Whereas I’m not a enterprise proprietor and haven’t branded my very own enterprise, I’ve been an worker at firms which have undergone large-scale rebrands.
Most just lately, Nickelodeon, the place I work full-time in advertising and marketing, pulled off a rebranding technique in 2023 for the primary time in 14 years.
We brought back the “splat,” a form impressed by Nickelodeon’s iconic inexperienced slime, as a tactic to faucet into each children and their nostalgic dad and mom who’re former 90s Nick Children themselves. This was a part of an effort to place Nickelodeon as a model that brings households throughout generations collectively to get pleasure from high quality time.
For my part, that is an instance of an organization rebranding appropriately and out of necessity. In a aggressive leisure panorama preventing for teenagers’ consideration, Nickelodeon knew we couldn’t preserve doing extra of the identical.
Generally (however not on a regular basis!), top-of-the-line methods to maneuver ahead is by leaning on and adapting previous successes.
It’s not straightforward to know when is the fitting time to put money into a rebrand and deal with that rebrand successfully, so I‘ve ready this put up to assist information the method, plus examples of different manufacturers who’ve efficiently rebranded their web site, identify, emblem, mission, and function.
Desk of Contents
What’s rebranding?
Rebranding is when your organization rethinks your advertising and marketing technique with a brand new identify, emblem, or design, with the intention of creating a brand new, differentiated id within the minds of shoppers and different stakeholders.
Understanding what rebranding is is simply a part of the battle. Now, you have to guarantee you’ve gotten the proper causes to rebrand.
The Proper (and Improper) Causes to Rebrand
Rebrands are difficult and carry massive dangers.
Even massive manufacturers aren’t immune — simply take a look at X, which is taken into account one of many largest current rebranding fails. Elon Musk rebranded Twitter as X in 2023 by renaming and restyling the complete model.
Because of this, 78% of U.S. iOS users gave the app 1-star opinions, in comparison with 50% two weeks prior. A lot of the detrimental opinions talked about disliking the brand new identify and emblem.
Whereas it can take time to see the true long-term results of this rebranding, it’s clear that abrupt, random adjustments to manufacturers with usually optimistic sentiments and long-standing reputations could be extremely detrimental.
That’s why realizing the dangers of rebranding can assist decide whether or not or not you are leaping right into a rebrand for the fitting causes.
If gross sales have been sluggish or model consciousness efforts are not paying off, rebranding will not be one of the best rapid step.
These points can doubtlessly be solved with a new content marketing strategy or by conducting market research to determine the underlying trigger.
However in the event you‘re contemplating a rebrand as a result of your organization’s imaginative and prescient, mission, values, and market are not mirrored in your model, then a rebrand is perhaps the fitting choice.
There are just a few different main causes you would possibly think about a rebrand. I’ll exhibit these causes utilizing my fictitious indoor biking enterprise, Psyched 2 Cyc.
4 Proper Causes for Rebranding
New Places
Psyched 2 Cyc began as a singular, native studio in New York Metropolis, so I chosen a punny identify that doubtless solely works in English.
After rising all through NYC and the nation, my enterprise is now seeking to develop to non-English, worldwide markets that won’t determine with the enterprise identify. This could possibly be a very good time to contemplate a full model rename.
Market Repositioning
The identify Psyched 2 Cyc was chosen with younger health lovers at coronary heart — therefore the abbreviated phrase “Cyc” and the usage of “2” as an alternative of “to.”
However I’d now like to focus on older shoppers enthusiastic about bettering their health with a low-impact exercise like indoor biking.
Thus, I could must refresh my model identify (or think about rewriting it in full as Psyched to Cycle) to raised resonate with individuals of all ages.
New Philosophy
I began my enterprise as primarily an indoor biking studio. Thus, our mission, imaginative and prescient, and values all encompass the concept of health, well being, and wellness by means of the usage of an indoor bike.
If I wish to develop my enterprise to incorporate one other modality, comparable to power, yoga, or working, it is sensible to wish to reevaluate my model. That approach, I can construct new MVVs that align with the rising enterprise choices.
Mergers and Acquisitions
To develop my enterprise, viewers, and choices, I’ve partnered with a power coaching studio, Sweat Energy.
