What Went Wrong Last Time That Is Forcing You To Rebrand Your Business? Never Repeat That Error …
A lot of marketers who are forced to rebrand their businesses, after building up their brands to a good recognition level, usually name the rapid changes of our online environment for the rebranding need.
They name technology changes, consumer behavior changes, fiercer competition, growth in their own portfolio … they name everything, but seldom examine why the brand identity built the first time wasn’t flexible enough to go the distance. If they have erred the first time around, it’s time to never repeat those mistakes.
Another thing … a lot rides on the back of rebranding. It’s not just about a change in your identity, it’s about making the whole world around your brand re-familiarize themselves with your new identity, your credibility and the trust you hope to renew and retain. If someone around you suddenly changed their name, how would you react? Would it feel like the same person, the same personality, the same buddy you knew? Or would you feel the person has become somebody you have to befriend from scratch?
At Solohacks Academy, we urge all marketers, itching to rebrand their businesses, to exert due caution and a lot of thought. You are asking the whole world to change with you, and not just making a small internal change. Go ahead if you must, but do so with calm, controlled, deliberate steps.
1. Three Incontrovertible Truths To Know Before Rebranding Your Business
There is a lot of prevalent misunderstanding about “rebranding”. If you are beginning a rebranding exercise in your Knowledge Commerce business, it pays to understand fully what rebranding really is, when it will work for you and when you’re laboring under wrong assumptions about it. Get clear before you begin on any strategy or implementational aspects of rebranding.
a. Rebranding Is Much, Much More Than Mere Name Change, Redesign, Or A New Logo
What do you comprehend when you use the term “rebranding”? How deep does your thinking go? How deep should it go? Read on …
When you change your identity, everything changes with it for the consumer who has learned to trust you
A brand is what the experience of the brand gives you. To that extent, when you superficially change just the name, logo, colors or design of a brand (tough as even that is) you don’t even scratch the surface of the real changes to your brand.
The truth is people don’t value your brand for its logo. The logo design is just shorthand for the values and promise that your brand incorporates. People may get many values important to them from your brand. They may get economic value, status value, recognition value or even a satisfaction value to see their trust in your brand validated. Beyond that, there are promises your brand may have made – perhaps promises to bring to consumers’ lives the joys of elegance, exclusivity, freedom or performance.
When you rebrand, you may beat the drums hard and loud, and say, “Only the name and look has changed. The brand is greater than it ever was before.” But people always will ask themselves, “Where was the need to change the name? Surely something has intrinsically changed to cause the name and identity change? What do I need to know about this new-ish brand that I don’t?”
There’s always a debate on whether rebranding needs a huge relaunch
Some experts believe that the more you tell customers about why you had to rebrand, the more shaken they actually feel. These experts believe changes like rebranding should best be done on the quiet. You don’t need a fancy “relaunch” of the new brand name. They believe that the majority of people dislike change. They think people will suspect the reasons for the change. They emphasize that your brand’s stakeholders may like the comfort of their favorite things being as they are for a sense of normalcy in their lives.
Some other experts believe changes like rebranding are an opportunity for re-projecting the brand anew in the marketplace with a lot of noise, buzz, and fanfare. You seldom get two chances to make a big bang, so why not make a big event of the rebranding, and blow it all sky high? Maybe you will lose a section of old customers, but you may gain new ones. Overall, the gains could be bigger than the losses.
Sometimes, the marketer doesn’t have the luxury of choice. He can only choose one path that opportunity gives him because all other doors get closed to his brand. So how then does he shape his own attitude to accept that change in himself first, and then be able to project his arguments correctly to shake old consumers least and gain new consumers the most?
There is a very interesting case study I had to work with which involved an inevitable rebranding. For months our strategy team agonized, but in the end all was well. In fact, it was so good, that we were all collectively thrilled we had been forced to change. Here’s the remarkable story …
How a Grandson inherited Grandpas’s old beer brand and rebranded it into a millennials’ beer
To customers the brand is often akin to a “person”. The relationship between the “brand-as-person” and the customer is analogous to the relationship between two people. Brands and consumers speaking the same language vibe with each other. The brand is perceived by the consumer as “one of us”. Problems arise however when “brandspeak” and “consumerspeak” start drifting apart.
This happened when an old man (Grandpa) died leaving behind his small but highly valued brewery and beer brand to his rather young grandson. The family had skipped a generation because Grandpas’s son had enlisted in the army and died in the war, so the only inheritor (Grandson) had a huge generation gap with his Grandpa and his Grandpa’s beer.
