Here are five companies that successfully rebranded themselves – and what you can learn from them.
- CVS Pharmacy: Do the Right Thing, Even if it’s Seemingly Unpopular.
- Burberry: The Luxury Brand of Thugs?
- Old Spice: Not Your Grandpa’s Deodorant.
- Pabst Blue Ribbon: Frat Beer Retails for $44 in China.
What are examples of rebranding?
5 Examples of Rebranding Done Right
- Old Spice. When it comes to deodorant, customers have so many options.
- Coty. Beauty company Coty got a complete brand overhaul, and the new joyful and colorful identity worked.
- Dunkin. Say the word Dunkin, and you automatically think about donuts.
What are five successful rebranding campaigns?
The 10 Most Successful Rebranding Campaigns Ever
- Burberry was considered gangwear; now it’s worn by Emma Watson and Kate Moss.
- Pabst Blue Ribbon was cheap and fratty; now it sells for $44 in China.
- Harley-Davidson almost went bankrupt; now they are the most reliable motorcycle brand.
What makes a good rebranding?
A good brand has a clear focus, knows their target audience, has a defined mission, knows their competition and USP, can identify their key values, tell their story and have a brand identity reflective of these goals, and does all of this consistently.
How rebranding is done?
It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market. Reactive rebranding is done in a situation when the existing brand has be discontinued or changed.
What is your personal brand examples?
Personal Brand Statement Examples
- “Be a unicorn in a sea of donkeys.” – Larry Kim.
- “Empowering ridiculously good marketing.” – Ann Handley.
- “Create less content.
- “Do you want more traffic?” – Neil Patel.
- “I build and grow SaaS companies.” – Sujan Patel.
- “Real life on a budget.” – Jessi Fearon.
Why did Instagram choose rebrand?
Instagram needed to rebrand due to the brand’s growth and change in its architecture. It’s common for business to outgrow their branding. Instagram solved their brand architecture problem while simultaneously making their suite of brands seem more integral to the mobile experience.
What is an example of a company that successfully repositioned a product?
Starbucks offers one of the strongest examples of brand repositioning as a “what’s old is new again” strategy. They stripped a diluted, fragmented, or compromised core message back down to its roots (a really, really good cup coffee) and refreshed the brand’s value proposition in the process.
Was Dunkin rebranding successful?
Consumers notice big logo rebrands The survey revealed that 32 percent of people were drawn to Dunkin’s new logo, while only 10 percent noticed the new colors. A similar trend presented itself in two other food brands. However, just because consumers noticed WW’s rebrand, doesn’t mean it was successful.
How do you create a rebranding strategy?
Rebranding Strategies: A Step-By-Step Approach for Professional Services
- Start With the Business Reason.
- Research Your Firm and Your Target Clients.
- Use Positioning and Messaging to Capture Your Brand Strategy.
- Build Your Brand Identity.
- Build Your Website and Online Presence.
- Marketing Collateral.
- Brand Building Plan.
What are the 4 branding strategies?
The four brand strategies are line extension, brand extension, new brand strategy, and flanker/fight brand strategy.
What are the 4 steps of branding?
If you are part of a marketing team tasked with building your company’s brand, you can follow these four steps:
- Determine your target audience.
- Position your product and business.
- Define your company’s personality.
- Choose a logo and slogan.
What are brand building activities?
Brand Building is generating awareness, establishing and promoting company using strategies and tactics. In other words brand building is enhancing brand equity using advertising campaigns and promotional strategies. Branding is crucial aspect of company because it is the visual voice of the company.
How do you write a rebranding proposal?
As a top level overview, a written rebranding brief should include these lucky 13 things:
- An Overview of Your Business.
- The Objectives of Your Rebranding Project.
- Your Target Audience and Market.
- The Problem You’re Facing.
- Project Specific Information.
- More About Your Business.
- Competitor Information.
- Brand Strategy.
Can you rebrand a product?
To do this legally, you should be getting permission to rebrand another’s product as your own and this is typically done through the use of a “White Label Agreement.” A white label product is a product or service produced by one company (the producer) that other companies (the marketers) rebrand to make it appear as if
Can you rebrand clothes?
Relabelling, at first look it might seem unethical — after all, you’re taking a product someone else made and rebranding it as your own — but it is a common practice in the garment industry, for example to get personalised t-shirts, and it is legal if you do it the right way.
Rebranding Done Right: 5 Examples You Can Learn From
It is not enough to just change your company’s logo or tagline to be considered rebranded. It is all about putting in place a marketing plan that will assist your organization in developing a new identity. Customers and workers should be able to see how your company’s new identity reflects the culture, aims, and messages that it is promoting through its new branding. Rebranding is a serious undertaking that should not be done lightly. It may be extremely costly, time-consuming, and hazardous.
Rebranding, on the other hand, is sometimes vitally important for the success of a company.
Why You Should Think About Rebranding
Your company’s brand is a critical component of its success. That which identifies your company and dictates how you show it to clients is your brand. Your brand is what distinguishes you from the competition and helps you stand out in your area. It is this factor that influences your consumers’ decision to select you over your competition. It is possible that your business identity will no longer fulfill its intended function at some time. Doing things the same way over and over again without making any visible progress will almost certainly result in you losing consumers and preventing you from gaining new leads.
