Firms with strong brand awareness understand that it is a hard-won position that necessitates a strategic plan, layout, and attentiveness. There is a boulder of things to consider when it comes time to rethink, remodel, and redefine the brand image. A rebranding branding strategy can be overwhelming.
However, many businesses have completed the process of rebranding and emerged with a valuable lesson to share. Learning from the wisdom (or lack thereof) of others is the first step toward a successful rebrand.
In this article, we will talk about these brands that became successful after rebranding themselves. #TWN
Jack- “Hey, did you know that Cadbury rebranded themselves with the new logo!”
Jill- “What! But they have the same logo, I can’t see a difference.”
Jack- “Man, they just changed a added a line in ‘b’ of Cadbury.”
Jill- “What a rebranding it was!”
Rebranding is what we are going to talk about in today’s blog.
Branding is usually the last thing on your mind when you first start a business. After all, it's difficult to sit down and look through typefaces when you still don't know who your clients are and where are they.
Furthermore, even if you prioritized developing brand identity, in the beginning, a shift in business plans may have rendered your original branding strategy irrelevant. Whether your branding design efforts began (and ended) with a logo scribbled on a bowl or your smartboard your way through the entire branding process – from branded content to branding variations – something broke along the way.
You're not happy, no matter how you got here. Rebranding, fortunately, is not uncommon; many major brands, from Dunkin' Donuts to Uber, have effectively re-branded in the past. If you're thinking about rebranding your company, keep reading to learn how to rebrand a company and see examples of other companies that have effectively rebranded their webpage, name, logo, or entire corporation mission, and purpose.
Let’s study some of these successful rebranding examples of some big companies. But before that, let’s talk about a rebranding strategy that you can try for your company.
To effectively execute a rebranding strategy, you should first determine whether your brand requires a partial or full rebrand. Following that, re-establish your company's target audience by conducting research to determine which demographic you expect to attract with a relaunch. Finally, rethink your company's goals, mission, and values and use these new meanings to guide your strategy.
Now, let’s know some of the rebranding strategies:
Changing your logo is one of the most important rebranding strategies. Using a new logo will notify your customers that your company's individuality has changed. You can make it more streamlined, use different colors, and so on. The primary reason for changing your logo is to ensure that it matches the new persona that you're trying to market with the rebrand.
It is critical to switch your brand positioning after changing your logo. You can't rewrite your colors and logo and be done with it. The content you're marketing must convey a specific message, such as your goal, values, or perspective. Changing your brand's positioning will inform your customers of your new mission, principles, or vision.
Once you've decided on your logo and messaging, it's time to develop new adverts and content with that messaging in mind. These advertisements should communicate clearly the modifications to your brand and their implications for customers. This can assist you in attracting a different demographic and reaching a larger audience.
Finally, when it comes time to rebrand, you should consider changing the brand's voice. The voice of your brand is the point of view from which you write all of your marketing content. Your tone of voice can be formal, casual, witty, and so on. It tends to make sense to change your company's voice and unveil the rebrand in your fresh tone of voice.
Now that you have the rebrand strategies, you can apply them alongside studying these successful rebranding examples.
Dunkin' Donuts was renamed Dunkin' earlier this year.
While the brand is associated with donuts, it is no longer necessary for customers to hear the word "donuts." Due to the tagline "America Runs on Dunkin'," its consumers were already acquainted with the shorter form. Dunkin' Donuts is an amazing example of successful re-branding because it modernizes the customer experience while remaining true to its heritage. The rebrand extends from within the store to the outside world, with a new logo, packaging, store revamps, and brand messaging across all marketing and advertising channels.
A lesson about rebranding from Dunkin’ - If you are changing your name or a portion of it, ensure that your consumers can still recognize your company (consider longtime consumers as well as new ones). Continue the rebranding from design to messaging to ensure a positive customer experience.
Have you ever watched any LEGO movies?
That’s some amazing marketing strategy we have come across! The rebranding also did a phenomenal job. LEGO's rebranding was so successful that it was dubbed "the most considerable comeback in corporate history."
The renowned brand, which has been in business for nearly 90 years, had become stale and out of date at one point. By 2003, they were cash-strapped and in debt, and they had lost favor with their core client base – children.
Fortunately, those in full control saw a way around it: they decided to invest in what worked while eliminating what didn't. They introduced digital channels to start engaging kids and parents, and the brand was re-established as relevant. By expanding the franchise to include feature films and LEGO-themed entertainment venues, LEGO expanded its brand of fun and delight into new areas. As a result, they were able to further engage their customers anywhere and everywhere they were in the world.
Because of its progress and renewed popularity, the brand has been dubbed the "Apple of Toys."
A lesson to learn from LEGO - In a crowded industry, even the most well-known brands can get lost. Take a good hard look at what your customers like about your business and concentrate on what you do best to recharge your brand. Return to basics before focusing on growth.
Tupperware is known primarily for its long-lasting household items. And for the household parties where they're sold – a relic from the 1970s that the company couldn't rattle until a rebrand. While the company continued to compete in the product line on a global scale – after all, it invented it. It needed to regain relevance, not only for consumers but also (and perhaps most importantly) for those selling the products.
The rebranding was a success, with a new feel and looks as well as fresh messaging: "Confidence Becomes You."
A Lesson to learn from Tupperware - Even established brands require a rebranding to engage consumers. To avoid alienating loyal users, tie your new brand logo to the origins of your company. Investigate the meaning of your brand about how today's consumers say, act, and behave.
This name always makes me feel hungry and crave pizza. My craving is only because Domino’s survived and is now making amazing pizzas for us.
In 2009, Domino's (of pizza fame) was at a loss, with only a 9% share of the pizza restaurant industry. With an effective rebranding, the company has changed all of that. And it concentrated on addressing the issues that customers had with their products. The end results? By 2016, the company had a 15% market share and the maximum customer retention of any pizza chain. It was also one of the first industries to use chatbots to take orders via social networking sites, allowing it to meet consumers where and how they spend all their time.
A Lesson to learn from Domino’s - Rebranding can be used to effect positive change. If your brand is receiving negative attention, you may want to concentrate on how the brand intends to "make things right" for its consumers. Utilize technological advances to demonstrate to customers that you are dedicated to meeting their needs now and in the long term.
Customers have a plethora of choices when it comes to deodorant. Old Spice collaborated with NFL player Isaiah Mustafa on a series of commercials that portrayed Old Spice in a new light. Instead of being boring and bland, Old Spice communicated that the company was current and relevant. The adverts were a success, and people began to take notice of the antiperspirant yet again. "When your man smells like Old Spice and not a lady, anything is possible."
A lesson to learn from Old Spice - Enhance brand recognition by creating brand uniformity.
Burberry, a luxury brand, is a fashion industry powerhouse. Its iconic trench coats and unique tartan plaid are known all over the world. However, it was once a brand affiliated with crime syndicate wear rather than celebrities. Burberry decided to improve that and rebranded in order to form a new image while remaining true to its roots.
A lesson to learn from Burberry - Even if you want to modernize your look, focus on maintaining your authenticity.
These examples show how rebranding can take your venture to the next level. Business rebranding is a thing that must be done to stay relevant in the modern world where every brand is fighting to survive. Rebrand a business with the strategies mentioned above, and we hope to see your brand as an example in our next blog.