behind rebranding and why or why not it may be needed.
Changing the appearance of an established brand can be a bit daunting. The first step is to decide if you do indeed need to rebrand, and why. Once you get that down, you’re just about halfway there. The rebranding process involves significant changes and updates to reshape your identity and public perception. Your audience will let you know when you are doing things right (or wrong), so a good approach to finding out might be to talk to them about how you can better serve their needs and then ask yourself how you can best provide for them.
Understanding Rebranding
Rebranding is a strategic move that gives a company a fresh look and feel. It involves changing your name, logo, or overall image to create a new identity that better fits your goals and resonates with your audience. Rebranding can be a response to changes in the market, industry, or consumer preferences. A successful rebrand can significantly boost brand recognition, loyalty, and revenue. By aligning your brand with current trends and customer expectations, you can ensure that your business remains relevant and competitive.
Here are a few signs you may be ready for a new logo rebrand:
1. Your company seems dated compared to competitors in your industry. 2. Products and services have changed significantly over time. 3. New technologies have changed the way your business functions. 4. There has been a shift in the demographics for your services.
Each of these problems has a number of its own unique solutions. For example, if your logo just feels dated and your business holds all of the same values and services it had previously, you may want to go with a simple refresh and keep more of the equity you have in your current brand voice. When planning a rebrand for your own business, it is crucial to consider key insights and strategies to apply learned lessons in practical scenarios.
Here are a couple examples of rebrands that successfully updated the image of the companies they represent by addressing some of the above points:
Key Elements of a Successful Rebrand
A successful rebrand requires a combination of strategic objectives and creative ideas. It should be driven by a clear understanding of the brand’s purpose and vision. This means knowing exactly what your brand stands for and where you want it to go. A rebrand can help a company to evolve and adapt to changes in the market, seizing new opportunities and expanding into new markets. It’s not just about changing the logo or colors; it’s about redefining the brand’s position and ensuring that every element of the brand reflects this new direction.
Visual Identity and Design Trends
A visual identity is a crucial element of a successful rebrand. It includes the logo, color palette, typography, and imagery that represent the brand. A well-designed visual identity can help to create a consistent brand image and make the brand more recognizable. Current design trends such as minimalism, sustainability, and digitalization can also play a significant role in shaping the visual identity of a brand. By incorporating these trends, you can create a fresh brand identity that resonates with modern consumers and stands out in a crowded marketplace.
Tripadvisor
The recent Tripadvisor refresh does a great job of updating the look of their redesigned logo without losing much of its original appeal. It’s not an enormous change visually, but in practice the logo feels much more modern and refined. The updated line work on their owl mascot, Ollie, feels much more friendly compared to the strange stare of the old icon. It also comes along with its own custom font, Trip Sans, which gives the typography its own unique flavor.
But what if you have a larger shift in your products, services, or technologies…etc? It may be time to reflect that in your brand strategy and take some bigger steps.
Mailchimp
Since its beginning, Mailchimp has grown to provide services in multiple areas of online marketing. And with the continued growth of email marketing and more people than ever building businesses on their own, the new design is a welcome and necessary change.
Mailchimp’s 2018 rebrand makes sweeping changes to the company’s image. The cheeky attitude is still there, but now in a much bolder and more modern form. Their mascot, Freddie has been given a spot in the logo for the first time, as well as a really nice one-color treatment. The rebrand reflects Mailchimp’s commitment to brand authenticity, emphasizing customer feedback and innovation. And the new use of color and a painterly illustration style give the brand a whimsical and aspirational feel.
Illustrations via Mailchimp
A great rebrand isn’t only about a logo or even other visual changes. It can address multiple areas of your business, from the language used, to how you structure your customer service. All of these pieces come together to represent your brand. So it is important to make changes broadly to ensure that you create a consistent and cohesive voice.
Illustrations via Mailchimp
Challenges and Missteps
Rebranding can be a complex process that requires careful planning, research, and execution. One of the biggest challenges is alienating loyal customers who have known the prior brand for years. Customers may resist changes in brand identity or positioning that they don’t understand. There are also significant costs associated with rebranding efforts like developing a new logo, marketing campaign, and materials. To mitigate these risks, it’s essential to communicate the reasons for the rebrand clearly and involve your audience in the process as much as possible.
Data-Driven Brand Development
A data-driven approach to brand development can help to ensure a successful rebrand. It involves using data and analytics to understand the target audience, track brand performance, and measure the effectiveness of rebranding efforts. A brand development agency like SmashBrand can help companies to achieve a rebrand with performance predictability. They research, design, and test all products to ensure peak shelf performance. By leveraging data, you can make informed decisions that align with your new brand strategy and position your brand for long-term success.
So what does make a successful brand identity rebrand?
Successful rebranding all depends on the direction you want to take your business. If you are thinking about rebranding, or need consultation, work with an expert and we’ll help you find the way.