- Rebranding may assist your firm in presenting itself in a new and exciting way to your target audience.
- Some of the factors that influence whether a corporation decides to rebrand include the following: When two firms merge, it is common for the resulting entity to be rebranded.
- Rebranding can also occur as a result of a company’s demerger.
- As your firm expands, its objectives and tactics evolve as well.
- Whether you are attempting to introduce a new product or service, reach a new audience, or target a whole other market, you must remain relevant and make an effort to get seen in order to succeed.
- The actions of your rivals may have served as a trigger for your company’s rebranding.
- If you want to develop a strong position for your firm in the market, rebranding is the first step.
From there, you may go on with your business. Keeping up with the latest trends and being inventive in a continuously changing industry is difficult. You run the danger of losing your portion of the market to your competitors if you do not rebrand.
Rebranding Done Right
Becoming aware of the defects and shortcomings in your company’s operations or brand identity is essential prior to embarking on a rebranding initiative. Investigate your company’s customer service to determine whether or not your consumers are happy. Inquire for feedback so that you may learn what your organization is good at and what needs to be improved. Then develop a plan and determine the most effective technique for implementing improvements and resolving issues. Investing the necessary time and resources to strengthen your brand identity and overall company architecture will pay off in a variety of ways.
If you have any reservations about embarking on a rebranding project, take a look at these five organizations who were successful in their endeavor.
BURBERRY is a British apparel company that is most known for its signature check pattern in black, red, and tan. Celebrities, aristocracy, and A-listers all flocked to their well-known waterproof trench coats, which were extremely popular. The famous design has been around for more than 150 years. Unfortunately, the brand gained widespread popularity among British hooligans and gangs throughout the 2000s period. Soon after, numerous bars in the United Kingdom prohibited anyone wearing the check pattern from entering.
- Burberry tackled the design of their products in an innovative and intelligent manner in order to repair their tarnished reputation.
- They began to modernize their brand in order to keep up with current fashion trends while also being true to their roots.
- At the time, this was a very original move, as there were few other firms doing the same approach.
- Burberry’s campaign was incredibly successful, thanks to strong leadership and creative vision, and it allowed the company to redefine itself.
- This is the main takeaway Unfortunately, you will not be able to prevent your brand from being embraced by an unwelcome demographic.
- It is possible to effectively restructure your organization and to avoid any negative opinions of your brand by restoring focus and developing a clear vision for it.
As successful as Apple is now, the company hasn’t always been that way. At one point in the 1990s, the company (then known as Apple Computers) was on the verge of going out of business. It was up against a slew of competitors, including IBM and Microsoft, and was battling to keep the firm from going bankrupt. Apple was fortunate in that Steve Jobs possessed a vision that converted the company into one of the world’s leading corporations. Once Jobs was reinstated as CEO, he implemented several reforms throughout the organization and launched the “Think Differently” campaign.
- Apple’s new minimalist monochrome logo provided the company a fresh, contemporary appearance.
- The company’s name was changed from Apple Computers to Apple in order to allow them to concentrate on developing goods in other areas as well.
- It was at this point that they decided to concentrate on manufacturing dependable and well-made items with a beautiful and sophisticated style.
- The company was successful in developing deep and long-lasting ties with their consumers.
- This is the main takeaway Apple’s successful rebranding is a great illustration of how redesigning a brand by focusing on high-quality goods and improving the user experience can move a company forward in the marketplace today.
Embracing change, growing your market, and putting an emphasis on innovation may all work wonders for your company’s image.
As great as Apple is now, the company hasn’t always been so prosperous. The company (then known as Apple Computers) was on the verge of going out of business in the 1990s. With a large number of competitors, such as IBM and Microsoft, it was trying to maintain the firm from slipping into a state of financial decline. The company was saved by the vision of its founder, Steve Jobs, who converted Apple into one of the world’s most successful businesses. Once Jobs was reinstated as CEO, he implemented several reforms throughout the organization and launched the “Think Differently” campaign to encourage employees to think differently.
- Apple’s new basic monochromatic logo provided the company a more contemporary and fresh appearance than before.
- The company’s name was changed from Apple Computers to Apple in order to allow them to concentrate on developing goods in other areas as well as computer technology.
- In order to provide reliable and well-made items with a beautiful and sophisticated design, they narrowed their emphasis.
- With their consumers, they were able to build strong and long-lasting bonds with them.
- Important Points to Remember Apple’s successful rebranding is a great illustration of how redesigning a brand by focusing on high-quality goods and improving the user experience can move a company forward in the marketplace.
UPS was forced to compete against its largest competitor, FedEx, in the late 1990s. FedEx was introducing innovation to the transportation industry with its overnight delivery service and package tracking system, among other things. UPS had to make up for lost time. They made the decision to concentrate their marketing efforts on customer service in order to demonstrate to their clients that they can satisfy all of their demands. It was altered to “What can brown do for you?” and a new tagline was presented to the company.