Combining our two manufacturers both implies that we comply with undertake the branding of one of many studios, or we should work collectively to provide you with a brand new identify, emblem, and positioning that finest displays our new model.
Moreover, listed below are just a few causes not to rebrand.
4 Improper Causes for Rebranding
Boredom
It’s been greater than twenty years, and I’m feeling uninspired by the emblem and slogan I chosen again after I first launched Psyched 2 Cyc. I’m itching for some change that can refresh my enterprise and make it look extra elevated.
Nonetheless, my prospects (who see my branding a lot much less steadily) would possibly love — or shortly acknowledge — the signature coloration and emblem I’ve come to detest. I ought to think about how a sudden change to my branding may depart shoppers confused or disenchanted.
Masking Up a Disaster
One among my enterprise’s executives just lately acquired dangerous press that has mirrored badly on Psyched 2 Cyc. I’m determined for an enormous rebranding shift that can assist us transfer previous this era of negativity.
Nonetheless, most shoppers and workers are good sufficient to see proper by means of my rebrand and acknowledge it for what it’s — a cover-up. It’s finest to deal with dangerous press with respect, authenticity, and actionable change.
Impression and Ego
I’ve just lately employed some new leaders who’re excited a few rebranding as they really feel they had been introduced in to assist clean up Psyched 2 Cyc’s model. They wish to refresh our mission assertion and values.
Nonetheless, the sort of institutional change they wish to implement doesn’t justify a rebrand. It’s extra about them making their mark and producing radical change.
On the lookout for Consideration
Courses have been half-full at finest, and a number of other instructors have just lately stop. I’m tempted to execute a rebrand to convey life again to the model and encourage new instructors to wish to train at Psyched 2 Cyc.
At finest, this may occasionally generate some short-term buzz with none gross sales and advertising and marketing technique to maintain it. At worst, I may lose model recognition and set again gross sales and advertising and marketing efforts much more.
If you happen to’ve decided a rebrand continues to be the fitting alternative for you, preserve studying to discover ways to devise a rebranding technique.
Rebranding Technique
To efficiently implement a rebranding technique, begin by figuring out whether or not the model wants a partial or whole rebrand. Subsequent, reestablish the model’s goal market by means of analysis to determine what demographic to draw with a rebrand. Lastly, redefine the imaginative and prescient, mission, and values, and use these new definitions as guideposts for the general rebranding technique.
Rebranding efforts could embrace:
1. Creating a brand new emblem.
One of many predominant methods of rebranding is creating a new logo. A brand new emblem is a transparent signal to shoppers that your model’s id is totally different. A brand new emblem can contain new colours, fashionable typography, or a brand new icon that higher represents your model.
Professional tip: Use your model’s imaginative and prescient, mission, and values to encourage your new aesthetic. As an example, Pepsi rebranded in 2023 for the primary time in 14 years for its a hundred and twenty fifth anniversary.
The brand nonetheless makes use of the essence of the previous emblem, which helps keep consistency and model recognition with loyal prospects. Nonetheless, the brand new emblem incorporates bolder colours and a classic look that ties again to the corporate’s lengthy heritage.
I additionally admire that the emblem is now extra compact, making it simpler to position on merchandise and adverts. Lastly, Pepsi has made its model identify a lot simpler to learn within the new emblem, in all-caps and daring black font, reasonably than the blue, wavy, lower-case earlier model.
2. Shifting model place.
Sadly, rebranding isn’t as straightforward as hiring an company to revamp your emblem. It’s important to shift your model positioning.
The merchandise, providers, or content material being marketed want to speak a sure message, whether or not that is a mission, values, or imaginative and prescient.
That is the easiest way to set your model other than rivals and attract shoppers aligned with these beliefs.
Professional tip: Chances are high, you may must reestablish a singular promoting proposition and take inventory of what distinguishes your model from the gang. This can show you how to higher join with you target market and perceive your place out there.
In 2015, Gucci shifted its brand positioning to enchantment to youthful generations. To do that, they pivoted from polished and provocative to quirky and up to date. In addition they targeted extra on communication that may resonate on Instagram and adopted a progressive stance on gender fluidity.
These adjustments considerably elevated gross sales with Millennial and Gen Z shoppers who had been capable of higher resonate with Gucci’s mission, values, and imaginative and prescient.
