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If we've learned anything from 2020, it's that businesses will need to constantly reinvent themselves if they want to survive. However, discerning the best time to rebrand isn't always easy. There are circumstances in which change is an obvious necessity, but there are also those in which the scenario is quite nebulous and full of uncertainties. In this article, we define 4 reasons to rebrand.
1. You can't differentiate yourself from your competitors.
Marty Neumeier says that, in addition to the four main objectives of design (to identify, inform, entertain and persuade), branding adds a fifth element: differentiation. It combines magic with logic (aesthetics and strategy). Standing out in a scenario of hyper-information, in which the public is bombarded by thousands of brands every day, is the key to attracting customers.
An example of this was the proposal made by the agency Crispin Porter for a brand of baby carrots. The product, aimed at children and teenagers in the United States, had as competitors thousands of brands based on the clichéd identity of the products fitness, which, according to the public, seemed dull and unstylish. The solution: look to the relaxed brands of junk food like Doritos to differentiate itself. According to Harvard Business SchoolThe "Eat'Em like Junk Food" campaign has created a loyal and growing consumer base.
2. You've grown too big and lost your focus.
One of the legends of stock market investment, Peter Lynch, former manager of the Fidelity Magellan Fund, used to call the hasty acquisitions made by growth companies "worstizations". Moving away from what you're really good at into areas you don't know, becoming a sort of "wildcard company" can be a bad decision.
Returning to Neumeier's ideas, the competitive market forces specialization. Generic companies, therefore, don't stand out, while focused companies communicate in a simple way what they are, their differentials and their reasons for existing. To focus, be ready to say "no".
On the other hand, this doesn't mean that every acquisition and new product line is bad for the brand. If the addition will reinforce your differential, there could be great potential in the move.
The creation of a Nintendo's amusement parkfor example, is a logical addition that enriches the brand's values. On the other hand, when we think of the frozen food range from ColgateIn the first place, we understood why the association between toothpaste and food didn't work out very well.
3. You have a negative reputation
Branding is about reputation. Companies with negative associations have a big challenge to overcome. The men's deodorant brand Old SpiceThe brand was remembered as an old-fashioned brand, aimed at an older audience. However, the implementation of a new positioning, with braggadocious humor, youthful, vibrant and full of energy reinvigorated the brand's image in the market, seeing a significant growth in sales and a new community of fans.
There are also cases of companies with outdated identities that fail to convey their benefits (e.g. innovation) or need to be renamed because the word has taken on a new meaning. One such case was Belgian chocolate ISIS had to change its name after seeing its sales decline with the popularization of the Islamist jihadist organization.
4. You've changed markets
As mentioned earlier, in 2020 companies are constantly reinventing themselves in order to survive. Start-ups completely change their business model within weeks. With this in mind, an agile and precise rebrand is necessary to better understand your new audience, your strengths and your winning strategy going forward. Twitter is one such case. The company started out as Odeo, a podcast platform, but had to completely change its strategy when it was threatened by iTunes.
Conclusion
Rebranding is a way of connecting deeply with your audience and meeting new demands, differentiating yourself and strengthening your company's internal culture. The reasons mentioned above are not the only justifications for going through a rebrand process, but they help us understand the main concerns.
In short, we understand that reinventing yourself is vital, but the change must be well orchestrated. Don't change just to satisfy your ego. Many rebrands happen when new CEOs come in, wanting to imprint their personality and forgetting the real needs of the company. When rebranding, think: there is no significant change without a good strategy.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.
"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."
Ernst Neufert in "The art of architectural design".
OK, but what does this have to do with my brand?
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
Famous last words
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
Hope this answers some of your questions, Dmitro.
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