This demonstrated to their viewers that UPS could assist anyone, regardless of their position within the company.
They demonstrated to their clients that they are committed to their message and that they are always adapting to fit their demands. UPS was able to more than quadruple FedEx’s profit margin in 2001 by concentrating on enhancing the customer’s experience.
Pabst Blue Ribbon
Pabst Blue Ribbon beer was a low-cost brand of beer that was particularly popular among college students in the United States. It was not considered a premium beer, and its sales were relatively modest. Hipsters, skaters, and bikers became fans of the drink as it gained popularity. Pabst used an unique approach to marketing in order to appeal to their new target group, who was not especially fond of it. They had not rebranded, nor did they have a marketing plan in place. This is precisely what their newly discovered audience found appealing about the brand, and they admired it for it.
Pabst did, however, undergo a rebranding in order to get into the world’s largest beer market – China.
Pabst began a high-end advertising campaign, and the beer quickly gained popularity among the upper middle class of mainland China.
Furthermore, the way a brand is seen in one market may be radically different from the way it is regarded in another.
Rebranding is surely not a simple undertaking. The process of identifying your company’s weak areas and resolving any current difficulties will need ongoing effort and participation. But don’t let this deter you from resurrecting your brand. Making a thorough assessment of marketing tactics that are aligned with the issues you have identified will assist you in building a stronger brand and making your consumers happier. If you are interested in the process of ranking on the first page of search engines and would like to learn more about SEOcontent marketing, we recommend that you read our Ultimate Guide to SEO for SaaS.
Rebranding Done Right Or Wrong: 5 Examples To Learn From
Rebranding has emerged as the most popular marketing strategy in recent years, as businesses strive to look fresh, innovative, and significant to their target customers. It refers to the repositioning, renewing, and rejuvenation of a brand, and in other situations, it refers to having a brand completely ‘REBORN’ in the marketplace. Many businesses have attempted it, with the majority of them failing. For a campaign to be effective, more than a new logo is required. It necessitates a vision that inspires consumers, investors, and other stakeholders to view the firm in a different perspective.
When it comes to making an impression on today’s audiences, rebranding is the trendiest marketing trend. It is a response to the need to look fresh, new, and noteworthy. In branding, it refers to the process of repositioning, revitalizing, and rejuvenating a brand, and in other situations, it refers to the process of having a brand completely ‘REBORN.’ Many businesses have attempted it, with the majority of them falling short of success. For a campaign to be successful, more than a new logo must be created.
The firm must have a vision that inspires consumers, investors, and other stakeholders to view the company in a different way than they are accustomed to. As part of this case study, we’ll provide some ideas and demonstrate the effectiveness of a rebranding plan.
Successful Rebranding Examples
Look at the following three businesses that have effectively rebranded themselves to see what you can learn from them.
Look at the following three businesses that have effectively rebranded themselves and see what you can learn from them.
Produce a series of videos with a character that people truly enjoy and an experience that people want to be a part of, and then distribute them on social media. An athlete known as the “Old Spice Guy,” Isaiah Mustafa, appears in sexily humorous and seemingly random video for the company, which suggests that the deodorant is something sensual, unexpected and enjoyable for young people. After a brief hiatus, Mustafa reappeared in the first of three new television advertisements for Old Spice’s current collection of sprays, body washes, and deodorants, which are marketed as a “scent holiday” in exotic destinations.
According to Marc Shillum, principal at Method, Inc., a consulting organization for brand designs, “Old Spice didn’t change its logo; it transformed the experience.”
- A brilliant advertisement combined with savvy use of social media can result in a new brand identity
- When it comes to increasing customer recognition and sales, message and brand reliability are critical. Try to think of methods to transform something mundane into something novel and exciting.
Burberry is regarded as a high-end luxury brand. It is an excellent illustration of how a brand’s image can be transformed by implementing a few basic marketing changes. Just a few years ago, Burberry was suffering from a terrible reputation due to the fact that it was associated with gang clothing. At one time, the usage of the Burberry trademark by bullies became so popular that anyone spotted wearing the brand was barred from entering several city bars.
The fact that high-priced apparel is enticing to gangs is unavoidable, but Burberry took the initiative in redefining itself by putting a beautiful spin on utilitarian gear. As a result of celebrity sponsorships such as those from Emma Watson and Kate Moss, Burberry has grown into a significant luxury brand that is proudly displayed as a symbol of high status and money. To be sure, the transition didn’t consist just in concentrating on the new and forgetting about the old. The business still sells trench coats and bikinis, but they’ve evolved their strategy to be even more innovative and inventive while maintaining the 150-year-old tradition and brand goodwill that they’ve built.
Nothing you can do will prevent your brand from being adopted by an unforeseen target audience; nevertheless, you may seek ways to modernize and exclusiveize it without sacrificing the years of quality and reputation that you have created.
Over the years, McDonald’s has been progressively burdened by the perception of being a low-brow and unhealthy restaurant business, which has impacted on the company. Following the release of the documentary “Super Size Me” and the subsequent investigation, McDonald’s was identified as a primary contributor to obesity, and sales began to decline.
