Rebranding: Change Is Good
Published on April 4, 2022, at 10:08 p.m.
by Sophie Gregor.
Most people enjoy creating positive changes within their lives. These changes include altering lifestyles, taking up new hobbies, starting new businesses and changing careers. Making new changes can be intimidating, but often the payoff is well worth the risk.
Not only is change important for personal growth, but it also is important for companies and brands. Despite having loyal customers, issues of consumers growing tired of seeing the same interfaces for long periods of time will arise. Consumers want to see companies who stand out in the market, and 64% of consumers want brands to connect with them.
Rebranding is a good solution for brands or companies looking to make a change. It allows for a brand’s image to be revamped, such as changing the brand identity through a new logo or changing its projected message. Once rebranded, the brand’s social media platforms can quickly share these adaptations and create new sparks.
According to Jason Byer, marketing and partnerships manager at crowdspring, “For rebranding to be successful, you need to start with a strong understanding of your company. What makes your company unique from competitors? Why does your company exist, and what values are important for the business to reflect? It’s critical to understand your brand voice, which is the words, tone and style you use to communicate. Is your company dependable or playful? Trustworthy or innovative?”
Crowdspring believes in the importance of creativity and helping other brands expand their design choices. Since the time of the company’s launch in 2008, “over 220,000 crowdspring creatives from 195 countries have helped more than 60,000 of the world’s best entrepreneurs, small businesses, startups, agencies, and non-profits with logo design, web design, graphic design, product design, and naming,” as noted on its website.
Action Sports and Power Equipment (ASPE) has firsthand experience with the positive results of doing more with a logo due to its partnership with crowdspring. In an online case study, crowdspring explains how Dan Krokosky, ASPE owner, wanted to rebrand his business via a new logo. Once it was developed, he looked to implement the new logo in creative ways. Instead of using typical signs to promote his company, his company vans now sport the rebranded logo.
Byer noted that “visual styles also change over time, and your current style might cause people to think your business and experience are stuck in the past. This is especially problematic if you are active on social media or running advertising campaigns where professionally designed brands will make your brand look outdated.”
Popular companies such as Dunkin’ and McDonald’s have utilized rebranding to add to their immense success.
Until 2018, the Dunkin’ brand was named Dunkin’ Donuts. The company’s image revolved around selling donuts, not coffee. After discovering how popular its coffee and other breakfast items had become, the company decided to shorten its name and unveil a rebranded logo. Thirty-two percent of people were drawn to its new logo, which attracted a more expansive audience.
McDonald’s has been around since 1955 and has been known for its cheap prices and quick services. Despite the perks of quick and reasonably priced food, the image of the brand being unhealthy quickly stuck. This negative image narrowed down its target audience as it eliminated those looking for healthier options. In 2016, the decision to rebrand was made by adding fresher options with less calories and promoting a healthier lifestyle. McDonald’s also revamped its packaging to a more modern and vibrant look. In only two years, there was a 5.5% increase in sales, which has continued over time.
Harry Parsons is senior consultant of brand strategy and naming at Lippincott, a unique consulting firm that focuses on six primary areas: brand, innovation, design, experience, marketing and activation.
In search of rebranding, and to share its new message, DuPont reached out to Lippincott for help. As noted in an online case study on its website, Lippincott helped to define DuPont’s new chapter with a design incorporating a “new brighter DuPont Red” that “is supported by a vibrant and diverse color palette,” and a “DuPont typeface balances crisp edges and rounded curves to make it feel both precisely engineered and approachably warm.”
Parsons stated that “a rebrand can be anything from tuning up the logo and visual identity, to crafting a new logo, to making a full name-change. If you’re already an existing company or brand, rebrands can be a great way to accelerate a big transformation your company is making, reach new audiences with a new message, or shed negative perceptions of your brand.”
“If your company is much different than when you made the brand, or you have an ambitious new direction for the future, a rebrand gives you the chance to tell people your ‘new’ story,” Parsons added.
He also noted the importance of finding the “sweet spot … something that reflects the best of who the company is today, the best of where it’s headed in the future, and is relevant to the customer.”
After seeing the rebranding success of popular brands, other companies and brands are also seeking to revamp their identities. It can be difficult knowing where to start when contemplating rebranding. Companies must also carefully consider this decision. These changes do not happen overnight and can have negative consequences if not executed flawlessly.
While Parsons gave his positive perspective on utilizing rebranding, he also shared words of caution. “You should not rebrand unless your company is truly about to do things differently,” he advised. “If you want to signal a big change with your brand, like a new name or different logo, you better back it up with your actions!”
Rebranding — when combined with significant changes that make the rebrand relevant — may be the best route for a company to take when seeking to reinvigorate a brand. As the old adage says, “Actions speak louder than words.”