Whereas I’m not a enterprise proprietor and haven’t branded my very own enterprise, I’ve been an worker at corporations which have undergone large-scale rebrands.
Most just lately, Nickelodeon, the place I work full-time in advertising and marketing, pulled off a rebranding technique in 2023 for the primary time in 14 years.
We introduced again the “splat,” a form impressed by Nickelodeon’s iconic inexperienced slime, as a tactic to faucet into each children and their nostalgic mother and father who’re former 90s Nick Children themselves. This was a part of an effort to place Nickelodeon as a model that brings households throughout generations collectively to take pleasure in high quality time.
In my view, that is an instance of an organization rebranding appropriately and out of necessity. In a aggressive leisure panorama preventing for youths’ consideration, Nickelodeon knew we couldn’t preserve doing extra of the identical.
Typically (however not on a regular basis!), top-of-the-line methods to maneuver ahead is by leaning on and adapting previous successes.
It’s not simple to know when is the proper time to spend money on a rebrand and the way to deal with that rebrand efficiently, so I‘ve ready this submit to assist information the method, plus examples of different manufacturers who’ve efficiently rebranded their web site, title, brand, mission, and goal.
Desk of Contents
What’s rebranding?
Rebranding is when your organization rethinks your advertising and marketing technique with a brand new title, brand, or design, with the intention of creating a brand new, differentiated id within the minds of consumers and different stakeholders.
Understanding what rebranding is is just a part of the battle. Now, it’s essential to guarantee you’ve got the proper causes to rebrand.
The Proper (and Incorrect) Causes to Rebrand
Rebrands are difficult and carry large dangers.
Even large manufacturers aren’t immune — simply take a look at X, which is taken into account one of many largest latest rebranding fails. Elon Musk rebranded Twitter as X in 2023 by renaming and restyling the whole model.
In consequence, 78% of U.S. iOS customers gave the app 1-star opinions, in comparison with 50% two weeks prior. A lot of the unfavourable opinions talked about disliking the brand new title and brand.
Whereas it is going to take time to see the true long-term results of this rebranding, it’s clear that abrupt, random modifications to manufacturers with typically optimistic sentiments and long-standing reputations will be extremely detrimental.
That’s why realizing the dangers of rebranding will help decide whether or not or not you are leaping right into a rebrand for the proper causes.
If gross sales have been gradual or model consciousness efforts aren’t paying off, rebranding is probably not the very best rapid step.
These points can probably be solved with a new content material advertising and marketing technique or by conducting market analysis to establish the underlying trigger.
However when you‘re contemplating a rebrand as a result of your organization’s imaginative and prescient, mission, values, and market are not mirrored in your model, then a rebrand could be the proper choice.
There are a number of different main causes you may think about a rebrand. I’ll display these causes utilizing my fictitious indoor biking enterprise, Psyched 2 Cyc.
4 Proper Causes for Rebranding
New Areas
Psyched 2 Cyc began as a singular, native studio in New York Metropolis, so I chosen a punny title that possible solely works in English.
After rising all through NYC and the nation, my enterprise is now seeking to develop to non-English, worldwide markets that will not establish with the enterprise title. This might be a very good time to contemplate a full model rename.
Market Repositioning
The title Psyched 2 Cyc was chosen with younger health lovers at coronary heart — therefore the abbreviated phrase “Cyc” and using “2” as an alternative of “to.”
However I’d now like to focus on older shoppers enthusiastic about bettering their health with a low-impact exercise like indoor biking.
Thus, I could must refresh my model title (or think about rewriting it in full as Psyched to Cycle) to raised resonate with individuals of all ages.
New Philosophy
I began my enterprise as primarily an indoor biking studio. Thus, our mission, imaginative and prescient, and values all encompass the concept of health, well being, and wellness by means of using an indoor bike.
If I wish to develop my enterprise to incorporate one other modality, equivalent to power, yoga, or working, it is sensible to wish to reevaluate my model. That manner, I can construct new MVVs that align with the rising enterprise choices.
Mergers and Acquisitions
To develop my enterprise, viewers, and choices, I’ve partnered with a power coaching studio, Sweat Energy.
Combining our two manufacturers both signifies that we conform to undertake the branding of one of many studios, or we should work collectively to provide you with a brand new title, brand, and positioning that greatest displays our new model.
