The Do’s And Don’ts Of Business Rebranding: Lessons From Big Brands
Business rebranding is an important decision that many companies face as they look to evolve, expand, or adapt to changing markets. Whether you’re updating your visual identity, shifting your messaging, or targeting new customer demographics, a rebrand can breathe new life into your business.
However, it’s a delicate process that requires careful consideration. Done correctly, rebranding can elevate your business and set it on a path to growth. Done poorly, it can confuse your customers and harm your brand’s reputation.
The Do’s of Business Rebranding
1. Do Keep Your Core Values Intact
While rebranding often involves updating visuals, messaging, or products, it’s crucial to keep your core values intact. Major brands like Apple and Coca-Cola have successfully rebranded over the years while maintaining their foundational principles. Apple has always been associated with innovation, while Coca-Cola remains synonymous with refreshment and happiness.
When rebranding, make sure that your new identity reflects the core mission of your business. Keeping the essence of what made your brand successful in the first place will maintain customer loyalty while still embracing fresh changes.
2. Do Involve Your Customers
Your customers are the foundation of your business, and their input should play a significant role in your rebranding process. Research and feedback can help guide the changes that you make. Brands like Starbucks are known for conducting extensive customer research before undertaking rebrands, ensuring that changes resonate with their target market.
Engaging with customers through surveys, interviews, or focus groups can provide insights into how they perceive your brand and what they want to see improved. Involving your customers helps you stay aligned with their preferences and creates a rebrand that feels relevant to them.
3. Do Work with a Professional Brand Agency
Rebranding is a complex process that involves design, marketing, and strategic decision-making. Partnering with a brand agency Melbourne allows you to tap into expertise that can guide the process. These agencies specialize in creating and executing branding strategies, ensuring that your rebrand is consistent, cohesive, and aligned with your business goals.
A professional brand agency can also help with market research, brand positioning, logo design, and messaging, making sure that your new brand identity reflects your business values and resonates with your target audience.
4. Do Be Clear About Why You’re Rebranding
It’s important to have a clear reason for rebranding, whether it’s because of a change in your business model, a desire to modernize, or to appeal to a different customer segment. A transparent rebrand that clearly explains why changes are being made helps customers and employees understand the purpose behind the transformation. For instance, when Dunkin’ Donuts rebranded to Dunkin’, the company made it clear that it was moving from just a donut shop to a broader coffee and beverage brand.
Clarity in purpose helps manage expectations and build customer trust. If the reason behind the rebrand is clear, customers are more likely to support the changes rather than resist them.
5. Do Focus on Consistency Across All Platforms
Once the rebrand is implemented, consistency is essential. From your website and social media profiles to your physical products and packaging, your new brand identity should be reflected everywhere. Major brands like Nike and McDonald’s are known for their consistent branding, which is easily recognizable across all platforms.
A unified brand presence helps reinforce your message, making it easier for customers to identify and connect with your business. Make sure your logo, color scheme, typography, and overall design are consistent across all touchpoints.
The Don’ts of Business Rebranding
1. Don’t Change Too Much Too Quickly
While rebranding often involves some level of change, it’s essential not to overdo it. Sudden and drastic changes can confuse your existing customers, making them feel disconnected from the brand they know and trust. When Pepsi redesigned its logo in 2008, it faced backlash because the change was so dramatic that customers found it difficult to relate to the new identity.
A good rebrand should involve gradual changes that evolve with the business rather than a complete overhaul. Focus on refining your existing brand rather than completely abandoning it. This approach ensures that customers can adjust to the changes without feeling alienated.
2. Don’t Ignore Your Employees
Your employees are the face of your brand, and it’s crucial to get their buy-in when undertaking a rebrand. If your team doesn’t understand the new brand identity or feels left out of the process, it can create confusion and inconsistency in customer interactions. Companies like Airbnb and Google involve employees early in the rebranding process, providing them with training and the resources needed to understand and communicate the new brand effectively.
Keeping employees informed and engaged throughout the rebranding process will ensure that they are fully aligned with the new identity and that they represent your brand accurately.
3. Don’t Overlook Your Brand’s Story
Every brand has a story, and it’s important to preserve that narrative during a rebrand. Changing too much about your brand’s history or values can create a disconnect with customers who have a strong emotional attachment to the brand. For example, Lego successfully rebranded in the 2000s by modernizing its logo and product design while maintaining its message of creativity and imagination.
Your brand story is a key part of your identity. As you update your visuals or messaging, make sure that your brand’s history and values are still represented in a way that aligns with the new direction.
4. Don’t Forget to Plan for the Long-Term
Rebranding isn’t just a one-time project; it’s part of a long-term strategy. While it’s tempting to jump on design trends, you should focus on creating a timeless brand that will remain relevant in the years to come. For instance, Mercedes-Benz didn’t just focus on a trendy logo redesign; it emphasized its longstanding commitment to quality, luxury, and innovation.
When rebranding, think about how the changes will stand the test of time and adapt as your business continues to grow and evolve. Focus on developing a brand identity that has staying power.
5. Don’t Underestimate the Cost
Rebranding can be a costly process. From hiring a professional brand agency Melbourne to redesigning your website and marketing materials, the costs can add up quickly. It’s important to budget appropriately for your rebrand to ensure that you can cover all the necessary expenses. Skimping on any part of the process can lead to a disjointed rebrand that fails to achieve its goals.
Allocate a reasonable budget and be mindful of the costs involved, including research, design, and marketing. Proper planning will ensure that your rebrand is a success without overspending.
Rebranding can be a transformative process that helps your business grow and adapt to new opportunities.
If you’re considering a rebrand, partnering with a brand agency Melbourne will provide you with the expertise needed to execute a smooth and effective transformation!