3. Creating new adverts.
As soon as the emblem and messaging are locked, it is time to create new ads and content material with this messaging in thoughts.
These adverts ought to talk the adjustments to your model and what they imply for patrons. This can assist attract a brand new demographic and attain bigger audiences.
Professional tip: New logos and messaging will solely go far in the event you can put money into advertising and marketing to point out the world these rebranding adjustments. As an example, Eurostar rebranded in 2023 after merging with Thalys, a French-Belgian high-speed practice operator, as a part of a goal to reach 30 million passengers by 2030.
After updating visible parts, the model, now Eurostar Group, created an advert marketing campaign across the slogan “Collectively We Go Additional,” involving a promo, out-of-home, and digital.
The marketing campaign highlighted the model’s key traits — European, inclusive, distinctive, and sustainable — to emphasise the joy of discovering a vibrant world of journey by means of Europe.
The general rebranding technique resulted in route growth in 2023 in main routes, comparable to Paris to London and Paris to Amsterdam, in addition to an increase in online sales, website conversions, and mobile app downloads.
4. Altering your model’s voice.
The final step of a strong rebranding technique is altering the model‘s voice.
That is the angle from which you write all of your advertising and marketing content material. Your voice could be formal, informal, witty, or no matter tone finest displays your model. Change your model’s voice accordingly and announce your rebrand on this new tone.
Professional tip: Consider your model as an individual. After they stroll into a celebration, are they cracking jokes and the lifetime of the occasion, or are they skilled and no-nonsense? Use your model persona to tell this model voice.
Duolingo started as a standard language studying app and has since developed right into a foolish, humorously-aggressive model. Customers began creating memes in 2019 concerning the evil owl mascot, Duo, who would berate them to follow.
The model leaned into this persona and tailored its model voice to suit this new persona.
The model voice is now very quirky, personable, and younger, and, at occasions, leans into the “evil Duo” voice which has made it ultra-popular on social media.
Embracing this model voice has aided Duolingo’s whole rebranding technique, because it now leans on the voice to dictate its model id, advertising and marketing strategies, targets, and target market.
Not all rebrands are created equal, so let’s first think about whether or not a partial or whole rebrand is the best choice for what you are promoting.
Partial vs. Whole Rebrand
The extra established what you are promoting and model, the extra you need to lose from a rebrand. If what you are promoting is extra mature, a partial rebrand can assist you keep the model loyalty you have constructed, whereas refreshing your picture to maintain up with the occasions.
Consider a partial rebrand as an adjustment targeted on visible model id to go well with new choices or markets, as opposed to an entire id disaster.
That‘s to not say {that a} partial rebrand can’t be efficient. Simply take a look at Pringles.
They redesigned their mascot, Mr. P, in 2021 with a extra easy, up to date look. This partial rebrand helped them keep their iconic model id whereas giving their mascot a daring, refreshed look.
Nonetheless, if the aim is a whole id shift involving your organization’s mission, imaginative and prescient, and values, a complete rebrand is perhaps vital.
This feature is usually suited to conditions like mergers, product overhauls, and different equally foundational shifts.
If a partial rebrand is a fast touch-up, the overall rebrand is a whole makeover.
Check out the next 5 steps to efficiently implement a rebrand.
The way to Rebrand a Firm
- Reestablish your model’s viewers and market.
- Redefine your organization’s imaginative and prescient, mission, and values.
- Rename your organization throughout a rebrand.
- Rethink your model’s slogan.
- Rebuild your model id.
- Monitor model sentiment.
- Plan a profitable launch.
1. Reestablish your model’s viewers and market.
Let’s return to my fictional indoor biking enterprise, Psyched 2 Cyc. After I obtained into this enterprise, I anticipated my target market to be of their 20s and early 30s, since that’s the commonest demographic for different biking studios like SoulCycle.
Nonetheless, after in depth market analysis, I spotted my goal market was totally different from what I had assumed.
Key analysis discovered that 50% of respondents spend lower than 10 minutes touring to biking courses, and 92% full the journey in beneath half-hour. Meaning solely 8% of members are prepared to journey greater than half-hour to my studio.
This has modified my whole philosophy for the reason that neighborhood my studio launched in has a barely older demographic (30s-40s adults with households).