Moreover, listed here are a number of causes not to rebrand.
4 Incorrect Causes for Rebranding
Boredom
It’s been greater than twenty years, and I’m feeling uninspired by the emblem and slogan I chosen again after I first launched Psyched 2 Cyc. I’m itching for some change that may refresh my enterprise and make it look extra elevated.
Nonetheless, my prospects (who see my branding a lot much less often) may love — or rapidly acknowledge — the signature coloration and brand I’ve come to detest. I ought to think about how a sudden change to my branding may go away shoppers confused or disillusioned.
Masking Up a Disaster
One among my enterprise’s executives just lately acquired dangerous press that has mirrored badly on Psyched 2 Cyc. I’m determined for an enormous rebranding shift that may assist us transfer previous this era of negativity.
Nonetheless, most shoppers and staff are sensible sufficient to see proper by means of my rebrand and acknowledge it for what it’s — a cover-up. It’s greatest to deal with dangerous press with respect, authenticity, and actionable change.
Affect and Ego
I’ve just lately employed some new leaders who’re excited a couple of rebranding as they really feel they have been introduced in to assist clean up Psyched 2 Cyc’s model. They wish to refresh our mission assertion and values.
Nonetheless, the type of institutional change they wish to implement doesn’t justify a rebrand. It’s extra about them making their mark and producing radical change.
In search of Consideration
Lessons have been half-full at greatest, and several other instructors have just lately stop. I’m tempted to execute a rebrand to carry life again to the model and encourage new instructors to wish to educate at Psyched 2 Cyc.
At greatest, this may increasingly generate some short-term buzz with none gross sales and advertising and marketing technique to maintain it. At worst, I may lose model recognition and set again gross sales and advertising and marketing efforts much more.
When you’ve decided a rebrand remains to be the proper alternative for you, preserve studying to learn to devise a rebranding technique.
Rebranding Technique
To efficiently implement a rebranding technique, begin by figuring out whether or not the model wants a partial or whole rebrand. Subsequent, reestablish the model’s goal market by means of analysis to establish what demographic to draw with a rebrand. Lastly, redefine the imaginative and prescient, mission, and values, and use these new definitions as guideposts for the general rebranding technique.
Rebranding efforts could embrace:
1. Creating a brand new brand.
One of many important methods of rebranding is creating a brand new brand. A brand new brand is a transparent signal to shoppers that your model’s id is completely different. A brand new brand can contain new colours, trendy typography, or a brand new icon that higher represents your model.
Professional tip: Use your model’s imaginative and prescient, mission, and values to encourage your new aesthetic. For example, Pepsi rebranded in 2023 for the primary time in 14 years for its a hundred and twenty fifth anniversary.
The emblem nonetheless makes use of the essence of the previous brand, which helps preserve consistency and model recognition with loyal prospects. Nonetheless, the brand new brand incorporates bolder colours and a classic look that ties again to the corporate’s lengthy heritage.
I additionally recognize that the emblem is now extra compact, making it simpler to position on merchandise and adverts. Lastly, Pepsi has made its model title a lot simpler to learn within the new brand, in all-caps and daring black font, slightly than the blue, wavy, lower-case earlier model.
2. Shifting model place.
Sadly, rebranding isn’t as simple as hiring an company to revamp your brand. It’s important to shift your model positioning.
The merchandise, providers, or content material being marketed want to speak a sure message, whether or not that is a mission, values, or imaginative and prescient.
That is one of the best ways to set your model aside from opponents and attract shoppers aligned with these beliefs.
Professional tip: Chances are high, you will must reestablish a singular promoting proposition and take inventory of what distinguishes your model from the gang. This can show you how to higher join with you audience and perceive your place out there.
In 2015, Gucci shifted its model positioning to enchantment to youthful generations. To do that, they pivoted from polished and provocative to quirky and up to date. Additionally they centered extra on communication that might resonate on Instagram and adopted a progressive stance on gender fluidity.
These modifications considerably elevated gross sales with Millennial and Gen Z shoppers who have been capable of higher resonate with Gucci’s mission, values, and imaginative and prescient.
3. Creating new adverts.
As soon as the emblem and messaging are locked, it is time to create new commercials and content material with this messaging in thoughts.
