But First, (re)Brand

April 2020

While working with founders during the first branding process, founders pause, analyze, and doubt some of the branding elements that they first considered in visualizing their company.

Founders and execs, these are ALL valid questions. Don’t be afraid to bring these up during the initial branding process. Your design and marketing consultants will likely take on the role as key adviser to offer reassurance and validation that rebranding will indeed one day be in your future. Brands are not only permitted but there’s a natural affinity to change a brand based on a number of reasons. Here are the most common reasons to say YES to a rebrand.

The name of your company no longer focuses on your key service or product.

There’s companies out there that name their company based on one service or product thinking that’s all they’ll ever offer. Companies grow and expand their services and products, but are still focused on similar categories or complimentary industries. If your main offering has been put on the sideline or no longer offers a driving revenue source, it’s time to consider a rebrand.

Airbnb's shift in focus from affordable rentals to upscale travel

Congratulations, you’ve merged or acquired another company. Now what?

Mergers and acquisitions are known as exciting times for change and growth. Along with the obstacles of countless paperwork, employee additions, and updates in products or services, all mergers and acquisitions should consider a rebrand. Think of it this way – do your core values align with those of the company you acquired? Did the company that you merged with have a different focus in their vision?This would be the time to bring all key decision makers in a room and conduct are brand workshop. Layout all the elements of each brand separately and find commonalities or creative ways to reinvent a new image. The new brand should not favor one company over the other but rather represent a new, expanded partnership moving forward.

United and Continental's 2010 Merger

You’ve got a bad reputation.

Your CEO has just been found guilty of embezzlement of funds – or perhaps sexual harassment claims were just released about a key stakeholder. With the recent rise of transparency, crisis communications has taken a driver’s seat in navigating through the obstacles that some companies face with a bad reputation. Companies such as Tesla and Uber have been highlighted for these reasons in recent news. At first, it may seem as if the disastrous event will crumble away a brand’s positive accomplishments or contributions in their field. Although not 100% proven every time, a rebrand may successfully reposition a company to show a determined effort to peel away from their poor reputation. In conjunction with a rebrand, taking a strong stance against the negative action (such as increasing transparency of funds or making a public statement against sexual harassment) aids companies in beginning the road to recovery. Making key hires to promote these causes shows affirmative action in conjunction with a rebrand. A rebrand is a start – but should be followed by action.

Tesla Going Private? Scandal

Uber's Timeline of Scandals

Your logo, website and business cards look like they've collected dust over the years.

Design principles focus on designing a brand that is “timeless.” But what does timeless even mean? Companies like Nike and Coca Cola have successfully created brands that have stood the test of time. Although today's apparel may be brightly splattered with neon tones, Nike's iconic swoosh hasn't changed. Coca Cola, similarly, has made slight adjustments to their brand along the way but their signature script and bright red tone can be distinguished by anyone, young or old.

The Evolution of Nike's Logo
The Evolution of Coca Cola's Logo

If you feel like your company has undergone a major change, is stuck in a rut, or needs a bit of an update, consider a rebrand. Rebranding is part of a company's evolution as it tweeks, refocuses, and evolves its vision. Although your core goals and values may still closely resemble those from your initial launch, your target audience, product, or leadership team may have changed. Rebrands are a time of breathing new life into a company through visuals, viewpoints, and exciting offering upgrades.

Considering a rebrand? Let's talk all things (re)branding.

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