The young man (Grandson) was a true blue millennial. He lived off the Internet, drank beer in cans and not in bars, and was used to ordering his beer via home delivery from brewery sites. Our agency, which handled the account at the time of this inheritance, had a hard time convincing the new owner that his Grandpa has left him something of real marketable value, because the Grandson had his own ideas of “rebranding the beer” and selling it online to other millennials. He just couldn’t see how he could tango with the old buyers of the beer who were of his Grandpa’s generation. How could we save this beer brand without losing out on the 65 years of goodwill and history the brand name – and especially the unique taste of the beer – had earned?
In the end, the solution came from the Grandson himself. He said in one conversation with us, “We need a version upgrade of this old beer”, and suddenly we had the answer. We retained the old name, but the name now sported a “Version 3.0” next to it. Then we let the Grandson change the voice of the brand to match his own millennial lingo, and let fly his own style of campaign on social media and his ecommerce website.
The young man rebranded the beer as a new version his Grandpa wouldn’t have recognized by the look – till he sipped for taste. He even included storytelling of imaginary tales of what Grandpa would have said had he seen the new beer cans, the online ordering, the doorstep delivery, and the “good for nought” boys who were now expected to guzzle the beer. But in his stories he always added how thrilled Grandpa would be that he (Grandson) had not changed the old brewery’s secret recipe and taste.
I included this case study in this article, because it shows how much actually goes into rebranding. In this case, the buyers changed, the communication lingo changed, the brand identity changed … but the beer itself didn’t, for it always was to Grandpa’s unerring taste and brewing secrets.
b. Rebranding Can Be Done Even Without Any Name Change, Redesign Or A New Logo
If the word “rebranding” always conjures up a vision in your mind of a name change or a logo change, think again. There have been many brands who evolved their positioning as part of rebranding, without changing their name or logo.
The IBM version of “rebranding” was not about logo redesign but the design of a new narrative
Martin Roll writes on his blog that when IBM sold its PC division to Lenovo, it had an almost indelible branding as a computer manufacturer. But prudence demanded that the PC side of the business should be sold, for the future of IBM was clearly not in that market that was getting overcrowded.
IBM decided to become global leaders in an entirely new market now known as “big data.” While the company still continues to build supercomputers and processing software, the IBM brand has been cleverly reshaped to gradually represent bigger aspirations like smart transportation, finance, healthcare, business and cities.
IBM managed to rebrand itself, not with small elements like a logo redesign, but with a “new narrative”.
How DeBeers went from “diamonds are forever” to “everything that lasts forever”
Let me give you another example of a branding that evolved itself towards rebranding the future, very innovatively. (I have written about this case study earlier in my article on brand positioning.)
Doubtless you’ve heard of DeBeers (the world’s foremost diamonds company). DeBeers found itself in a strange position after the Great Depression of the 1930s. It was a diamond mining company that also sold diamonds. But when it scanned the landscape, there were no other branded diamonds on the market. DeBeers was, in fact, fighting a faceless competitor. Further, the economy was so bad that the demand for diamonds saw a huge drop. The economy itself became the competitor.
At that time, DeBeers looked for a positioning that would make the brand distinct. It wanted people to value “branded diamonds”, even in a depressed economy. The company hit upon the positioning that “Diamonds Are Forever”. It was a clever way to say the emotion of “love” is eternal – and diamonds are an expression of that love. Depressed economies can’t affect human love.
Now here’s where the story gets even better. With global warming, our Planet Earth needs a champion. It needs someone to foster the cause that it should “live on forever”, right? That how DeBeers has now started adopting to itself to all things of “forever value” to humans.
See how the original “forever” branding served a competitive challenge from a negative environment. But, now the subtle rebranding has evolved to cover everything that is in the “forever” sphere of life. There’s no logo change in this case too. It’s a strategy of rebranding through “re-relevancing”.
c. Rebranding With Just A Name Change, Redesign Or A New Logo Shouldn’t Be A Shortsighted Strategy
Among the easiest things a business can do is to simply call in the smartest designer and get a new branding identity created in half a day. Most businesses take that route, and then think it’s about spending a fair amount of marketing dollars to get the new branding ingrained into the consumer. This is rebranding for the short term, but it won’t go far enough, if you really intend for the name change to retain or even increase your brand’s value.
