There is a long process behind the word “branding”: company and market analysis, development of a brand platform, name, logo, and corporate identity. This is the only way to create a cohesive brand image that interacts with your audience and partners, influencing reputation and sales to make a business as profitable as https://www.playamo.com/fr-CA/games/roulette-games, Amazon, or Netflix.
Rebranding a company is the process of reforming the existing image: changing positioning, values, appearance, communication style, and sometimes the name of the company. The final result depends on the reasons for rebranding and its goals.
Reasons and Goals of Rebranding
One of the main ones is the loss of consumer interest. The product has been on the market for a long time, it’s well known, and it has even managed to get tired of the audience. Moreover, there are many more modern competitors who have drawn attention to themselves by creating a bright image.
More reasons:
- Expanding or changing the target audience, entering a different price segment.
- Expansion of the product line, formation of an umbrella brand.
- Entry into a foreign market.
- The image is outdated and doesn’t correspond to the trends of the modern market.
- The image formed does not correspond to the audience and/or product.
For rebranding not to go in vain, it’s important to clearly understand the goals and objectives that it closes. For example:
- Attract a new audience.
- Increase the loyalty of the existing.
- Improve reputation.
- Enter other product categories.
- Increase brand awareness.
Key Reasons for a Change
It’s important to understand that a logo change doesn’t equal rebranding. To change a company’s image on the market, it’s not enough. It’s an important part, but not the whole process. That said, you don’t necessarily have to rebrand to change your logo. Here are the main reasons to change a brand’s graphic image.
The Logo Was Unsuccessful to Begin With
Either there was a small budget, or there was none at all, so they drew themselves as best they could so that there was something. Without market analysis, competitors, audience, positioning and further communication strategy. As a result, the logo does not tell about the brand, looks detached from it and unprofessional, which only spoils the reputation.
Unpleasant Associations
Speaking of reputation. There are many examples of logos that have become the cause for jokes, thanks to ambiguous renderings. For example, the logo of the Brazilian Institute of Oriental Studies was originally conceived as the sun rising behind the tea house. In fact, that’s not what is seen.
Sometimes a logo that used to suit everyone begins to cause unpleasant emotions due to stereotypes that are unacceptable to society. In 2020, sauce brand Uncle Ben’s removed the image of an African American from its packages. It also changed its name, because “Uncle” used to refer to African Americans instead of the respectful “Mister.” The company is now called Ben’s Original.
The Logo Doesn’t Tell the Story of the Product
An image that is too simple is unlikely to look good on a premium product. And a flashy one, with too many elements, is definitely not appropriate for a high-tech company that offers simple solutions.
It’s important that it communicates the values of the product and speaks to the audience in the same language.
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