These adverts ought to talk the modifications to your model and what they imply for purchasers. This will help attract a brand new demographic and attain bigger audiences.
Professional tip: New logos and messaging will solely go far when you can spend money on advertising and marketing to point out the world these rebranding modifications. For example, Eurostar rebranded in 2023 after merging with Thalys, a French-Belgian high-speed practice operator, as a part of a objective to achieve 30 million passengers by 2030.
After updating visible parts, the model, now Eurostar Group, created an advert marketing campaign across the slogan “Collectively We Go Additional,” involving a promo, out-of-home, and digital.
The marketing campaign highlighted the model’s key traits — European, inclusive, distinctive, and sustainable — to emphasise the joy of discovering a vibrant world of journey by means of Europe.
The general rebranding technique resulted in route development in 2023 in main routes, equivalent to Paris to London and Paris to Amsterdam, in addition to an enhance in on-line gross sales, web site conversions, and cellular app downloads.
4. Altering your model’s voice.
The final step of a stable rebranding technique is altering the model‘s voice.
That is the attitude from which you write all of your advertising and marketing content material. Your voice will be formal, informal, witty, or no matter tone greatest displays your model. Change your model’s voice accordingly and announce your rebrand on this new tone.
Professional tip: Consider your model as an individual. Once they stroll into a celebration, are they cracking jokes and the lifetime of the social gathering, or are they skilled and no-nonsense? Use your model character to tell this model voice.
Duolingo started as a conventional language studying app and has since developed right into a foolish, humorously-aggressive model. Customers began creating memes in 2019 in regards to the evil owl mascot, Duo, who would berate them to apply.
The model leaned into this character and tailored its model voice to suit this new persona.
The model voice is now very quirky, personable, and younger, and, at instances, leans into the “evil Duo” voice which has made it ultra-popular on social media.
Embracing this model voice has aided Duolingo’s whole rebranding technique, because it now leans on the voice to dictate its model id, advertising and marketing strategies, objectives, and audience.
Not all rebrands are created equal, so let’s first think about whether or not a partial or whole rebrand is the most suitable choice for your small business.
Partial vs. Whole Rebrand
The extra established your small business and model, the extra it’s important to lose from a rebrand. If your small business is extra mature, a partial rebrand will help you keep the model loyalty you’ve got constructed, whereas refreshing your picture to maintain up with the instances.
Consider a partial rebrand as an adjustment centered on visible model id to go well with new choices or markets, as opposed to a whole id disaster.
That‘s to not say {that a} partial rebrand can’t be efficient. Simply take a look at Pringles.
They redesigned their mascot, Mr. P, in 2021 with a extra easy, up to date look. This partial rebrand helped them preserve their iconic model id whereas giving their mascot a daring, refreshed look.
Nonetheless, if the objective is a whole id shift involving your organization’s mission, imaginative and prescient, and values, a complete rebrand could be mandatory.
This feature is often suited to conditions like mergers, product overhauls, and different equally foundational shifts.
If a partial rebrand is a fast touch-up, the whole rebrand is a whole makeover.
Check out the next 5 steps to efficiently implement a rebrand.
The best way to Rebrand a Firm
- Reestablish your model’s viewers and market.
- Redefine your organization’s imaginative and prescient, mission, and values.
- Rename your organization throughout a rebrand.
- Rethink your model’s slogan.
- Rebuild your model id.
- Observe model sentiment.
- Plan a profitable launch.
1. Reestablish your model’s viewers and market.
Let’s return to my fictional indoor biking enterprise, Psyched 2 Cyc. Once I bought into this enterprise, I anticipated my audience to be of their 20s and early 30s, since that’s the most typical demographic for different biking studios like SoulCycle.
Nonetheless, after intensive market analysis, I spotted my goal market was completely different from what I had assumed.
Key analysis discovered that 50% of respondents spend lower than 10 minutes touring to biking lessons, and 92% full the journey in underneath half-hour. Meaning solely 8% of individuals are prepared to journey greater than half-hour to my studio.
This has modified my whole philosophy for the reason that neighborhood my studio launched in has a barely older demographic (30s-40s adults with households).