As a result, McDonald’s has repositioned itself as a more health-conscious establishment. They have suddenly made their nutritional information public and are advertising lunches with fewer than 400 calories. It has invested a significant amount of money and effort on improving its image.
The restaurant is now offering healthier alternatives, such as salads and fresher dishes, and it is completely overhauling the design of its physical sites to make them appear cleaner, more contemporary, and more trendy in general.
Keep an eye on the general public’s mood. Attend to what others have to say about you and answer with products and services that disprove their claims. –
Unsuccessful Rebranding Examples
Many well-known firms have made some serious branding blunders in the past. Here are some of the key takeaways from some of the most notable brand disasters.
4YahooLogo design Failure
Yahoo may be the firm with the greatest number of logo modifications and distinct logos, according to some estimates. The corporation, which peaked at the top of the internet in 2000, has struggled to maintain its prominence over the years. Yahoo introduced a new logo in 2013 as part of an effort to be considered more seriously. Marissa Meyer, who took over as CEO in 2012, made a significant move with her decision. When it comes to showing consumers (and investors) that a new organization is leading the firm in a different direction, a logo change may be effective.
A big move must be made at the right moment, and when a firm is in trouble, it is not the time to do it.
5Tropicana’sPackaging Redesign Failure
During 2009, Tropicana made the decision to change its packaging for its consumers in the United States and Canada. Unfortunately, the design was rejected by the majority of the population. Unfortunately, the corporation miscalculated the degree to which their clients had gotten wedded to the previous layout. As soon as the company introduced their redesigned boxes, the customer outcry was quick and intense. The company declared that it will swiftly return to the original packaging after receiving hundreds of thousands of e-mails, phone calls, and comments on social media over the course of a month.
Consumers frequently build an emotional attachment to a certain brand. This is something that has to be considered before taking any significant action.
The destiny of rebranding is in the hands of consumers and industry leaders alike, so make your decision now. Everyone must adjust their perceptions of what constitutes a successful and failed rebranding effort. The most essential thing is to have a compelling purpose for doing anything. Rebranding is not a simple task, and it cannot be completed in a single day. As an alternative, you’ll need to dig deep into your organization and your target demographics to determine exactly why your existing brand is failing.
Digital Marketing for Professionals and Job Seekers: A Master’s Degree Program You will learn how to advertise a business online in the same way as expertagencies do it.
Watch DSIM Trainees Celebrating Last Day of Batch
Rebranding presents both opportunities and risks in equal measure. On the one hand, it provides you with the opportunity to start over and achieve relevance.
On the other hand, rebranding may be detrimental if it is done incorrectly. After all, rebranding is about more than just a snazzy new logo on a piece of paper. Here is a collection of the best rebranding examples from which you may take notes and adapt them to your own company’s branding:
Rebranding Done Right: Examples of Successful Rebrands
Dunkin’ Donuts officially changed its name to Dunkin’ Donuts earlier this year. While the name is linked with donuts, it is no longer necessary for people to hear the term “donuts” in order for the brand to be remembered. A condensed form of the company’s name was already recognizable to its customers because of the phrase, “America Runs on Dunkin’.” For example, Dunkin’ Donuts is an example of effective rebranding since it has modernized the consumer experience while remaining faithful to its origins.
The rebrand is carried out from within the business to the outside world.
Maintain the rebranding throughout the whole process, from design to messaging, to provide a great customer experience.
Tupperware is best renowned for its high-quality, long-lasting household items. And for the home parties where they are sold – a legacy of the 1970s that the corporation hadn’t been able to shake until it underwent a rebranding campaign. While the firm continued to compete in the product category across the world — after all, it was the one who invented it – it was no longer profitable. It was imperative that it regained relevance, not just for customers, but also (and maybe most significantly) for the individuals who sold the items themselves.
(Image courtesy of rebrand) What You Can Take Away From This: Even established brands must undergo a rebranding exercise in order to remain relevant to consumers.
In this section, you will learn about the meaning of your brand in relation to how customers think, act, and behave in today’s environment.
Domino’s (of pizza renown) was operating at a deficit in 2009, when it had only a 9% share of the pizza restaurant industry, according to the company. Everything changed as the corporation underwent a successful rebranding. And it concentrated on addressing the issues that customers had with its products. As a result, what happened? By 2016, the firm had a 15 percent share of the market and had the best customer loyalty of all the pizza restaurants in the country. It was also one of the first firms to deploy chatbots to collect orders through social media, allowing it to meet clients where and how they want to spend their free time.
If your company is coping with unfavorable publicity, it may be beneficial to concentrate on how the company intends to “make things right” for its consumers and clients.
Make use of emerging technology to demonstrate to clients that you are dedicated to meeting their demands today and in the future.
This transformation of LEGO has been dubbed “the most dramatic turnaround in business history” because of its widespread success. The well-known toy firm, which has been in business for over 90 years, had at one point become stale and out of date. By 2003, they were cash-strapped and facing catastrophic debt, and the company had fallen out of favor with its key consumer base – youngsters – as a result. However, people in authority recognized a solution and invested in what worked while eliminating what was not.
