Good rebranding is like plastic surgery for business, so why people want to make it cheaper?

Oct 14, 2010 14 Comments by

Is rebranding in fashion today? Or is it like a huge laundry room where everyone washes and refreshes their names and images. Good or bad? To mindlessly rush into rebranding without having the necessary budget or idea? And anyway, why do we need rebranding?

Let’s just think, the huge corporations throw millions and yet remain with unachievable results of a unsuccessful creative … Why?

Let’s first take a look at the definition of rebranding and understand what it is.

Rebranding is the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.
This may involve radical changes to the brand’s logo, brand name, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand / company, sometimes in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand up market. However the main reason for a re-brand is to communicate a new message for a company, something that has evolved, or the new board of directors wish to communicate.
Rebranding can be applied to new products, mature products, or even products still in development.

Wiki.

You have to have a good reason to re-brand your company. If you just want to refresh your image and your logo and the name are still working, better just start a fresh advertising for your company.

Rebranding should be done in certain cases:

  • Your brand is not working (for some reason)
  • Your communication strategy is hopelessly outdated and does not earn revenue
  • Your target audience has changed dramatically
  • Your name is a mile long and no one can pronounce it
  • You come up with radically new ingenious method to attract a huge audience but it does not completely change the image of your company including the name etc. (it might be worthwhile and cheaper to open a new company)
  • Your company has grown up and diversified into various business groups and now it is not clear who is who (re-branding is required)

REBRANDING CAN BE DONE ONLY WHEN YOUR BUDGET ALLOWS YOU TO MAKE QUALITATIVE PROMOTION FOR THE NEW IMAGE OF THE COMPANY

Qualitative rebranding primarily is the result of the long study of your target audience. Many examples are available, consider one of the recent one:

PricewaterhouseCooper. Obvious reason for the rebranding is a long name (there were other reasons also, a more modern image of the company, fresh blood, etc.). As customers and employees already call the company PWC for many years, so the change of the name is natural and as the result the new logo becomes modern, flexible and adaptive.

pwc

Another example Jindal stainless ltd. is among the top 10 manufacturers of stainless steel in the world. In this case, company was divided into groups and name jindal stainless became invisible (Jindal is common family name in India) An idea to change the outdated logo prompted the company to rebrand. As in the case of PWC Jindal stainless steel has an abbreviated name – JSL, so the change of name was a simple and an obvious step.

JSL

However, both are examples from B2B segment, what about B2C?

The process of rebranding a B2C company involves millions of customers who have already formed their relationship with the brand. The company faces a choice between listening to their customers or in providing their own ideas against them (with the possible loss of the audience). This is a difficult choice, the recent example is the change in the logo of Gap, where the target audience has not adopted the new logo and the company has decided to work with the old logo. Situation shows obvious errors in preliminary studies before changing the logo.

On the other hand even the giants of the automotive industry often modify their logos Time to time (but small changes in the logo is not rebranding).

What Ideas should guide us when we take such a crucial step?

The first and most important is to know if your brand actually needs rebranding?

If so then next step is to find a good partner to realise your needs. Hire a trustworthy branding agency (multiple examples of qualitative re-branding in portfolio speak in favor of trust). Contact with the customers of this agency, find out how satisfied they are with new brand, did they like their services and how well is the new branding working.

Another important part is to understand re-branding is like a plastic surgery for your business, it is an investment for years, take it seriously and do not economise. Invest enough time in research, invest in quality design, and be aware of the strong long-term promotion of your new image.

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14 Responses to “Good rebranding is like plastic surgery for business, so why people want to make it cheaper?”

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  2. Logo Design for Business says:

    I really liked this post. You explain this topic very well. Logos are important for the reason that you want people to see a visual image of your company or business. When people see your logo, you want them to instantly correlate that logo design with your business and no one elses. Using a common image or a typeface defeats the purpose of having a logo and can leave the impression that your company is lackluster. A logo is one of the easiest ways to make impact with a brand name when done correctly.

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  14. Repositioning, what the hell is this? says:

    […] is often part of the rebranding which is so popular nowadays. With every attempt to rebrand, Repositioning works to adapt to the […]

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