Now, I can re-establish my model’s viewers and market, realizing I’ll have probably the most luck drawing in new members who reside inside 30 (or ideally 10!) minutes of the studio.
Professional tip: Focus teams are an effective way to find (or re-discover) your goal market. Chances are you’ll be stunned to search out that your viewers isn’t who you thought it was.
2. Redefine your organization’s imaginative and prescient, mission, and values.
What am I doing? How am I doing it? Why am I doing it?
These are the three questions I’ll ask myself when reevaluating my imaginative and prescient, mission, and values for Psyched 2 Cyc’s rebrand. These messaging foundations will possible change as my firm grows.
New merchandise, priorities, providers, or stakeholders can fully undo what as soon as appeared like a given.
Right here is how I’ll analyze the next components to gauge which elements of my model will want some TLC.
Imaginative and prescient
Imaginative and prescient is the “What am I doing?” of the puzzle. It’s the North Star for each motion my firm undertakes, and it is vital to have a agency understanding of my imaginative and prescient earlier than shifting ahead.
Initially after I based Psyched 2 Cyc, I merely wished to construct a brand new biking studio because it’s a modality I like. Now that I’ve established my model on this manner, I can adapt my imaginative and prescient to be extra particular or forward-thinking.
I based the studio initially to focus on ladies since ladies are a big portion of indoor biking individuals. In spite of everything, 67% of U.S. Peloton homeowners are ladies, and ladies are the fastest-growing demographic in indoor biking in 2024, with a 9% enhance in biking actions.
Nonetheless, now that I’ve established my model within the eyes of girls, I’d prefer to rebrand to be extra inclusive to each women and men.
Simply because ladies are a big proportion of indoor biking lovers doesn’t imply there isn’t a spot for males right here, too.
Mission
The mission is the “How am I doing it?” element. That is my firm’s roadmap for the way we are going to obtain the imaginative and prescient of drawing in additional males to my model.
I’m enthusiastic about including a digital element to my model since 26% of Les Mills survey respondents frequently attend digital indoor biking lessons. On high of that, information discovered that males usually tend to attend digital lessons than ladies.
This might be an effective way to attract in males who is probably not as inclined to take lessons in a reside studio however could be enthusiastic about doing so at residence.
My mission is to include digital lessons to focus on extra males in a predominantly feminine house.
Values
Values are the “Why am I doing this” component. It’s why I’m working in direction of my imaginative and prescient and devoted to my mission.
Now that I’ve tailored my imaginative and prescient and mission, I ought to accordingly adapt my values to align with this new technique. For instance, I’ll incorporate the next new values:
- Elevate the bar. That is each a play on phrases (for the reason that handlebar is a key a part of any bike) and a dedication to constantly compete with yesterday’s efficiency.
- Room for all. This once more has a twin which means: as I embark on a journey to create a extra inclusive house for all individuals in a predominantly younger, feminine setting, this worth will probably be important. But it surely additionally signifies that Psyched 2 Cyc will create a literal “room” for all; whether or not in our studio room or your room at residence taking a digital class.
Understandably, a few of my founding values may turn into unsustainable. It’s more practical to prioritize new values slightly than cling to previous ones, which can restrict change.
Model Voice
Now that I’ve shifted my imaginative and prescient, mission, and values whereas rebranding, how I convey these facets of my firm will even have to alter. What I’m saying is altering, so how I say it is going to additionally want to alter.
For example, I’ve been utilizing a tone of voice that’s younger, trendy, and female. Now that I’m shifting to focus on a barely older demographic and males, I’ll wish to adapt my language to be extra engaging to those audiences.
3. Rename your organization throughout a rebrand.
Altering names is an enormous enterprise and may price model recognition and natural search site visitors in a single fell swoop. I’d solely rename Psyched 2 Cyc if it’s a dire want and I had a plan for restoration as a part of my post-rebrand technique.
As talked about earlier, I chosen the title to draw a youthful viewers, which is why I used “2” as an alternative of “to” and the shortened time period “Cyc.”
Maybe, in eager to rebrand to draw my barely older audience, I could rethink altering the title to resonate higher with the residents within the surrounding space.
Ideally, the very best plan of action is to maintain the identical title to retain model recognition, but when I wish to higher align with my new firm id, I can return to the drafting board.