By expanding the franchise to include movies and LEGO-themed entertainment venues, LEGO was able to expand its brand of fun and joy into other domains.
Because of the brand’s continued expansion and revived appeal, it has been dubbed the “Apple of Toys” by some.
Take a careful look at what your clients like about your firm and concentrate on what you do best in order to revitalize your brand.
If you add up the number of times Eircom abbreviated its name to Eir, it became the greatest rebranding in Irish history in the previous 20 years, surpassing even the naming of the country itself. Apart from upgrading its services, the telecommunications behemoth has also completely redesigned its organizational structure. In addition, the firm updated its brand identity to better correspond with contemporary standards. It was decided to use the new name and design across all agencies, service fleets, and uniforms in order to preserve a unified appearance and feel in the future.
When you do, make sure to approach it from the perspective of your clients first.
Make sure you include that direction into not only your new design but also the messaging you utilize across all of your marketing platforms.
Learn More about Rebranding
It is critical to grasp all facets of digital marketing in order to make the most of your rebranding efforts. A Digital Marketing expert training program covers the whole spectrum of digital marketing activities. When wanting to advance your abilities, you might also consider Simplilearn’s Post Graduate Digital Marketing Program if you want to take your knowledge to the next level.
Rebranding Done Right: 4 Examples You Can Learn From
The 30th of May, 2017 byKristen Moran Alicia Honeycutt has written a guest article for us. Do you want to make a contribution? Take a look at the publication calendar for 2017. In many cases, changing the public’s view of an internationally recognized brand may be an extremely difficult process that can go horribly wrong. The stakes are quite high for anyone looking to restore their market standing, whether they are small business owners or professionals. They must exercise extreme caution. A lot of firms have been successful in their efforts to rename themselves.
Here are their tales, as well as the parts of each campaign that led in a shift in perspective and a favorable response from the target demographic (where applicable). Learning from the mistakes made by the large players in the market might provide you with some really important insights.
The CVS Pharmacy Rebranding Story
A pharmacy is a store where customers may purchase a wide variety of things, including medications, vitamins, supplements, and even tobacco products, among others. As a result, CVS became the first drugstore to express an interest in modifying this generally recognized mode of operation. So the pharmacy made the executive decision to halt the sale of cigarettes, which was approved by management. Tobacco items accounted for four percent of total CVS sales at the time of publication. The rebranding campaign will take forward regardless of this reality, according to CVS executives, in an effort to modify the general picture that consumers have of pharmacies while maintaining the focus on health items.
- An comprehensive social media marketing effort was launched in conjunction with the transformation to help spread the word about CVS’ new image.
- CVS demonstrated that the brand is synonymous with health and well-being.
- It was an incredible success, and the campaign gained widespread praise.
- Sometimes you’ll have to make a trade-off with your money stream in order to maintain your commitment to your beliefs.
This is another another well-known brand that has undergone an unusual metamorphosis. Prior to 2010, Old Spice was seen as a brand that catered mostly to elderly guys with its goods. This perception has now changed. There was nothing particularly noteworthy about it in the face of intense rivalry in the industry. This is when the Old Spice management made the decision to embark on a comprehensive rebranding effort. These rebranding efforts led in the creation of a new advertisement that soon went viral.
The new campaign’s promotional videos feature Isaiah Mustafa, a well-known and extremely attractive athlete.
Because of the current advertising efforts, Old Spice deodorants are now being positioned as items for younger guys who want to be viewed as attractive and fashionable.
Entrepreneurs should take note of the following: Even if your company is well-established, reaching a new population is achievable.
It will simply be a matter of determining what the target audience wants and how to reach each specific set of individuals. Your campaign will be more likely to go viral if you “speak their language.” This will increase the likelihood that your rebranding efforts will achieve the intended outcomes.
In the fashion industry, Burberry is a legendary brand with more than 150 years of history to its credit. Unfortunately, only a small number of people were able to identify some of the trademark insignia that have become so synonymous with this design firm. As a result, Burberry became identified with something that hooligans would wear, and the brand was doomed to extinction. This was the point at which the Burberry creative gurus decided to embark on a comprehensive rebranding effort. It was an enormous hit, and now, celebrities such as Kate Moss and Emma Watson are spotted in Burberry designs on the red carpet.
- In addition, Burberry has embraced new marketing philosophies.
- Many businesses still saw the development of a comprehensive internet platform as a liability rather than an opportunity at the time.
- The brand Burberry was once perceived as being exclusively British.
- Just in the third quarter of 2011, Burberry has experienced an increase in sales of 27 percent and total revenue of $747 million, thanks to the company’s intensive rebranding efforts.
- If required, conduct some market research among your present and prospective clients.
- It is in these situations that improving your market position will pay off, even if it requires a significant amount of work.
McDonald’s has undergone an unusual transition in an attempt to elevate its prior reputation as a low-cost junk food provider. Read on to learn more. The tale of McDonald’s rebranding is another another example that should be included in marketing courses. It was the early 2000s when the management of McDonald’s determined that it was past time for the firm to shed its reputation as a provider of cheap fast food that wasn’t very nutritious. Despite the fact that the rebranding efforts have so far been a success, they are still in the early stages.
