Rebranding

Not every rebrand is equally successful. For example, clothing brand GAP had decided to implement a new corporate identity where the new logo consisted only of the brand name. The iconic blue box was only printed on top of the last letter. Within 6 days, the rebrand was reversed. The reason: the existing customers were “not amused”. They found the new logo ugly and thirteen a dozen. Customers were also not involved in the development of the new logo. What we can learn from this is that you have to take history into account, especially if it is long and positive, such as in the case of GAP. There has been an emotional connection between the logo and the customers. In addition, GAP's proposition also did not change. This also played a role in the opinions of customers.

But when do you choose to rebrand?

And although you'd be wise to take a good look at your current brand and image, there are certainly good reasons to opt for a rebranding/repositioning. We list the most important ones for you here (in random order):

1. A new positioning
   The organization has a new strategy and identity. The current positioning is no longer in line with that. You want to make the new policy and everything related to it clearly known.
2. Changing market
   The customers from 5-10-25 years ago may not be today's customers anymore. And that also applies to the competition. Are you still distinctive enough? Does the current positioning provide sufficient guidance in this changing world?
3. Mergers & Acquisitions
   Where two (or more) companies go together, there is a need for a clear message. This is who we are today and this is what we stand for. The change becomes immediately clear when a repositioning is chosen.
4. Reputational damage
   Fortunately, it's not very common, but if your brand has suffered serious reputational damage, the choice to reposition can be a smart one. A fresh and new start.
5. Old fashioned image
   Maybe your services and products are up to date, but if you're seen as an old-fashioned and dusty company, you've got a problem. Image is everything. Did you know that Shell has changed the logo more than 8 times since 1909? And what about Pepsi. This video brings the logo changes into a nice picture.
6. New management
   A new CEO often means a breath of fresh air, a new course. So it's an excellent opportunity to breathe new life into the brand. For example, at Apple, Steve Jobs ensured that the iconic rainbow apple was replaced by a modern, metallic version.
7. Internationalization
   As soon as you cross borders with your business, you need to take into account other languages, cultures and way of doing business. A good time to take a look at your current branding and see if it fits in an international setting. Because the world is becoming increasingly accessible, this is often already taken into account. But brands like Croky - became Lays and Raider - became Twix, have implemented this in their international expansion.
8. Because you have to
   When you launch a brand, it may look too much like an existing brand. Then you will have to change the branding. Even if you use recognizable third-party elements but no longer have permission to do so, you will have to deal with a repositioning.
9. Brand portfolio
   Over the years, companies can carry many different brands. This results in a so-called proliferation in the brand portfolio. It is probably no longer even clear internally what belongs to what, and that certainly applies to the public. So now is a good time to also take a look at your brand architecture. Brand architecture is an interesting subject that we will definitely come back to in a future article.

Opted for rebranding... and then what?

Opting for a rebranding process is one thing, but that's when it all starts. And before you immediately look at a creative agency that is a beautiful fire can develop, it is important to take action.

• Costs vs benefits
  Ask yourself, “What will this rebrand cost and what will it bring?” And while you're working on the business case, remember that realization also requires implementation! From the website to the brochures and from the trucks to the buildings. The actual implementation can cost up to 20 times the investment of the realization. Start with an inventory: is it just about a logo or a completely new (visual) identity? What does the corporate identity all come into and what is needed to adapt it to the new corporate identity? This gives you a good estimate of the investment required. In time and money.
• Resources
  A rebrand is time-consuming and complex. You don't just do it on the side. A team from the organization, supplemented with external (offices), together form the project team. A mix of experience and knowledge from the organization and expertise in marketing communication, brand strategy and design. Make roles, tasks and responsibilities clear to everyone. And plan the coordination and decision times.
• Content vs Image
  A successful rebrand starts with capturing the essence of your brand. Who are you, what do you stand for, what makes you unique and distinctive, who is your target group and who is your competition? By having this in focus, you can easily translate this into not only the visual identity, but to all aspects of your brand. We've talked about building a strong brand before product written.
• More than just a logo change
  If you opt for a complete rebrand, this will be applied to all “carriers”. From off- to online, from audio to video. No matter how small the adjustment is, make sure you really include everything. And preferably directly. Otherwise, you run the risk of being confronted with old materials years later. Just compare it to the skirting boards in the house. If they are not ready for the move, they are often not there after a year... By the way, many organizations choose to draw up the old one first before the new one is deployed. So it will have been developed but the implementation will follow in phases. This is often a financially driven choice.
• Everyone on board
  Employees, customers and other stakeholders have a certain feeling about the branding that the organization is currently using. So also include them in the rebranding process. Have them provide input, be part of a test panel or assessment committee. Take them along via storytelling, socials, newsletters, blogs, vlogs. This way, you ensure a higher acceptance rate and you immediately create ambassadors for your (new) brand. So it's a win-win.

A big bang

After an intensive period, everything is ready and ready. Time to go 'live' with the new positioning! In this case, “be proud and show it”! Roll out the repositioning clearly in one go. Think of a launch party, an internal kick-off and/or a strategic campaign. You have a great reason to bang on the drum and ask for attention. Everything you need to load and market your new brand. Both internally and externally, because winning outside means starting inside.

A brand is work

Launching your new brand isn't the end of the journey. It is the beginning of a new phase of the brand's life. A brand is hard work. Always measuring, monitoring and optimizing. Committing to the right perception of your brand, promoting the values, implementing the identity in all aspects. So that your brand continues to match who you are, the market you serve, and customers and consumers you want to connect to.

Last tip

Planning is really key. So make sure you make a clear and realistic plan. Have you put the dot on the horizon? The day when the repositioning should be officially unveiled? Then work backwards. The important milestones in the strategic phase (content), realization phase (development) and implementation phase (rollout) provide guidance to the planning. This way, you can clearly see if you are still on track and possibly make adjustments. In addition, detailed planning also gives everyone involved a good overview of what happens when and what is expected of them.

‍