Professional tip: It may be tough to start your brainstorming session. Some starter concepts for the renaming course of are:
- Make a brand new phrase
- Use an previous phrase in new methods
- Say what I do (actually)
- Modify a phrase’s spelling
- Add a prefix or suffix
- Look to different languages
- Deliver two phrases collectively
- Create an acronym
- Use a location
4. Rethink your model’s slogan.
A very good slogan is catchy and can seize my firm’s mission and imaginative and prescient. Not like altering names, altering slogans is a bit simpler for my advertising and marketing efforts, so I gained’t lose sight of my current prospects tied to the Psyched 2 Cyc model.
That doesn’t imply I gained’t nonetheless think about this fastidiously and guarantee I’m altering the slogan for the proper causes.
Repetition builds recognition, and I don’t wish to change too many facets of my model that folks have come to like and keep in mind.
An concept for a brand new slogan for Psyched 2 Cyc that may higher characterize my new mission and imaginative and prescient could be “Spin, Your Approach.”
This highlights the aim (an indoor biking studio) and emphasizes that we are attempting to be extra inclusive and that there’s house for anybody, no matter age, means, or class type choice.
Professional tip: Slogans will be equally as tough to provide you with as model names. Some methods to find new concepts for slogans are:
- Make a declare
- Get metaphorical
- Use poetic language
- Present directions
- Leverage labels
- Praise prospects
5. Rebuild your model id.
The tangible parts I take advantage of to speak the Psyched 2 Cyc model have been in play for a number of years, which has given me loads of time to rethink their strengths and weaknesses earlier than deciding to exchange a few of them.
Refreshing a few of the visible elements of my model might be an effective way to rebrand with out altering one thing as drastic as the corporate title or slogan.
I can think about redesigning my brand, utilizing new colours in my model materials, and even creating new model pointers.
Brand
Once I chosen my preliminary brand, I had little price range and couldn’t make investments {dollars} into hiring an exterior company to design some choices. As an alternative, I had the assistance of an artist buddy who designed my concept for me.
Sadly, I don’t suppose my brand has an actual affect on prospects. It’s very generic and doesn’t replicate what is exclusive about Psyched 2 Cyc. So, I’ll return to the fundamentals of what makes a very good brand to assist me get it proper this time.
- Keep easy. Jamming as a lot symbolism as doable right into a brand typically would not work properly and may turn into too advanced or complicated for purchasers to grasp. Now that my model is extra established, I can present confidence with a easy, clear brand.
- Make an affect. Whereas it’s essential to be easy, I nonetheless wish to make my brand memorable. There are a number of indoor biking manufacturers on the market, and I would like my brand to be daring sufficient to face out amongst opponents.
- Be adaptable. I didn’t initially think about the restrictions of my unique brand. Now that I do know all of the locations my brand lives — digitally on my web site, app, and social media; in print on merchandise like health attire, water bottles, and our biking footwear; and in an enormous, neon signal within the studio — I can preserve these channels in thoughts throughout the redesign.
- Intention for applicable. I designed the emblem for a youthful, feminine viewers, and now that I’m increasing my goal market, I would desire a brand that higher attracts this viewers.
- Look to the long run. This rebrand will possible price me some huge cash, so I don’t wish to do one other one anytime quickly. Subsequently, I’ll think about my imaginative and prescient, mission, values, and goal to make sure my new brand can assist them in the long term.
- Keep through-lines. The emblem, whereas not as a lot because the title, remains to be one in all my model’s most memorable elements. I wish to keep away from shedding model recognition by sustaining the elements of my previous brand that labored.
Check out the Nickelodeon brand change from 2023 beneath. We retained the identical iconic orange coloration and font however re-incorporated the “splat,” which might be memorable with mother and father.
Shade Palette
I do know coloration could be very impactful in branding — some colours are actually synonymous with the manufacturers that use them, like McDonald’s yellow. Nonetheless, choosing the proper coloration will be tough, so I would think about altering the colour to replicate Psyched 2 Cyc’s rebrand.
For instance, our model brand is at the moment crimson, which I selected since crimson is a vibrant, highly effective coloration that displays health properly. Nonetheless, I now see what number of opponents even have crimson logos, equivalent to CycleBar, and wish to select a brand new coloration that may stand out.