Think hard about why rebranding has become necessary. Is it just external factors that are forcing you to rebrand, or was it that your strategy, when you first did your original branding, was crafted on shaky soil? Did you, at that time, think about the ability your branding would have to change and evolve with the times? Did you choose an idea to fit just the products and competition you had then, or did you take the long view and try to look for an “enduring idea”? Did you aim for “currency” or did you aim for “timelessness”?
When you rebrand, you have to revisit your strategy applied during original branding to see what you may have done right or wrong. This time around, plan on rebranding for all the right reasons.
Three things that add timelessness to a brand, that you should keep in mind while rebranding, are these:
Don’t brand around current trends. Base your branding on values
If something is only good for the moment, it may or may not be good in the future. Good values are timeless, whereas, trends don’t last over time. A trend may be “cool” for a very short time, then it quickly loses its hip-ness. The more values-driven you are when branding your identity, the more likely you’ll be to create something timeless.
Find a unique angle that is all yours – delve within you
See what makes you intrinsically different, and base your branding on that special uniqueness that makes you who you are. Then as the years pass, “re-state” your uniqueness in ways that meet the needs of the times, but always maintaining your own essence. Evolving your branding is easier and less expensive than needing a whole rebranding. Uniqueness in business will always be a competitive edge. Uniqueness acts as your brand’s insurance in tough times.
It’s a smart tactic to avoid being too descriptive about your brand
State your broad brand values without pinning them down into deep specifics. That way you can look to “elasticize” ideas rather than change them wholesale when the need for breaking loose of old branding arises. Your consumers are never expecting you to get too narrow. For example, they are not expecting Nike to explain what exactly “Just do it!” means. They are happy enough that Nike has an attitude that is timeless. It’s good enough for them, for today and tomorrow.
2. Why Rebrand? Studying The Pros And Cons Of It All
There can be a whole host of reasons why you believe your brand needs a rebranding. But it pays to knows when it’s genuinely needed and when it’s just an itch. Beware of doing it for all the wrong reasons.
a. The Right Reasons To Rebrand
Good reasons to rebrand could include these:
You’re planning on venturing into new geographical markets where your brand name means something unsatisfactory
You may need to relook at branding just in case your brand and its colors, or look and feel, may mean something negative in the new geographies. I remember a brand I once handled called Tootal Vests & Briefs For Men, which, when it went into another geography found that the word “tootal” means “diarrhea”!
Your market positioning has become overcrowded with all the wrong types of competitors who are diminishing you
It’s like building your posh house in a good neighborhood, only to find the house still okay, but the neighborhood has completely deteriorated in standards. Do you still want to live there among these people you see as not being good for your image? Is your branding in that kind of dilemma, that it needs to move to a space where better competition lives and rubs off better on you?
Your customer profile changed so much that your old positioning is no longer relevant to them
Maybe your options, in this case, are limited, because the old buyers you had have suddenly acquired totally new preferences and habits.
You’ve had a genuine change of heart about your reasons for doing business
Maybe you started out for the money, and then your own aspirations changed to want leadership more than money. You started thinking of loftier goals and longer-term gains, and your old price-based branding seems a tad tacky in your own eyes.
Any of the above reasons could be considered among some good reasons to rebrand.
b. The Wrong Reasons To Rebrand
The reasons listed below are very bad reasons to rebrand. Here they go …
The needle isn’t moving in your business and you’re itching to change something
I wouldn’t be surprised if logo designers are specifically targeting unsuccessful businesspeople with itchy fingers. The last thing you should be doing is fiddling with your brand name or logo design just because traffic is next to nil, there are no customers, and you’re filled with boredom. Rebranding is no magic wand for success.
Your business has done some awful mistake and you think changing the name will wipe the slate clean
Many businesses that screw up badly on customer service or get poor reviews and ratings on social media think that by changing the brand name the history of the brand can begin anew. But people are smart and they always look for the person behind the brand. If it’s you again with a new business, you can’t run too far!
You have the “new broom syndrome” when you buy an existing business
Wait a moment. If your reason for buying a successful business was to shortcut your own route to success, why would you want to change the name that stands for all the goodwill that brand has earned? And if you’re buying a dead business to give it a new lease of life by giving it a new name, you must be a good samaritan and not really a businessperson.
You figure rebranding is a clever way to muster up some much-needed PR buzz
There are gazillion ways to create some marketing high points, fanfare, and buzz without having to change a brand name, just to get another look. In advertising, this kind of thinking about rebranding is called the “new improved brand” tactic. You have a brand, then you change its name, look or identity and call it “new improved” for a while. Then you wait a while till the brand feels a little stale (probably only to you) before you do a signage change again and add a newer “new improved” next to it …
c. New Goals To Aim For In Rebranding
In the course of reviewing your brand, do you finding it really inadequate for your goals going forward? If you do decide to rebrand, then aim to get these key benefits out of the whole exercise.
