Rebranding?

The decision to rebrand can be a difficult one for organisations that have high recognition. No matter the organisation if the brand is tired, no longer works on modern digital channels or has simply become cringe worthy, it may be time to grasp the nettle and seek out a rebranding agency.

Some of the most well-known brands in the world have carefully rebranded, retaining their core values and brand equity and the result has been greater recognition.

Many brands have undergone subtle rebrands over the years that have effectively gone under the radar. Apple being one of them.

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Name change

Kentucky Fried Chicken (KFC) and Federal Express (FedEx) are two organisations that took the bold (and successful step) to change their names as part of a rebrand. In the FedEx example, the decision was made simple because their customers ‘FedExed’ their parcels. That was the term they used. Federal Express simply said to themselves ‘if that’s what our customers call us, then that’s what we will call ourselves’, although I wasn’t at the meeting myself.

Only brands with the highest recognition make the ultimate step and do away with their own name. Mastercard and Nike being two examples.

Evolution or revolution

Rebrands tend to take one of two routes, evolution or revolution. As the terms suggest, evolution takes the existing identity and ‘moves it on’. Revolution means chucking out the old and ushering in an entirely new identity, although colour palettes and tone of voice might still remain. I go into more detail on these different processes in another article.

What does a rebrand include?

What’s included? Well it depends. But below is a list of areas addressed in a reasonably thorough rebrand.

There could of course be a lot more but it’s unlikely to be less, unless the organisation is small.

So why rebrand?

To answer the question, I reckon these are the reasons any organisation, no matter the size, should consider a rebrand:

  • Tired and out-of-date

  • No longer communicates the organisation’s brand or activities

  • Unworkable on modern digital channels

  • Loss in traction

We’ve rebranded charities, law firms, luxury brands, photographers, you name it. It is a consultative process that requires buy in and stakeholder consultation. We are a rebranding agency.

If you want to read up on how to create an identity whether you are a client or a designer, this might do the trick.

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