In keeping with the psychology of coloration, inexperienced can characterize development, freshness, and well being, which resonates with health properly. It additionally has an adventurous, aggressive character, which ties pretty properly with biking.
Subsequently, I would think about altering my brand to darkish inexperienced, particularly since I don’t know many health manufacturers with a inexperienced brand.
Earlier than making any drastic modifications, I’ll verify how the colour reveals up on-screen and in print to make sure consistency and that I just like the look.
Typography
I selected an expressive, regal font for my unique brand to assist it pop and seem elevated in opposition to opponents. Nonetheless, I now understand that it doesn’t characterize my model properly — an excessive amount of sophistication could make the model come throughout as elite and inaccessible to the common particular person, which isn’t what Psyched 2 Cyc is about.
When reevaluating fonts, I’ll make sure the font is in keeping with my goal market and messaging uncovered within the rebrand. A extra conventional serif or sans-serif font could also be higher suited when making an attempt to draw a barely older demographic.
I will even make sure that the font is definitely accessible for internet design and provides numerous weights and cuts for various channels.
Take the 2023 Minute Maid brand rebrand, as an illustration, through which they adopted a softer, bolder, and extra inviting new font.
Shapes and Imagery Revisited
Like brand, coloration palette, and typography, my imagery and shapes play a significant function in Psyched 2 Cyc’s model id. In altering these different visible parts, it is sensible to rethink my imagery and shapes to maintain every little thing cohesive within the rebrand.
Since I would like my studio to be extra approachable to new demographics, equivalent to older individuals and males, I would think about softer traces and rounder shapes that present a extra welcoming look to new prospects.
After all, having every little thing visually aligned isn’t sufficient. These visible parts should assist the core messages of my model, too.
Model Pointers
After going by means of all the difficulty of making a brand new model id for my enterprise, I wish to use all these parts appropriately.
Having model pointers will assist information me within the rebranding course of to make sure consistency on this new stage for Psyched 2 Cyc.
Model pointers will probably be particularly important when showcasing my new brand. These pointers will make it as simple as doable for purchasers to see, acknowledge, and keep in mind my brand, making up for any misplaced familiarity from the unique brand.
When writing my brand pointers, I’ll think about the next:
- Brand parts. What visible parts make up my brand? When and the way are every of them used?
- Shade variations. What does the coloured model of my brand seem like? What about black and white? When are every of those used?
- Clear house. Additionally known as padding, that is the house round my brand that forestalls overlap or obscuring. I’ll goal for at the very least 10% of width always.
- Unacceptable makes use of. What can by no means be finished to my brand? What coloration variations, rotations, scaling, and so on. do I wish to keep away from?
These pointers will probably be important for me to distribute to my group so everybody has the knowledge they should deal with the rebrand effortlessly.
It is going to be essential for my group members and exterior businesses we rent to assist us with the web site and app redesign, constructing out our rebrand marketing campaign, and creating new advertising and marketing supplies.
6. Observe model sentiment alongside the way in which.
Although a part of the rationale for my rebrand is to draw new prospects, my present prospects are loyal and trusted. Subsequently, I’ll get suggestions from them on the rebrand parts I’m contemplating.
I plan to conduct focus teams to see if the brand new branding photos and messages talk my new mission, values, and imaginative and prescient. If I do not obtain optimistic suggestions, I may have to return to the drafting board.
I do know some of the essential steps in rebranding is monitoring model sentiment earlier than, throughout, and after a rebrand launch, so I’ll take a look at model sentiment earlier than the rebrand to see what present or potential prospects like and dislike about Psyched 2 Cyc’s branding.
Is it clear what our model provides? Is the branding constant? How does it evaluate to comparable indoor biking studios? What’s one thing about our branding that both drew them in or made them rethink becoming a member of our studio?
With these solutions in thoughts, I can conduct my rebrand strategically, including new messaging that aligns with my viewers. As a plus, this additionally helps my present prospects really feel valued since their ideas will probably be considered.
7. Plan a profitable launch.
The rebrand will solely achieve success and significant if individuals really realize it’s taking place. Subsequently, I do know that I can’t merely change the colours, fonts, and brand on our Psyched 2 Cyc web site, app, and social media. I want to speak what the rebrand means and let individuals know we’ve made intentional development.