Now, I can re-establish my model’s viewers and market, realizing I’ll have probably the most luck drawing in new members who dwell inside 30 (or ideally 10!) minutes of the studio.
Professional tip: Focus teams are an effective way to find (or re-discover) your goal market. You could be stunned to search out that your viewers isn’t who you thought it was.
2. Redefine your organization’s imaginative and prescient, mission, and values.
What am I doing? How am I doing it? Why am I doing it?
These are the three questions I’ll ask myself when reevaluating my imaginative and prescient, mission, and values for Psyched 2 Cyc’s rebrand. These messaging foundations will doubtless change as my firm grows.
New merchandise, priorities, providers, or stakeholders can fully undo what as soon as appeared like a given.
Right here is how I’ll analyze the next components to gauge which elements of my model will want some TLC.
Imaginative and prescient
Imaginative and prescient is the “What am I doing?” of the puzzle. It’s the North Star for each motion my firm undertakes, and it is vital to have a agency understanding of my imaginative and prescient earlier than transferring ahead.
Initially after I based Psyched 2 Cyc, I merely needed to construct a brand new biking studio because it’s a modality I really like. Now that I’ve established my model on this approach, I can adapt my imaginative and prescient to be extra particular or forward-thinking.
I based the studio initially to focus on girls since girls are a big portion of indoor biking members. In spite of everything, 67% of U.S. Peloton owners are girls, and women are the fastest-growing demographic in indoor biking in 2024, with a 9% enhance in biking actions.
Nonetheless, now that I’ve established my model within the eyes of girls, I’d prefer to rebrand to be extra inclusive to each women and men.
Simply because girls are a big proportion of indoor biking lovers doesn’t imply there isn’t a spot for males right here, too.
Mission
The mission is the “How am I doing it?” part. That is my firm’s roadmap for a way we are going to obtain the imaginative and prescient of drawing in additional males to my model.
I’m enthusiastic about including a digital part to my model since 26% of Les Mills survey respondents often attend digital indoor biking courses. On prime of that, information discovered that males usually tend to attend digital courses than girls.
This could possibly be an effective way to attract in males who will not be as inclined to take courses in a dwell studio however can be enthusiastic about doing so at dwelling.
My mission is to include digital courses to focus on extra males in a predominantly feminine area.
Values
Values are the “Why am I doing this” factor. It’s why I’m working in direction of my imaginative and prescient and devoted to my mission.
Now that I’ve tailored my imaginative and prescient and mission, I ought to accordingly adapt my values to align with this new technique. For instance, I’ll incorporate the next new values:
- Increase the bar. That is each a play on phrases (for the reason that handlebar is a key a part of any bike) and a dedication to repeatedly compete with yesterday’s efficiency.
- Room for all. This once more has a twin that means: as I embark on a journey to create a extra inclusive area for all individuals in a predominantly younger, feminine atmosphere, this worth might be important. Nevertheless it additionally signifies that Psyched 2 Cyc will create a literal “room” for all; whether or not in our studio room or your room at dwelling taking a digital class.
Understandably, a few of my founding values would possibly change into unsustainable. It’s more practical to prioritize new values reasonably than cling to previous ones, which can restrict change.
Model Voice
Now that I’ve shifted my imaginative and prescient, mission, and values whereas rebranding, how I convey these elements of my firm may also have to vary. What I’m saying is altering, so how I say it can additionally want to vary.
As an example, I’ve been utilizing a tone of voice that’s younger, fashionable, and female. Now that I’m shifting to focus on a barely older demographic and males, I’ll wish to adapt my language to be extra enticing to those audiences.
3. Rename your organization throughout a rebrand.
Altering names is an enormous enterprise and may value model recognition and natural search site visitors in a single fell swoop. I’d solely rename Psyched 2 Cyc if it’s a dire want and I had a plan for restoration as a part of my post-rebrand technique.
As talked about earlier, I chosen the identify to draw a youthful viewers, which is why I used “2” as an alternative of “to” and the shortened time period “Cyc.”
Maybe, in desirous to rebrand to draw my barely older target market, I could rethink altering the identify to resonate higher with the residents within the surrounding space.
Ideally, one of the best plan of action is to maintain the identical identify to retain model recognition, but when I wish to higher align with my new firm id, I can return to the drafting board.