- Since then, McDonald’s has begun to incorporate more nutritious options into its menu.
- In addition, the organization has completed a major interior design overhaul of its facilities.
- In an effort to appeal to a wider range of customers, McDonald’s has implemented one more significant modification.
- Many people still have negative feelings against McDonald’s, and the firm hasn’t been able to totally remove its negative reputation.
- The firm recorded a 5.3 percent rise in revenue for the month of January 2011.
- Entrepreneurs should take note of the following: It is inevitable that the wants and desires of even the most devoted of audiences would vary over time.
It’s likely that you’ll have to re-establish your market positioning in order to achieve a competitive edge over time. In such cases, product or service adjustments may be required as a result of the rebranding.
About Alicia Clarke
Alice Clarke is a content marketer and writer with over 10 years of experience. Connect with Alicia on social media platforms such as Facebook and Twitter.
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5 Innovative Rebranding Examples You Can Learn From
When your company’s revenues begin to decline, or when your initial brand and business plan are no longer sufficient to ensure success, you may find yourself with few choices. You have the option of closing your business and taking your losses, but most entrepreneurs are unwilling to abandon their aspirations and confess defeat. In many cases, a rebranding effort is the ideal option for your company, which involves pivoting the firm’s goods, image, and attitude to fit the demands of a new audience or to completely reset expectations for your organization.
One of the greatest ways to grasp the power of rebranding is to look at successful examples of firms that have done it in the past: Lee is number one. In spite of the fact that Lee is now one of the most well-known denim businesses in the United States, the company has a lengthy and diversified history. This wholesale grocery firm, which was founded by Henry David Lee in 1889, specialized in the wholesale grocery market. Lee made the switch to shipping perishable foods over the next four years, but he was dissatisfied with the uneven wardrobe of his suppliers at this time.
- Lee expanded during the 1960s, and in the 1970s, 1980s, and 1990s, the company worked hard to establish itself as a more identifiable, approachable denim brand for mainstream consumers, which it eventually achieved.
- If you’d only heard of Old Spice before 2010, you might be excused for believing that it was a brand aimed at an older demographic—at the time, it was a name that went mostly unrecognized by younger customers.
- It then began an excellent rebranding effort in 2010, which included a series of crazy, nonsensical viral video advertising that were targeted primarily at younger people in order to gain their attention.
- It is well-known as a cheap, blue-collar Milwaukee lager that is particularly popular among college students because of its affordability and accessibility—that is, if you happen to reside in the United States of America, that is.
Chinese beer consumption has grown to become the world’s largest, and the country has a particular preference for high-end alcoholic beverages; PBR recognized an opportunity, though it deviated from their core brand, and invested in oak whiskey barrels to create a product that was a good fit for the market.
- Set a goal.
- When Target began to face tougher competition and understood that it needed to differentiate itself, the company began to get into exclusive arrangements with high-profile designers and to stock more pared-down versions of designer clothes in its shops.
- In spite of the fact that Harley-Davidson has always been a well-known brand, the firm was on the point of going bankrupt in the mid-1980s.
Instead of giving up, the firm increased its investment in the quality of its goods, and within a short period of time, it established a reputation for dependability that enabled it to regain its position as an industry leader.
As a result, what are the key takeaways from these case studies?
- Take, for example, a new population. You are not need to stick with your initial target demographic
- In some cases, adjusting your audience is all that is required to achieve success. Don’t be scared to make a significant move in your marketing strategy. Opting for a product or method that is virtually in opposition to your original viewpoint may be exactly what your firm requires, even at the risk of losing market share. Make an effort to meet a genuine need. Concentrate your efforts on discovering what your prospective consumers genuinely require—even if this means deviating from your original plan.
It is not appropriate for every organization, but when your back is against the wall, rebranding is one of your greatest alternatives for achieving escape velocity. Learn from the mistakes and achievements of other businesses, and don’t be hesitant to take a chance.
5 rebranding examples your small business can learn from
Rebranding your company is a serious choice that should not be done lightly. Uprooting all of your marketing efforts and investing fully in a new brand identity that includes fresh message, a new logo design, and occasionally a completely different name might be necessary to achieve success. And, let’s be honest, the majority of people are resistant to change. Customers tend to create an emotional relationship to their favorite brands, even when it is not deserved, and some may abandon ship in response to a rebrand that is not executed well.
- (“What do you mean, “Mywhat?” you ask.) Exactly.) And what about the Gap logo fiasco that occurred in 2010?
- What could they have done wrong, you might wonder.
- They developed their rebranding plan on the premise that they needed to modernize, but they neglected to consider the needs of their employees in the process.
- It was clear that something needed to be done, but no one agreed on the course they were taking.
- The Gap’s latest logo revamp only lasted a week, according to the company.
- Overall, they were aiming to modernize primarily through visual means—and they were not include the client in this process.
