When a brand takes a while, or misses its target audience, the way it packages its products or how it offers its services. You have to rebranding. Examples of this there are many. Some of the best-known brands have suffered, some with successes, and others with their failures.
Therefore, on this occasion, we want tell you about some examples of rebranding so you can see that sometimes rectifying can lead to success. Do you want to know more about this?
Table of Contents
What is rebranding
Before giving you examples, it is very important that you know exactly what we mean by that term. Branding is the identity of a brand: your logo, the message, the packaging of the products ... In short, it is everything that gives personality to the brand or the company itself.
However, the passage of time can make the image that this brand has out of date. Something like being born in the 60s and wanting to innovate in 2022. Although fashions return, the brand itself would look old.
Well Any marketing strategy that involves a total or partial modification of the brand identity is called rebranding.
We give you an example. Imagine that you have created a company in the year 2000 and its logo is a peseta coin. As you know, at that time the euro was already beginning to circulate. Think that you have not changed it. In 2022 the pesetas no longer exist and the only ones who remember them are over 40 years old (perhaps some 30 years old). However, your target audience is 20 to 30. Would you be successful with that logo? The most possible is that no.
Therefore, carrying out a logo change is one of the rebranding strategies.
Branding, rebranding and restyling
El branding and we have already detailed rebranding before and you will have noticed that they are different terms although they are related to each other. And it is that there would be no rebranding without branding.
By way of summary, we could say that branding is the identity of a brand and rebranding is the modification of that brand identity.
But what about the restyling? Is it the same as rebranding?
In case you've never heard the term restyling before, you may know that it refers to brand redesign. But specifically to the image. In other words, a change in the logo, a change in the type of letters, in the way they are arranged ... But without changing the colors or the style.
We could say that rebranding is mainly focused on redefining the visual identity and adapting the corporate identity. In other words, restyling is a part of rebranding.
When is rebranding done
Rebranding cannot be taken lightly, nor can it be done whenever you want as it can be detrimental.
For example, think that you have a brand and that you are trying to make it known. But at 6 months you change the logo because you don't like it. And then again. All those changes drive customers and users crazy because they don't recognize you. If they have related a specific image to your business and you change it, visually they will not know you, and that implies having to re-promote and invest so that you reach your audience.
Thus, rebranding is only recommended:
- When companies are already in maturity phase, that is, when they are already well known and need a change to continue to be on the rise.
- When there is no relationship of brand identity with customers. Good because the trends have changed, because it has become outdated, etc. In those cases it is also advisable to establish a rebranding strategy.
Keep in mind that this is not simply change and now. It is necessary to carry out an investigation to be able to choose what is the best change, and how to carry it out, so that customers continue to know us and relate that new image and brand identity with the company that has been active for so many years.
Rebranding: real and successful examples
As we know that an example is worth more than all the words we can tell you about rebranding, below we are going to see successful examples and real companies. Surely more than one end up sounding you.
You may not know it, it is not something that the brand likes very much, but you should know that, when it was born, the first logo it had was that of an illustration of Newton under an apple tree, with an apple on top of his head .
Obviously The logo was not liked, and that same year (we are talking about 1976) they changed it to the silhouette of an apple with the colors of the rainbow. More successful and more striking. A complete success.
In fact, since 1976 its logo has only changed in terms of color, but the original apple remains.
You may not have realized much, and it is more an example of restyling than rebranding. But there it is.
If you see the first Youtube logo, you will see that the second part of the word, Tube, was in a red box, referring to a channel. But when he changed that box, he removed himself from there and took precedence over the word, putting a play on it.
Success? The truth is that if. It is clearer, more evident of what is going on and simpler.
Another brand that has changed since it was born in 2010 is this. Now you use it regularly but in 2010 it had two logo changes, and another in 2011. Before it was an old-fashioned camera (and that at that time there were already modern ones). After They changed it to a slightly simpler logo, and the following year they gave it a more skin-like look, bringing the image closer and creating a different focus.
If we compare the logo of now with the one of 2010 there are not many of comparison, beyond the focus and the flash.
There are many more that we could cite you: McDonald's, Google, Nescafé, Ikea, Disney ... Do you know about rebranding and examples of them? Let us know in comments and tell us what you think, if it was right or not.