Professional tip: It may be troublesome to start your brainstorming session. Some starter concepts for the renaming course of are:
- Make a brand new phrase
- Use an outdated phrase in new methods
- Say what I do (actually)
- Modify a phrase’s spelling
- Add a prefix or suffix
- Look to different languages
- Convey two phrases collectively
- Create an acronym
- Use a location
4. Rethink your model’s slogan.
An excellent slogan is catchy and can seize my firm’s mission and imaginative and prescient. Not like altering names, altering slogans is a little bit simpler for my advertising and marketing efforts, so I received’t lose sight of my present prospects tied to the Psyched 2 Cyc model.
That doesn’t imply I received’t nonetheless think about this rigorously and guarantee I’m altering the slogan for the fitting causes.
Repetition builds recognition, and I don’t wish to change too many elements of my model that individuals have come to like and keep in mind.
An concept for a brand new slogan for Psyched 2 Cyc that may higher characterize my new mission and imaginative and prescient can be “Spin, Your Approach.”
This highlights the aim (an indoor biking studio) and emphasizes that we are attempting to be extra inclusive and that there’s area for anybody, no matter age, capability, or class fashion desire.
Professional tip: Slogans could be equally as troublesome to provide you with as model names. Some methods to find new concepts for slogans are:
- Make a declare
- Get metaphorical
- Use poetic language
- Present directions
- Leverage labels
- Praise prospects
5. Rebuild your model id.
The tangible parts I exploit to speak the Psyched 2 Cyc model have been in play for a number of years, which has given me loads of time to rethink their strengths and weaknesses earlier than deciding to exchange a few of them.
Refreshing a number of the visible parts of my model could possibly be an effective way to rebrand with out altering one thing as drastic as the corporate identify or slogan.
I can think about redesigning my emblem, utilizing new colours in my model materials, and even creating new model tips.
Brand
After I chosen my preliminary emblem, I had little price range and couldn’t make investments {dollars} into hiring an exterior company to design some choices. As an alternative, I had the assistance of an artist pal who designed my concept for me.
Sadly, I don’t suppose my emblem has an actual impression on prospects. It’s very generic and doesn’t mirror what is exclusive about Psyched 2 Cyc. So, I’ll return to the fundamentals of what makes a very good emblem to assist me get it proper this time.
- Keep easy. Jamming as a lot symbolism as potential right into a emblem usually would not work nicely and may change into too advanced or complicated for patrons to grasp. Now that my model is extra established, I can present confidence with a easy, clear emblem.
- Make an impression. Whereas it’s essential to be easy, I nonetheless wish to make my emblem memorable. There are numerous indoor biking manufacturers on the market, and I would like my emblem to be daring sufficient to face out amongst rivals.
- Be adaptable. I didn’t initially think about the restrictions of my unique emblem. Now that I do know all of the locations my emblem lives — digitally on my web site, app, and social media; in print on merchandise like health attire, water bottles, and our biking sneakers; and in an enormous, neon signal within the studio — I can preserve these channels in thoughts throughout the redesign.
- Intention for applicable. I designed the emblem for a youthful, feminine viewers, and now that I’m increasing my goal market, I’d desire a emblem that higher attracts this viewers.
- Look to the long run. This rebrand will doubtless value me some huge cash, so I don’t wish to do one other one anytime quickly. Subsequently, I’ll think about my imaginative and prescient, mission, values, and function to make sure my new emblem can assist them in the long term.
- Keep through-lines. The brand, whereas not as a lot because the identify, continues to be certainly one of my model’s most memorable parts. I wish to keep away from shedding model recognition by sustaining the elements of my outdated emblem that labored.
Check out the Nickelodeon emblem change from 2023 beneath. We retained the identical iconic orange coloration and font however re-incorporated the “splat,” which might be memorable with dad and mom.
Shade Palette
I do know coloration may be very impactful in branding — some colours at the moment are synonymous with the manufacturers that use them, like McDonald’s yellow. Nonetheless, selecting the best coloration could be troublesome, so I’d think about altering the colour to mirror Psyched 2 Cyc’s rebrand.
For instance, our model emblem is presently pink, which I selected since pink is a vibrant, highly effective coloration that displays health nicely. Nonetheless, I now see what number of rivals even have pink logos, comparable to CycleBar, and wish to select a brand new coloration that may stand out.
