In the fast-paced world of business, staying relevant and appealing to consulters often requires companies to evolve. When it comes to rebranding, it’s a strategic move that companies use to breathe new life into their image, connect with changing consumer needs and reposition themselves in the market. Rebranding can be a risky endeavour; numerous success stories offer valuable insights and lessons for companies contemplating a brand makeover. So, if you’re thinking about rebranding your image, here are five things to consider when it comes to success rebranding.
When it comes to successful rebranding stories, they often begin with a deep understanding of why change is necessary. Whether it’s a shift in their market, outdated brand perception, or changes in consumer behaviour, recognising the need for change is the first crucial step. One of the most successful rebranding stories is the transformation of Old Spice from a traditional brand to one that resonates with younger demographics. They observed a need to rejuvenate their image and appeal to a new generation, leading to a massively successful campaign and rebranding that revitalised their brand.
Defining a clear understanding of objectives regarding rebranding is massively important. Companies that succeed in rebranding articulate clear objectives and goals for the makeover. A prime example is Starbucks. When it comes to Starbucks rebranding, it when beyond just a change in logo; it represented a move to emphasize sustainability and community engagement. With a focus on ethically sourced coffee and creating a third place for people to gather, Starbucks communicated a clear message through their rebranding efforts.
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Having a consistence and honest message throughout your entire rebranding process is important. One of the most successful stories of this would be Apple. Apple shifted their branding from a computer company to a lifestyle brand. They maintained a consistence message and design while ensuring a smooth transition for their target audience. They were also transparent about the reasons behind the change and what it would mean for the consumers. This became, if not, the most successful rebranding strategies in the world.
Embracing innovation is always important. Whether it’s renewing a service, introducing new techniques, or establishing successful ideas to create new value for products or services. One company that generated innovation was Netflix. Like Blockbusters, Netflix started out as a DVD rental service that evolved into a global streaming giant. Their rebranding efforts embraced technological innovation, responding to changing consumer habits by providing on-demand content, when and whenever consumers wanted it. This showcased a company adapting to the changing of technology and consumer habits while remaining relevant in a rapidly changing market.
One of the famous rebranding that everyone has heard of and played with is LEGO. The famous toy company, which is 91 years old now, had slowly grown outdated and sad to say “boring” at one time. By 2003, LEGO was lacking cash and were very close to becoming bankrupt due to falling out of favour with its core target audience. But they saw a way out. They created a way to build on their brand. They created digital channels to not only engage children, but also their parents. This helped reestablish the brand as a relevant again. By developing new and fun LEGO themed entertainment that engaged and pulled in new consumers, LEGO extended its brand of fun in new areas. This led to engaging their consumers wherever they were in the world.
Rebranding is simply not about changing your company’s appearance; it’s about embracing change, communicating effectively and strategically adapting to new market landscapes. Successful rebranding stories emphasise the need for clear objectives, consistent messaging, innovation, and engagement with the audience. They serve as valuable lessons for companies thinking about a brand makeover and highlight the transformative power of a well-executed rebranding strategy.
At Ignite, we understand the new of a strong rebrand and what it could mean for your business, whether you’re small or as big as some of the stories in this article. We work with you and research your target audience and develop a rebrand strategy that, overtime, will bring in new and old consumers.
If our rebranding services are of interest to you, please drop us an email and let us show you what we can do.