First, I plan to run a advertising and marketing marketing campaign involving digital show banners, print adverts, and a brief promo that may run on TV and social media.
I will even manage a press launch to announce the launch of our rebrand that may sit on our web site and social channels. This enables me to share precisely why Psyched 2 Cyc wanted a rebrand and what it means for our future.
This would be the excellent manner for us to reset and stay constant and on-brand in all advertising and marketing efforts shifting ahead.
We’ve misplaced our manner over the previous few years as priorities modified to membership retention, however I imagine a stable rebrand will assist redefine our branding.
Now that we‘ve explored numerous facets of rebranding relating to my fictional model Psyched 2 Cyc, let’s check out some real-world examples for additional inspiration.
Rebranding Examples
- 7UP
- LG
- Jell-O
1. 7UP
7UP’s new id was impressed by the soda itself. The corporate wished to create a brand new visible id that captures the soda’s effervescent essence whereas modernizing with altering instances.
They first dealt with this with a brand new “UPliftment” positioning, primarily based on its historical past of being loved in joyful moments with family members. This new technique guarantees to “provide gentle aid from the mundanities of each day life.”
To feed into this “UP” motion, the model angled its new brand up to give attention to upward motion. 7UP additionally wished to embrace its international viewers, so the packaging brand was designed to be translated into numerous languages for worldwide unification.
These modifications, and the brand new citrus colours within the palette, have helped 7UP create a bolder, brighter, extra assured, and “bubbly” persona, whereas nonetheless staying true to its inexperienced coloration. This rebrand has been extensively applauded for its simplistic, minimalistic, and trendy execution.
2. LG
LG first hinted at its upcoming rebrand in April 2023 with the debut of its new and improved brand — sustaining the identical icon however transitioning it from 3D to 2D. The brand new brand can be animated and expressive and may carry out eight motions (together with nodding and winking).
Past the emblem change, LG launched a youthful and extra playful look in August 2023 with new model characters, Pleasure and Ryder, that showcase LG’s enjoyable aspect whereas taking part in into the corporate’s heritage and Korean tradition.
So as to add much more power to their rebrand, LG additionally built-in a brighter, bolder shade of crimson into their coloration palette.
They even integrated new values, equivalent to “Heat to Energy a Smile,” and made their “Life’s Good” slogan extra distinguished in advertising and marketing. These modifications have been a part of an effort to draw Millennial and Gen Z audiences and redefine the model as progressive, trendy, and people-centric.
3. Reddit
The largest change in Reddit’s 2023 rebrand was bringing their iconic mascot Snoo to life with a brand new dynamic 3D look. Snoo is much less robotic and extra a playful creature who can carry out eight motions, equivalent to spinning.
The model repositioned Reddit as “the center of the web” to spotlight its function in society as an area for communication and discourse. This repositioning can be evident within the body round Snoo and the “d” within the Reddit brand, which are actually speech bubbles to emphasise the identical level.
Reddit’s new model id additionally includes 4 pillars: “inherently eclectic”, “positively completely different”, “delightfully absurd”, and “genuinely candid”, which assist tie all these modifications and refreshes collectively.
The rebrand was finished to modernize Reddit’s look with modifications equivalent to 3D design parts, a simplified coloration palette, and new typefaces, whereas re-emphasizing what individuals already know and love Reddit for — being a hub for neighborhood and dialog.
4. Jell-O
The 2023 Jell-O rebrand concerned a change in brand and packaging for all merchandise. The objective was to draw youthful mother and father and children with playful, easy, colourful imagery and convey again a few of the “jiggly enjoyable and…marvel” that has at all times been related to the model.
This new positioning performed into the brand new designs by incorporating a contemporary aesthetic whereas showcasing the various enjoyable flavors Jell-O has to supply. The emblem shifted to a blockier sans serif font in opposition to a white background for a 3D impact, with the “O” resting barely above.
The packaging additionally now contains cartoonish photos of pudding swirls and jelly fruit as an alternative of the extra life like photos beforehand proven. This helps the model goal youthful mother and father with fruit photos that reveal more healthy choices whereas making the packaging extra eccentric and light-hearted.