In response to the psychology of color, inexperienced can characterize development, freshness, and well being, which resonates with health nicely. It additionally has an adventurous, aggressive persona, which ties pretty nicely with biking.
Subsequently, I’d think about altering my emblem to darkish inexperienced, particularly since I don’t know many health manufacturers with a inexperienced emblem.
Earlier than making any drastic adjustments, I’ll verify how the colour exhibits up on-screen and in print to make sure consistency and that I just like the look.
Typography
I selected an expressive, regal font for my unique emblem to assist it pop and seem elevated towards rivals. Nonetheless, I now notice that it doesn’t characterize my model nicely — an excessive amount of sophistication could make the model come throughout as elite and inaccessible to the typical individual, which isn’t what Psyched 2 Cyc is about.
When reevaluating fonts, I’ll make sure the font is in keeping with my goal market and messaging uncovered within the rebrand. A extra conventional serif or sans-serif font could also be higher suited when making an attempt to draw a barely older demographic.
I may also make sure that the font is well accessible for internet design and affords numerous weights and cuts for various channels.
Take the 2023 Minute Maid emblem rebrand, as an illustration, wherein they adopted a softer, bolder, and extra inviting new font.
Shapes and Imagery Revisited
Like emblem, coloration palette, and typography, my imagery and shapes play a significant function in Psyched 2 Cyc’s model id. In altering these different visible parts, it is sensible to rethink my imagery and shapes to maintain the whole lot cohesive within the rebrand.
Since I would like my studio to be extra approachable to new demographics, comparable to older individuals and males, I’d think about softer strains and rounder shapes that present a extra welcoming look to new prospects.
In fact, having the whole lot visually aligned isn’t sufficient. These visible parts should assist the core messages of my model, too.
Model Pointers
After going by means of all the difficulty of making a brand new model id for my enterprise, I wish to use all these parts appropriately.
Having model tips will assist information me within the rebranding course of to make sure consistency on this new stage for Psyched 2 Cyc.
Model tips might be particularly crucial when showcasing my new emblem. These tips will make it as straightforward as potential for patrons to see, acknowledge, and keep in mind my emblem, making up for any misplaced familiarity from the unique emblem.
When writing my emblem tips, I’ll think about the next:
- Brand parts. What visible parts make up my emblem? When and the way are every of them used?
- Shade variations. What does the coloured model of my emblem appear like? What about black and white? When are every of those used?
- Clear area. Additionally referred to as padding, that is the area round my emblem that stops overlap or obscuring. I’ll purpose for at the least 10% of width always.
- Unacceptable makes use of. What can by no means be performed to my emblem? What coloration variations, rotations, scaling, and so forth. do I wish to keep away from?
These tips might be important for me to distribute to my group so everybody has the data they should deal with the rebrand effortlessly.
It is going to be essential for my group members and exterior companies we rent to assist us with the web site and app redesign, constructing out our rebrand marketing campaign, and creating new advertising and marketing supplies.
6. Monitor model sentiment alongside the best way.
Although a part of the explanation for my rebrand is to draw new prospects, my present prospects are loyal and trusted. Subsequently, I’ll get suggestions from them on the rebrand parts I’m contemplating.
I plan to conduct focus teams to see if the brand new branding pictures and messages talk my new mission, values, and imaginative and prescient. If I do not obtain optimistic suggestions, I may have to return to the drafting board.
I do know one of the crucial essential steps in rebranding is monitoring model sentiment earlier than, throughout, and after a rebrand launch, so I’ll take a look at model sentiment earlier than the rebrand to see what present or potential prospects like and dislike about Psyched 2 Cyc’s branding.
Is it clear what our model affords? Is the branding constant? How does it evaluate to related indoor biking studios? What’s one thing about our branding that both drew them in or made them rethink becoming a member of our studio?
With these solutions in thoughts, I can conduct my rebrand strategically, including new messaging that aligns with my viewers. As a plus, this additionally helps my present prospects really feel valued since their ideas might be considered.
7. Plan a profitable launch.
The rebrand will solely achieve success and significant if individuals really realize it’s taking place. Subsequently, I do know that I can’t merely change the colours, fonts, and emblem on our Psyched 2 Cyc web site, app, and social media. I want to speak what the rebrand means and let individuals know we’ve made intentional development.
