Branding: When and How to Do a Refresh
The ART of rebranding… it’s much more than a change in visuals.
It's a process to evolve your brand’s story, ensuring it continues to resonate with your audience and stays relevant in a dynamic market. And the right time to embark on this journey can vary. Maybe your market has shifted, and your current branding doesn’t reflect these changes, or perhaps your image feels a bit outdated compared to your competitors. Significant shifts in your business strategy, expansion of product or service offerings, outdated perceptions, or natural growth and evolution over time are all signs that you might be due for a rebrand.
But before diving in, it’s important to understand the intention behind your desire to rebrand and what the process should look like. After all, no one wants to spend time and money on getting a rebrand wrong. Yet even big brands, like Tropicana, Uber, Petco, and Twitter (among many others), have all had their fair share of rebranding fails over the years.
Let’s take Tropicana as an example: their 2009 rebranding effort, involving a $35 million investment, resulted in a significant design change that alienated loyal customers and led to a $20 million loss in sales in just one month. The redesign removed familiar packaging elements like the orange with a straw, causing confusion among consumers who couldn't recognize the brand. This example highlights the critical role of brand recognition and the importance of understanding consumers' emotional connections to brand imagery, particularly when designing changes at the point of purchase.
Despite potential risks, as shown in the above case, re-branding remains a valuable strategy for companies looking to refresh their image, reach new markets, or realign their brand with evolving values and trends. When executed thoughtfully, it can reinvigorate a brand, making it more relevant and appealing in a competitive market.
The Airbnb rebrand demonstrates this wonderfully. About six years into business, the company was struggling to differentiate itself in the competitive travel market. After extensive work to identify what truly defined the brand (and not just to its founders or stakeholders, but to its hosts and guests as well), they developed the visual identity that we all know today. The new visuals focused on their core values of community and belonging, softening the color palette and stylizing the “A” icon to represent people, places, and love. Following the rebrand, the company saw a dramatic increase in listings (reaching over 7 million by 2019), bringing its valuation to $31 billion before its 2020 IPO.
Change is indeed challenging, but it also opens doors to new opportunities. Nothing in life is static and part of being in business is about remaining nimble.
Tips for a Successful Rebrand
Follow a key vision or purpose, not just a trend or desire for something new. Become really clear on why you are rebranding and understand that strategy, messaging, and visual work are often required to influence brand perception.
Research your audience to gain insight into their preferences, needs, and pain points. Then realize that much of consumer behaviour is subconscious. Keep your audience involved throughout the rebranding process. Send out surveys, hold focus groups, and conduct local market research to ensure your rebrand is received as you intend.
Maintain valuable elements that add to brand recognition. The key here is not to view rebranding as starting from scratch or a complete overhaul. It's about keeping the essence of what makes your business unique while updating it to connect more effectively with your ideal audience. The goal is to strike a balance – honoring your past while steering your business towards an exciting future.
Spring, with its symbolism of renewal and growth, can be an ideal time to introduce a refreshed brand identity. It’s a season that naturally aligns with the concept of transformation and new beginnings, mirroring the rejuvenating impact a rebrand can have on your business.
A rebrand is not just about changing a logo or color palette; it’s about showing your customers that your brand is evolving, ready to meet their changing needs, and is set to thrive in the future. When done thoughtfully, a rebrand is a powerful tool to revitalize your brand. As specialists in this field, we embrace the responsibility of guiding you through this transformation, ensuring that the soul of your brand not only remains intact but is also set to shine brighter than ever. Let’s embark on this creative journey together and usher your brand into a new era of success.
Let’s discuss what’s possible for your business!