This rebrand was well-received as shoppers noticed it as a option to considerably modernize the branding whereas sustaining a few of its traditional, beloved traits.
5. WhatsApp
As a part of the dad or mum firm Meta, which confronted important backlash for its 2021 rebrand, WhatsApp has remained comparatively scandal-free. Thus, it appears the 2023 rebrand was geared toward serving to set WhatsApp aside from the remainder of Meta’s manufacturers.
The objective was to evolve the model from a social media device to a “safe, intimate product designed to provide anybody … the power to attach and enact change.” The group labored to additional the notion of “Ahead. Collectively” primarily based on WhatsApp being a trusted platform for secure, dependable international connection.
The colour palette aligns with numerous product touchpoints, and new graphic modules enable for versatile storytelling. Additionally they seize the spirit of WhatsApp by visually showcasing how backwards and forwards communication seems.
Since WhatsApp has almost three billion international lively customers, the rebrand created a unified look that might resonate with individuals in all places, no matter age, area, literacy, or bandwidth.
It efficiently established itself as a communication device whereas prioritizing model recognition with an unchanged brand and dedication to the model’s iconic inexperienced coloration.
Unhealthy Rebranding Examples
1. Comcast
Comcast has been identified to have the most hated customer support in the US. So, the corporate modified its title and rebranded its brand to Xfinity. Nonetheless, the corporate did not change its historical past of dangerous practices.
Whereas the corporate may have labored on bettering buyer assist, they spent cash on a beauty improve, which did not assist them earn again the belief of their prospects. Superficial updates like a reputation and brand change can’t assist an organization except adopted by model id and status modifications.
Past this, the title change itself is perplexing and, frankly, a waste of time and money. Many purchasers have been confused about whether or not Comcast and Xfinity have been the identical factor, or if one owned the opposite. That is the precise concern in an abrupt model title change — inflicting viewers confusion or ridicule which might result in a loss in present and potential prospects.
2. Hole
Keep in mind that record of causes to and to not rebrand above? Hole made the error of rebranding for seemingly no cause. The corporate modified its brand and precipitated outrage amongst its prospects. Simply six days later, the corporate returned to its unique brand.
The brand new brand did not talk something new in regards to the model and took the character out of Hole’s brand. Moreover, prospects had an emotional bond with the emblem, and altering it for no cause precipitated upset prospects.
Slightly than instantly coming clear, Hole tried to justify the brand new brand as a deliberate transfer to crowdsource new concepts for a brand. As this was met with much more criticism, the model rapidly reinstated its unique brand and at last acknowledged its error.
General, the urge to rapidly modernize a brand has been seen as a panic technique, slightly than one rooted in a real want to shift a model’s positioning or notion. If there’s nothing to again up a transfer this large (and costly), it’s greater than prone to obtain unfavourable backlash.
3. Weight Watchers
Weight Watchers modified its title and brand to shift its focus from weight reduction and weight-reduction plan to wellness. Nonetheless, the brand new title WW left shoppers confused. Individuals didn’t know what it stood for, and it erased model recognition.
The rebrand was additionally dealt with slightly abruptly. There wasn’t sufficient lead time to arrange shoppers for the title and technique change. So as to add to it, the “Wellness that Works” slogan didn’t inform shoppers of what was going to alter in regards to the model.
Whereas the reasoning behind the rebrand was optimistic, the follow-through left individuals wanting extra. Weight Watchers ought to have higher defined why it was making this shift and the way it might deal with this variation — ideally with new services or products choices.
Are you able to rebrand?
From the examples shared above, it’s clear that probably the most profitable rebrands have been ones that have been centered round prospects ultimately.
Whether or not it was LG aligning with the pursuits of youthful shoppers or Jell-O returning to its playful roots, these manufacturers made mandatory modifications to restate their presence in both the identical or a brand new market.
The essential factor to remember if your small business is able to sort out a rebrand is that clear intentions and model consistency are key. This submit taught me that you just want respectable causes for seeing a rebrand by means of.
However you additionally want to have the ability to deal with the time and price range it is going to take to make all of the modifications and launch a advertising and marketing marketing campaign to disclose the rebrand to your viewers.
If you’re able to make these modifications, make them depend.
Editor’s word: This submit was initially revealed in August 2014 and has been up to date for comprehensiveness.