A defined brand is essential to allowing your business to become identifiable to customers. Creating a visual brand that can become instantly recognisable and can translate the business’ core objectives can help build its reputation and public perception. However, a brand is rarely timeless and often businesses choose to rebrand to reflect their more recent strategies or success.
Here are 4 reasons why you should consider a rebrand for your business:
Current brand is outdated
Branding must be defined with the target audience in mind, and depending on their demographics, they may respond to certain branding trends more than others. A great example of a branding trend in recent times is the shift towards simplicity. Many companies have changed their logos from three dimensional designs to simple flat designs. A significant reason for this is Apple’s redesign of their user interface in 2013. As they have such a large market share in the electronics industry, it persuaded companies to modify their brand to become optimised on Apple devices. Those that changed to the flat designs include Facebook and Spotify.
Gain advantage over Competition
Choosing to rebrand your business and being responsive to branding trends can help you gain a foothold over your competition in a bid to increase customers. They are more likely to engage in your business if it has a brand that is unique and has been constructed with their specific needs in mind. In some cases, a business must rebrand in response to the competition. A great example of a successful rebranding campaign is McDonald’s, who were suffering with their brand image after the release of the documentary ‘Super Size Me’ in 2014 accused them of contributing to obesity. They were forced to alter their public perception and did this by rebranding to promote healthier foods.
Express the growth of the business
If your business is in a particularly good spell of success, a rebrand is a good way of showing it to your customers. Investing significantly in changing the brand represents to them that your business is evolving and has aspirations for even more success. The best way to optimise the success of the rebrand is to create hype to the announcement to gather as much interest as possible to your business.
Change in company strategy
Your business’ brand must reflect the company to have the greatest impact on the customer. If your company changes its strategy, whether it be changing the target market or changing the services that it offers then your brand must show this. Your brand must make it clear what your business is offering to encourage potential customers to use the service.
Rebranding is a difficult process that needs time and research to get it right. A great example of an unsuccessful rebrand was clothing retailer GAP, who decided in 2010 to change their logo. This new logo was not welcomed by the public and it took just six days for them to revert back to their old logo. This shows that rebranding can be both successful and unsuccessful and requires plenty of research to get it right and satisfy the majority of customers.
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