Rebranding examples to inspire your own business rebranding strategy
While there are hazards associated with rebranding, the moment may come when it is necessary to change your company’s brand identity. The reason for this might be that your client base has shifted, or that you’ve introduced new services while discontinuing others. Perhaps your industry has undergone a transformation, and it is now necessary to adapt. Indeed, we have recently revised our logo and brand identity! It is our objective at Invoice2go to provide tools and motivation to small company owners in order to help them achieve success.
As a result, we’re providing five rebranding case studies today, each of which includes information on what prompted the change, how it was implemented, and what happened next.
In order to help you create fantastic relationships with individuals with whom you do business, the purpose is to provide you with ideas for your brand strategy.
1. Dunkin’ maintains brand recognition and leads with what they do best
It is possible that you may need to adjust your brand identity in the future, despite the dangers associated with doing so. The reason for this might be that your client base has shifted, or that you’ve introduced new services while discontinuing old ones. Maybe things have changed in your field, and it’s time to make changes as well. Indeed, we have recently modified our logo and website design! With tools and motivation, we at Invoice2go are dedicated to ensuring the success of small company entrepreneurs.
As a result, we’re providing five rebranding case studies today, each of which includes information on what prompted the decision to rebrand, how they went about making the change, and what happened after.
The concept was to improve the client experience while remaining focused on what they do best—serve excellent coffee in a timely manner. Despite the fact that their fundamental beliefs remained unchanged, they desired to create an outline for the future that mirrored the needs and interests of their contemporary audience. They discovered a high need for mobile accessibility, modern design, a trendy retail ambience, and a broader selection of beverage alternatives among their customers.
As an abbreviated version of their previous brand, the new moniker was intended to be a nod to their long-time clients, who have been referring to the establishment as “Dunkin'” for many years. Visually, they continued to employ a similar logo design, as well as colors and typefaces that had proven successful for them throughout time. This experience was novel and exciting, yet it was also joyous and familiar. In addition to adding high-demand drink options such as cold brew, iced teas, and nitro coffee, they have streamlined their menu.
Despite the fact that they’ve been in business since 1950, Dunkin’ Donuts is more popular and relevant than ever. In the Northeastern United States, the revised brand identity was a resounding success, giving Starbucks a serious run for its money as the favored coffee brand. It was because they listened to their clients and delivered on their wish list that they were able to refocus on what they did best.
It is possible that you will not need to modify your entire brand. Sometimes all it takes is a simple change to your logo, messaging, or customer experience to have a significant effect on your consumer base.
For example, more and more clients these days choose to shop online and pay using a digital payment method. You may be able to acquire more business if you are able to accommodate them. Is there anything else you could do to improve your image or your experience?
2. Fiverr’s updated brand identity celebrates community
Fiverr is a freelancing marketplace that was first founded on the premise that you could have just about anything done on their site for as little as $5. After growing to become the home base for thousands of highly talented freelancers, the site’s visual identity needs to be updated to reflect this.
In order to maintain some of the quirky, funky, and enjoyable aspects of the Fiverr brand, the company decided to upgrade the user interface to function more like an up-market eCommerce site. The goal was to put more emphasis on the sellers by giving them with attractive graphics that would allow them to create visually appealing profiles that adhered to contemporary web design standards. They wanted to keep loyal to their heritage, save the greatest pieces from the past, and enhance the appearance and feel of the site by including new brand features and visual elements.
However, Fiverr wants to keep parts of its quirkier, funkier, and more enjoyable ambiance while updating the user experience to behave more like a high-end eCommerce website. This was done in order to put more emphasis on the vendors, by supplying them with attractive pictures that would allow them to create visually appealing profiles that adhered to current web design standards and guidelines. They wanted to keep loyal to their heritage, save the greatest pieces from the past, and enhance the look and feel of the site by including new brand features and imagery.
The company’s dedication to preserving the best of the past while also involving its community in the road ahead ensures that Fiverr remains familiar, pleasant, and vibrant for both vendors and consumers in the future. Almost every aspect of their makeover reinforces their tagline, which is “changing how the world works together.”
Through the evolution of their visual design and brand language, Fiverr has been able to establish themselves as a real tool for freelancers and small company owners alike. They were successful because they concentrated on their consumers rather than on themselves. What message does your brand provide about your company’s identity? Is there anything you might do to improve it so that it makes stronger connections?
3. Slack comes into its own with a new logo
Slack is a workplace communication program that has evolved to become one of the most popular methods to connect teams all around the world. As the site grew in popularity, they realized they needed a more clear and coherent design.
The initial design was comprised of 11 colors and a symbol (the hashtag) that was tilted at precisely 18 degrees — a measurement that was extremely simple to get incorrect. Any color other than white, or if the angle wasn’t “exactly so,” it didn’t appear to be in the proper proportion. They went through several versions of the design for different functions, but the end product was a jumble of ideas. After all is said and done, your brand should be easily recognized, no matter where it is shown.
Slack need a visual identity that was consistent and didn’t stray too far from the original. They didn’t want to offend their target group, but they wanted to demonstrate the brand’s progression. The new logo is a reinterpretation of the old one.