First, I plan to run a advertising and marketing marketing campaign involving digital show banners, print adverts, and a brief promo that may run on TV and social media.
I may also manage a press launch to announce the launch of our rebrand that can sit on our web site and social channels. This enables me to share precisely why Psyched 2 Cyc wanted a rebrand and what it means for our future.
This would be the excellent approach for us to reset and stay constant and on-brand in all advertising and marketing efforts transferring ahead.
We’ve misplaced our approach over the previous few years as priorities modified to membership retention, however I imagine a strong rebrand will assist redefine our branding.
Now that we‘ve explored numerous elements of rebranding relating to my fictional model Psyched 2 Cyc, let’s check out some real-world examples for additional inspiration.
Rebranding Examples
- 7UP
- LG
- Jell-O
1. 7UP
7UP’s new id was impressed by the soda itself. The corporate needed to create a brand new visible id that captures the soda’s effervescent essence whereas modernizing with altering occasions.
They first dealt with this with a new “UPliftment” positioning, primarily based on its historical past of being loved in joyful moments with family members. This new technique guarantees to “provide mild reduction from the mundanities of each day life.”
To feed into this “UP” motion, the model angled its new logo up to concentrate on upward motion. 7UP additionally needed to embrace its world viewers, so the packaging emblem was designed to be translated into numerous languages for worldwide unification.
These adjustments, and the brand new citrus colours within the palette, have helped 7UP create a bolder, brighter, extra assured, and “bubbly” persona, whereas nonetheless staying true to its inexperienced coloration. This rebrand has been extensively applauded for its simplistic, minimalistic, and fashionable execution.
2. LG
LG first hinted at its upcoming rebrand in April 2023 with the debut of its new and improved emblem — sustaining the identical icon however transitioning it from 3D to 2D. The brand new emblem can also be animated and expressive and may carry out eight motions (together with nodding and winking).
Past the emblem change, LG launched a youthful and extra playful look in August 2023 with new model characters, Pleasure and Ryder, that showcase LG’s enjoyable facet whereas taking part in into the corporate’s heritage and Korean tradition.
So as to add much more power to their rebrand, LG additionally built-in a brighter, bolder shade of pink into their coloration palette.
They even integrated new values, comparable to “Heat to Energy a Smile,” and made their “Life’s Good” slogan extra distinguished in advertising and marketing. These adjustments had been a part of an effort to draw Millennial and Gen Z audiences and redefine the model as modern, fashionable, and people-centric.
3. Reddit
The largest change in Reddit’s 2023 rebrand was bringing their iconic mascot Snoo to life with a brand new dynamic 3D look. Snoo is much less robotic and extra a playful creature who can carry out eight motions, comparable to spinning.
The model repositioned Reddit as “the guts of the web” to focus on its function in society as an area for communication and discourse. This repositioning can also be evident within the body round Snoo and the “d” within the Reddit emblem, which at the moment are speech bubbles to emphasise the identical level.
Reddit’s new brand identity also involves four pillars: “inherently eclectic”, “positively totally different”, “delightfully absurd”, and “genuinely candid”, which assist tie all these adjustments and refreshes collectively.
The rebrand was performed to modernize Reddit’s look with adjustments comparable to 3D design parts, a simplified coloration palette, and new typefaces, whereas re-emphasizing what individuals already know and love Reddit for — being a hub for group and dialog.
4. Jell-O
The 2023 Jell-O rebrand concerned a change in emblem and packaging for all merchandise. The goal was to attract younger parents and kids with playful, easy, colourful imagery and convey again a number of the “jiggly enjoyable and…marvel” that has at all times been related to the model.
This new positioning performed into the brand new designs by incorporating a contemporary aesthetic whereas showcasing the numerous enjoyable flavors Jell-O has to supply. The brand shifted to a blockier sans serif font towards a white background for a 3D impact, with the “O” resting barely above.
The packaging additionally now consists of cartoonish pictures of pudding swirls and jelly fruit as an alternative of the extra real looking pictures beforehand proven. This helps the model goal youthful dad and mom with fruit pictures that reveal more healthy choices whereas making the packaging extra eccentric and light-hearted.
This rebrand was well-received as shoppers noticed it as a technique to considerably modernize the branding whereas sustaining a few of its traditional, beloved traits.
