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The Art Of Rebranding

For most business, rebranding is a major step in keeping up with the times, engaging with their consumers, or simply giving the existing design aesthetic a facelift. But what makes a rebrand successful?

Representative image of rebranding
Representative Image | Pinterest

In a highly competitive market like the one brought in by the age of the internet, standing out from the competition is extremely essential. But it isn’t always just about the products. When running a business, it is extremely essential to build a strong brand and associated imagery. A design change isn’t simply limited to the audience seeing a new logo but also plays on the mind of consumers as progress in the brand’s ideology and consecutively it’s work ethic. A good rebrand can completely change the company’s public image making it a deciding factor for the company’s success. With stakes that high, companies put a lot of thought and time into developing a rebranding strategy that encapsulates their philosophy and lineage. So, what goes into a successful rebrand, you ask?

Knowing it’s the right time to rebrand is key.

A rebrand can be associated with a re-marriage between a brand and its perception by the audience. As with any marriage, the timing must be right! Older businesses like to rebrand themselves over time to keep up and stay relevant in the eyes of their target audience. When it comes to new businesses that are still finding their place in the market, a rebrand makes sense after the company has gauged its consumer base and set its brand value over its short existence. Rebranding in this case helps with giving the new business a relatively permanent direction and aesthetic that will act as its USP.

A good example of this was the rebranding of the multinational coffee and donut company, “Dunkin’ Donuts” to its current name, “Dunkin’ ”. According to Dunkin’, the company made the change to be on a “first-name basis” with its customers. But the company used the rebrand to make consumers disassociate the brand simply with Donuts by dropping “Donuts” from its name. It then refreshed its outlets while maintaining the familiar orange and pink color scheme ramping up the sales of its beverages.

Updating the design language with the user’s needs in mind goes a long way.

Gone are the days of overly complicated brand logos. Minimalism has become the key to success for a brand’s logo. However, this wasn’t always the case. Take for example the easily recognizable apple logo. At the very beginning of the company in 1976, the founders used an image of Issac Newton sitting under an apple tree. However, the logo was overly complicated and was changed to the multicolor apple logo associated with Macintosh the next year. Over time, the advent of the touchscreen iPhone meant a big shift for users who were used to pressing buttons on a phone. To make it easier for consumers, Apple rebranded its logo to look like a 3D button using a similar design aesthetic for application icons on the phone. The venture was successful and in a similar manner, the company changed its logo 1 more time before settling for its current iteration. What must be pointed out is that while the design of the logo was changed over time, the overall shape remained the same, not allowing consumers to completely dissociate with the brand.

Today, many successful websites change the design aesthetic and interface to make it easier for the user.

Rebranding calls for a long-term strategy.

What you associate with an iconic brand isn’t the result of a day’s work but a meticulously planned business strategy centered around it, being executed over the years. Consumers are always looking for the next best thing and to stay relevant, a company must build preference. This makes a rebrand an important juncture in a brand’s modus operandi. Adding products and services over time, mixing up recipes, expanding into new territories, re-establishing target audience, etc. are all points of consideration to stay relevant for a long period of time.

This can best be demonstrated using the example of LEGO, the Danish toy company. The long-term vision of its owners to make simple building blocks into a complete system of toys and sets, along with their ability to shift marketing efforts to fit their audience, lead to the success of the brand in a market filled with similar offerings.

Be it a simple logo change, a change in the application interface, or a complete overhaul of a business, rebranding can be a deciding factor for the success of a company. Keep these in mind before you consider your brand strategy to seal the deal with your business.

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