It is made up of two primary geometric forms that signify communication and may be used as graphic components when they are not in use as communication. The color pallet has been reduced from 11 to four hues, which ensures that it is instantly recognizable no matter where it is shown.
When it came to many aspects, the new logo and symbol did not change significantly from the old. The fact is, it accomplished precisely what it was designed to achieve. It highlights Slack’s fundamental objective of connectedness and communication, as well as their maturity, which will help them move further in the years to come.
Maintain a plain and uncomplicated approach to your branding. Make certain that your visual identity is immediately identifiable and that it looks nice no matter where it is shown.
4. Pepsi’s century of reinvention is a continuing saga
Pepsi has been a major player in the beverage industry for about 130 years. In the midst of it all, they have endured several transformations, not the least of which was a rebranding from their previous moniker, Brad’s Drink. The brand has seen several transformations throughout the years, and it wasn’t always a huge success. After a period of inventive marketing and keeping their eyes firmly fixed on their target demographic, Pepsi finally established itself as one of America’s most famous brands.
Around the 1880s, pharmacists were involved in the business of preparing sodas for use as pharmaceutical formulations. When Brad’s Drink was first introduced, it was up against Coca-Cola and Dr. Pepper, and the producers of Brad’s Drink knew they needed a catchier name if they were to compete. In 1898, the company changed its name to Pepsi Cola, which was derived from the word “dyspepsia,” which is another way of meaning stomach discomfort in English. Unfortunately, Coca-Cola was victorious in the cola battle, and Pepsi was forced to file for bankruptcy.
They wanted to find a method to differentiate themselves from Coca-Cola, and they began by modifying the packaging of their products.
In 1933, Pepsi made the decision to package their product in a 12-ounce bottle and offer it for the same price as Coca-Cola, which was then the market leader. The worth of Pepsi’s 6.5-ounce bottle was obvious when it was displayed next to Coke’s 6.5-ounce bottle on shop shelves, and the company was back in business. However, the logos of the two companies were very similar—both used red cursive against a white background. Only in 1950 did Pepsi introduce blue as a third color to their product line.
They were making a subconscious appeal to a clearly defined audience — and it was effective.
If you were drinking Coca-Cola, you were seen to be out of touch with the times, according to Pepsi’s marketing campaign, which was based on the slogan “those who think young.” In 1962, Pepsi deleted the word “cola” from its name.
Their logo was created by flattening the bottle cap, and they ditched the swoopy cursive script in favor of a strong, stamp-like sans serif font for the wordmark. They were attempting to appeal to a younger market, and so the ” Pepsi Generation ” was established.
To remain relevant, Pepsi is continually altering its visual identity to match the shifting aspirations of its target demographic. Pepsi has always been regarded as a forward-thinking brand that changes with the times, but one thing has remained constant: the product contained within the package. While new flavors and fashions come and go, the cola at the heart of it all is something their customers can always rely on to satisfy their thirst.
Branding is not something that can be established and forgotten. Culture and technology are always changing, and your brand will need to adapt in order to stay relevant. For your organization to be successful in the long run, you must be able to adapt to changing conditions over time.
5. 1-800-Flowers embraces the culture of innovation
1-800-Flowers began as a little flower store and has grown into one of the most well-known names in the floral industry in North America. They were one of the first eCommerce organizations to emerge, and they have continued to embrace technology in order to develop, adapt, and reinvent themselves in order to satisfy the requirements of its customers.
The DNA of this organization is one of transformation. Jim McCann, the company’s creator, has constantly been on the lookout for new methods to service more clients in more locations. When he got the opportunity to accomplish anything that was in line with this purpose, he took advantage of the opportunity. It was after he bought the toll-free phone number 1-800-Flowers that he made his first excursion into rebranding. This number became the company’s moniker. It was simple to remember, and it assisted McCann in expanding his empire from a single local shop to ten, but it was only the beginning of what was to come.
- Their e-commerce website went online on the internet in 1995.
- McCann’s core goal remained constant throughout the whole process: meeting the giving needs of their clients in every manner feasible.
- They strive to be technologically advanced, and they are now more committed than ever to humanitarian endeavors and the improvement of the lives of their customers, workers, and franchisees.
- They were also early adopters of voice commerce (voice ordering through Alexa, for example), and they are always investing in ways to improve the way their audience interacts with their brands and products.
It would be impossible to mention all of the significant events that occurred during the history of 1-800-Flowers.
In today’s world, it is a multi-brand corporation that wants to be there for you in all situations. Just to reiterate, there is no limit to how far this organization will go, provided that it is in line with the company’s goal and objectives.
Accepting the future and remaining open to change are critical to the growth and development of your company. Maintaining personal relationships with your consumers is equally critical to your business’s success, regardless of how large or small your company is. Finally, there is one thing that all of these great rebrands have in common: they all started with the client and their culture as their starting point. Changing your company’s brand is not a minor endeavor, and it is essential that your efforts reflect—and respect—your target demographic and their beliefs.
What changes might you make to your branding to make it more effective?
Check out our free course with branding expert Nakita Pope to discover how to increase brand awareness and develop a business identity that helps you build closer relationships with consumers and clients.