Rebranding

In today’s world of too much choice and too little time, making your brand stand out has become more important than ever before! ⌛ But with endless shelves of identical products to choose from, how can a company motivate customers to pick them over their competitor?... The answer is something we call branding! 💡

But what exactly is branding? 🤔💭

In a nutshell, branding is all the things that establish how customers perceive a company; whether that’s seeing the logo, hearing the name or reaching for its products... the more consistent a brands’ image is, the better the relationship between a business and its customers will be! 😄👌

Why is branding important?

Every now and then we decide to make a few changes in our lives to keep it fresh, and being a brand is no different! Many brands go through a rebrand to stay current or to change their strategic direction - but like with any change, rebranding involves an element of risk and sometimes companies don’t always succeed.  

So we’ve rounded up some examples of rebranding successes and failures for you to take a look at!

Successes:

Instagram:
Everyone’s favourite app to edit, share and like photos caused quite a stir when it went through a major rebrand back in 2016. 📸 🤳

Out went the classic icon of a Polaroid camera from the 50’s and in came a simpler, sleeker design of the original logo! Updates could also be seen within the app itself - with the interface taking on a black and white scheme to make the users content the focal point.  

Despite the initial disappointment surrounding the rebrand, the app has managed to stand the test of time. 💪 This is down to its careful thought to move with the times and putting the users at the heart of the design, while also maintaining the brand identity!

Airbnb:  
In 2014, the world’s most unique and favourable accommodation company, Airbnb underwent a massive rebrand with the aim of communicating their mission – to make their community feel like they can ‘belong anywhere’! 🌎✈️ 🌴

Their updated logo is undeniably an improvement on the original and reflects its core values of community and belonging. This is embraced through an icon of a marque (named Bélo) that anyone in the world could draw - something that is not bound by language, culture or location!

Any brand looking to spark global conversation can definitely learn a few tips from this one. 😉

Mistakes:

Burberry:
Last month, Burberry revealed its drastic rebrand to the world and it immediately hit debate inside-out the design community!  
The fashion house has arguably turned its back on its traditional identity in favour of a more contemporary look - almost identical to other fashion brands. 😴 While this has spiked new interest and potentially greater profits in the short-term, has Burberry’s legacy been left behind and forgotten? 👋

Tropicana:
Tropicana is one of the most trusted juice brands around and when they decided it was time for a rebrand, their intention was to make the brand appear more modern and down to earth.  

With this in mind, they changed everything from the logo, imagery, and packaging - but unfortunately, it didn’t go down well with customers! 👎 The whole rebrand led to a huge 20% drop in sales, simply because customers didn’t recognise the products! Eventually, Tropicana had no option but to abandon the rebrand and revert back to its original design.  

Lessons learnt:
So, what can we learn from these successes and mistakes?  

As shown by Burberry and Tropicana, it’s important not to forget your heritage! In doing so, a brand is likely to lose its identity and alienate its consumers who no longer relate to the new changes. 👽

Looking at Instagram and Airbnb’s success - we can establish that in order to come out on top, a company must remain true to its values. It should look to the future by putting its communities changing needs at the heart of all decisions, while also respecting its history and remembering its founding mission.   

If you’re looking for more marketing and design tips, check out our blog here: http://bit.ly/2KWHBQk

Jenessa Hung