There are moments in the evolution of a company when something major changes and this needs to be expressed through a rebranding strategy. This strategy should involve a fresh-looking logo, new business values and mission, and a new approach to doing business. Rebranding is necessary because companies develop and, in many cases, outgrow their initial scope.
When Is the Right Moment for Rebranding?
There are several clearly defined situations when rebranding is necessary to reflect the changes in a company. These are:
- After a merger with, or a taking over of, another company
- When the business changes its local character and expands to new territories
- When new management steps in to shift the focus of the activity (from retail to corporate, for example)
- When marketing studies show that the customers are less enthusiastic and no longer relate to the current brand image
How to Plan and Implement a Successful Rebranding Strategy
Changing a brand is not a simple issue at all. Brand images operate by being instantly recognizable because people internalize them by continued exposure. Sudden changes cause confusion and don’t inherently have the same value as a long-established and recognizable logo or style.
Here are a few helpful tips for a successful rebranding campaign.
1. Make Several Subtle Changes Instead of a Major One
Many iconic brands grew under our eyes, so to say, and they made small changes to their logo at various periods, progressing from the original, retro-looking logo to a sleek, modern one almost imperceptibly.
However, if you put the first and latest logos side by side, you note the obvious differences. Since these changes were done in several phases, consumers accepted each new phase without much trouble because the differences were not blatant.
2. Check for Inadvertent Sources of Humor or Embarrassment in the New Design
The internet is full of halls of shame for logos gone wrong. The source of the undesired effect is either the negative space of the design, the kerning (space between letters), or the shadow effects obtained when transposing the design from color to black and white. You should instruct the team of designers working on your logo to perform extensive tests looking for these issues.
3. Promote the Transition in a Creative Manner
One canned food brand decided to create the transition from the old logo and brand image to the new one in a very simple and effective manner: by placing a peel-off label with the initial logo which, once removed, revealed the new one. The campaign lasted a short 2 weeks but was extremely successful.
Rebranding Gone Wrong
As a final piece of advice, here it is what happens when companies fail at rebranding: In 2010, clothes retailer Gap paid $100 million for a new logo, which replaced the old one overnight without transition and without a PR or social media campaign. People did not notice it at first, and when they did, they did not like it. The new logo was replaced with the old one just 6 days later.
This huge and pointless expense shows the importance of a professionally prepared and executed rebranding strategy for any company. At 4ColorPrint, we can help you plan and implement your rebranding campaign successfully, avoiding the usual pitfalls and helping you materialize your new vision through custom business cards and marketing materials. Contact us now and let us rebrand your business successfully!
