A Successful Rebranding Process

Introduction

Rebranding is a complex and sensitive process that can significantly impact the success or failure of a company. With constant market changes and evolving customer needs, brands must adapt. From revisiting visual identity to changing names and messages, each step can play a key role in attracting new audiences and retaining loyal customers. This article covers when to rebrand, steps to create a successful rebranding strategy, dos and don’ts, and examples of brands that have successfully navigated this process.

When to Rebrand

The following scenarios indicate when a company should consider rebranding to align with market changes:
Repositioning in the Market: As customer values and priorities shift, companies may need to reposition themselves. For example, companies focused on environmental responsibility may add eco-friendly products to their portfolio.
Outdated Brand Identity: If the current brand identity (such as fonts, colors, and graphic elements) seems outdated and customers feel the products or services are no longer relevant, it’s time to refresh the brand.
Business Milestones: When a company reaches significant milestones, such as mergers or acquisitions, it may need to introduce a new brand to reflect its new direction.
Adding or Refreshing Products and Services: When a company introduces new products or services, rebranding may be necessary to better reflect these changes and attract a new audience.

Rebranding Strategy Design

By following the steps below, a successful rebranding strategy can be created that appeals to both existing and new customers. The steps, in order, are as follows:
Identify the Target Market: The first step in rebranding is identifying the target market. It’s essential to determine which group of customers to target while retaining current ones.
Review the Current Brand: Evaluate the current brand’s performance in the market. Retain the strengths of the existing brand while addressing weaknesses during the rebranding process.
Look at Brand History for Inspiration: Reviewing the brand’s history can provide inspiration for creating a new brand that retains a nostalgic and trustworthy feel while being modern.
Competitor Analysis: Examining what competitors are doing in the market and what strategies have been successful or unsuccessful can help differentiate the brand.
Define the New Brand Identity: The new brand identity includes the name, slogan, messages, and brand voice. This phase may require multiple iterations and market research to ensure the new identity aligns with the target audience.
Revise Visual Identity: Update visual elements like colors, typography, and logos. Ensure that loyal customers can still recognize the brand while attracting new audiences.
Create a Brand Guide: A brand guide explains the brand’s identity, including the company’s mission, brand positioning, voice, and visual design guidelines. It helps maintain consistency throughout the rebranding process.
Internal Communication of Changes: The rebranding process should be fully communicated internally, helping employees align with the changes and follow the new guidelines.
External Rebrand Launch: Plan the external launch of the rebrand, including timelines, advertising messages, and communication with both existing and new customers.

Rebranding Dos and Don’ts

To develop an effective rebranding strategy, here are several dos and don’ts that can help avoid common pitfalls and ensure a successful rebranding:

Dos:

Involve Stakeholders from the Start: Involving stakeholders early in the rebranding process ensures diverse perspectives and prevents resistance.
Create a Comprehensive Brand Summary: Prepare a detailed brand summary explaining the rationale behind the new choices, including examples of both positive and negative aspects.
Establish Brand Compliance Processes: To maintain brand consistency, establish monitoring processes to ensure all new assets align with the new brand identity.
Plan for a Proper Launch: A well-planned launch can prevent overlap between old and new identities and effectively communicate changes to the audience.

Don’ts:

Changing Everything at Once: A gradual approach allows the internal team and customers to better adapt to the changes.
Trying to Turn the Brand into Something It’s Not: Avoid making false claims, especially in areas like environmental responsibility, as this could erode customer trust.
Losing the Authentic Identity of the Brand: The brand’s core identity should be preserved, as loyal customers are drawn to these values.
Overcomplicating Changes: Sometimes simplicity is the best approach. For instance, Apple has only changed the appearance of its logo over time without altering its shape. Avoid unnecessary and complex changes.
Rushing the Rebranding Process: Take enough time to carefully execute the process. Rushing may result in ill-considered decisions that could harm the brand in the long term.

Examples of Successful Rebranding

Here are a few real-life examples of successful rebranding:

Changes: Dunkin’ Donuts shortened its name to "Dunkin’" to focus on a broader range of products beyond donuts.
Execution: They retained the familiar font and color palette to ensure customers recognized the brand, launching a playful campaign "Our Friends Call Us Dunkin’" to communicate the change.
Result: The rebrand showcased Dunkin’s wider offerings, including coffee and breakfast options, emphasizing its identity as an all-in-one breakfast destination.
Changes: Mailchimp underwent an extensive redesign, introducing a new typeface and simpler, more modern color scheme. They retained their famous monkey mascot but simplified it to a black-and-white design.
Execution: Mailchimp combined fresh design with the brand’s legacy, creating a more modern identity aligned with tech industry trends.
Result: The rebrand helped Mailchimp retain loyal customers while attracting new audiences in the tech world.
Changes: Walmart revamped the in-store shopping experience, shifting from a warehouse-style layout to a more upscale presentation.
Execution: They tested the changes in one store, gathered feedback, and made adjustments before rolling out the new experience to other locations.
Result: This research-driven approach allowed Walmart to introduce the new experience gradually, ensuring customer acceptance and the rebranding’s success.

From these examples, we can conclude that a successful rebranding maintains connections to the original identity while aligning with the needs and expectations of new customers. A gradual, well-planned implementation helps avoid potential issues and ensures that changes are well-received.