5. WhatsApp
As a part of the mum or dad firm Meta, which confronted significant backlash for its 2021 rebrand, WhatsApp has remained comparatively scandal-free. Thus, it appears the 2023 rebrand was geared toward serving to set WhatsApp other than the remainder of Meta’s manufacturers.
The aim was to evolve the model from a social media software to a “secure, intimate product designed to give anyone … the flexibility to attach and enact change.” The group labored to further the notion of “Forward. Together” primarily based on WhatsApp being a trusted platform for protected, dependable world connection.
The colour palette aligns with numerous product touchpoints, and new graphic modules permit for versatile storytelling. In addition they seize the spirit of WhatsApp by visually showcasing how backwards and forwards communication seems.
Since WhatsApp has nearly three billion global active users, the rebrand created a unified look that may resonate with individuals in all places, no matter age, area, literacy, or bandwidth.
It efficiently established itself as a communication software whereas prioritizing model recognition with an unchanged emblem and dedication to the model’s iconic inexperienced coloration.
Dangerous Rebranding Examples
1. Comcast
Comcast has been identified to have the most hated customer service in the United States. So, the corporate modified its identify and rebranded its emblem to Xfinity. Nonetheless, the corporate did not change its historical past of dangerous practices.
Whereas the corporate may have labored on bettering buyer assist, they spent cash on a beauty improve, which did not assist them earn again the belief of their prospects. Superficial updates like a reputation and emblem change can’t assist an organization until adopted by model id and popularity adjustments.
Past this, the identify change itself is perplexing and, frankly, a waste of money and time. Many shoppers had been confused about whether or not Comcast and Xfinity had been the identical factor, or if one owned the opposite. That is the precise concern in an abrupt model identify change — inflicting viewers confusion or ridicule which may result in a loss in present and potential prospects.
2. Hole
Do not forget that record of causes to and to not rebrand above? Hole made the error of rebranding for seemingly no cause. The corporate modified its emblem and triggered outrage amongst its prospects. Simply six days later, the corporate returned to its unique emblem.
The brand new emblem did not talk something new concerning the model and took the persona out of Hole’s emblem. Moreover, prospects had an emotional bond with the emblem, and altering it for no cause triggered upset prospects.
Somewhat than instantly coming clear, Gap tried to justify the new logo as a deliberate move to crowdsource new concepts for a emblem. As this was met with much more criticism, the model shortly reinstated its unique emblem and at last acknowledged its error.
Total, the urge to shortly modernize a emblem has been seen as a panic technique, reasonably than one rooted in a real need to shift a model’s positioning or notion. If there’s nothing to again up a transfer this massive (and costly), it’s greater than more likely to obtain detrimental backlash.
3. Weight Watchers
Weight Watchers modified its identify and emblem to shift its focus from weight reduction and weight-reduction plan to wellness. Nonetheless, the brand new identify WW left shoppers confused. Folks didn’t know what it stood for, and it erased model recognition.
The rebrand was additionally dealt with reasonably abruptly. There wasn’t sufficient lead time to arrange shoppers for the identify and technique change. So as to add to it, the “Wellness that Works” slogan didn’t inform shoppers of what was going to vary concerning the model.
Whereas the reasoning behind the rebrand was optimistic, the follow-through left individuals wanting extra. Weight Watchers ought to have higher defined why it was making this shift and the way it might deal with this variation — ideally with new services or products choices.
Are you able to rebrand?
From the examples shared above, it’s clear that probably the most profitable rebrands had been ones that had been centered round prospects in a roundabout way.
Whether or not it was LG aligning with the pursuits of youthful shoppers or Jell-O returning to its playful roots, these manufacturers made vital adjustments to restate their presence in both the identical or a brand new market.
The essential factor to bear in mind if what you are promoting is able to deal with a rebrand is that clear intentions and model consistency are key. This put up taught me that you just want official causes for seeing a rebrand by means of.
However you additionally want to have the ability to deal with the time and price range it can take to make all of the adjustments and launch a advertising and marketing marketing campaign to disclose the rebrand to your viewers.
While you’re able to make these adjustments, make them rely.
Editor’s word: This put up was initially revealed in August 2014 and has been up to date for comprehensiveness.