Today we are going to be looking at corporate rebranding and answer some key questions; What is rebranding? Why does a business potentially require a rebrand? Where do we start when trying to rebrand? Below are some examples of famous rebrands that I am sure we all are familiar with.
What is rebranding?
Rebranding is the process of changing the corporate image of an organisation. 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. – The Economic Times
Why consider a rebrand?
A brand sets a business apart from its competitors and it should aim to leave a memorable impression on its audience. Over time, elements of a brand e.g. logos, typefaces, colours and images can go out of fashion and become dated. They might need a creative refresh in order to breathe new life into the business in order to attract a new audience. In some cases, a complete makeover may be required if a business decides to go in a different direction by offering new services or products where a brand would need to reintroduce itself into the market. In other cases it might simply be due to changes in leadership or acquisition.
Famous rebranding in history
Some of the biggest brands have undertaken some serious rebranding over the years. Here are some rebrands of some of the world’s largest companies.
Over the years, Starbucks has continued to refresh their logos and packaging design while still using their core image; the green colour scheme and Siren. Starbucks themselves call the Siren their muse and the face of their brand. Her image and while their strong wordmark is their most recognisable brand assets, the Starbucks green is iconic and the business’ most identifiable asset.
Back in 1898, when soft drinks were considered medicinal aids, Brad’s Drink became known as Pepsi-Cola, a name derived from the word “dyspepsia,” which is another word for indigestion. By the summer of 1903, the Pepsi name was trademarked and by 1910, it had franchises in 24 states. Over the last 122 years, the Pepsi logo has seen more than 12 redesigns in total. Regardless of how many times their logo changes, Pepsi have kept their striking colour combination of red, white, and blue since the 1950s.
While Netflix is now one of the world’s most popular video on demand streaming platforms, they initially started off as a mail-based Movie and TV Show rental business in 1997. Netflix quickly outgrew their first logo as it represented the physical movie rental when they launched an online platform. The current logo is being used with an animation element that shortens the logo to the initial “N” which is an excellent example of a brand using its creative assets to strengthen its message and better connect with consumers.
Where to start?
For a rebrand to be successful, we need to undertake extensive market research in order to evaluate what works and what doesn’t. We need to find out what the brand’s strengths and weaknesses are in order to implement long lasting changes that will speak to a broader audience. It’s also important to determine a target audience and who the brand is aiming to appeal to. What is the brand’s history? What are its visions, values and mission? A rebrand is more than just redesigning a logo, imagery and packaging. It’s about establishing a connection with the brand’s target audience in order for the brand to become more successful in the long-term.