Your new rebranding looks spiffy and up to the minute and you’ve thrown out all that was dated-looking
It is sometimes said of people that you can tell their real age by the way they make up their faces and do their hair. No matter how youthful they want to look, they get conditioned by the trends they were familiar with as they grew up. It’s the same with brands. Get familiar with contemporary looks and site redesigns, and new ways to build your look and feel. You don’t want to rebrand only to look like a too-similar version of what you were when you started out.
Redesign with some tangible goals in mind for your brand rebirth
See if you want to improve your earnings, add new clients of a different variety, build a new set of stakeholders, aim for a different level of ROI, or look to extend your reach into new geographies. All redesign must have its own business goals, otherwise, it’s just a re-sketching of a logo and not really a rebranding of a business. This is your second chance to get it right, and to get more into the “why” of business.
Make sure your rebranding takes the plethora of new devices into account
Chances are that since you first branded your business a lot of new devices and platforms of all sizes and shapes have arrived on the horizon. You may have a whole new generations of smartphones and tablets, a lot of new apps, a lot of conveniences that consumers have now got used to … if your old branding was trying hard to “extend itself to become “device-responsive”, maybe your rebranding is a chance to go “device-native”. Recently, one of my clients went in for a rebranding, but instead of designing native for laptops, we planned to go native for mobiles as our design objective. More people are now using the Internet via mobile than laptops, aren’t they?
See if your rebranding can take you a notch higher than before on authority
If your rebranding exercise is done with an eye to increasing earnings, you should this time around, aim for a design and tagline that sounds more authentic and credible, more trustworthy and authoritative, as deemed by an evolving audience. You see, even the ways we used to think about taglines has changed a great deal.
Earlier it used to be about what our differential over competition was. Then companies like Nike gave themselves an attitude-shift via the tagline like saying “Just Do It!”. The tagline became about your values and attitude rather than your difference.
Today we’ve gone one step further than that. There are many taglines that are about your “Why?” and not your “What”. For example TED Talks emphasizes that it “wants to spread ideas”. At Ceros, they say their “why” is to unlock creativity – of themselves, their customers, their partners, and everyone they interact with.
See if your older branding stayed with the thinking of older times. Nothing wrong with that if your tagline still works. But if you have a chance to rebrand, you may as well examine your options.
3. Getting The Rebranding Process Right
a. First Of All, Get Yourself Ready For The Rebrand
Five factors are crucial to your own readiness for rebranding. Make sure you’ve got these key decisions in place.
You have listed and prioritized your reasons for rebranding and have done the requisite homework within yourself and with your target audiences
Knowing why you are choosing to rebrand, as we’ve already said, is important to go over once or twice. You have to feel confident within yourself that this is the right strategy to pursue to meet the goals you have in mind or to solve your business dilemma. You not only have to consult your own self on this but also do a dipstick survey of your most typical target customers. See if they feel comfortable with the new direction you are planning to take. Getting both subjective and objective viewpoints should help you proceed without turning back.
You have picked the right redesigning partner who is on your wavelength on aesthetics as well as your “why” of rebranding
After your strategy and decision-making, you need to find the right partner to carry out your redesign assignment. There are a lot of designers who can turn out a brand identity for you. But in a rebranding exercise, you need someone who understands both design and marketing. The designer you pick will need to have a business head to be able to consider the 360-degree implications of a rebrand on various customers and stakeholders.
You have a reasonably healthy budget that covers both redesigning and re-education of the target audiences and stakeholders after the redesign
Next comes the budget. Many brands that go in for rebranding do so with insufficient budgets. They check what it costs to go through with a rebranding exercise. But they forget to plan for the vast amounts of customer education involved after the rebranding. We’re not even talking of a high-spend launch here. Even the most elementary customer education needed to make people understand your new values, expressed by the rebranding, costs a fair bit.
You have a reasonable time frame within which to redesign, and have also decided on a crisp iterative redesign process without too much humming and hawing
Rebranding can become a long, arduous and endless exercise if you don’t plan to get it completed in specified time. You can go on iterating, between you and the designer, and there can be no point at which you say, “Thus far and no further.” Generally, the less confident your strategy is, the more doubts and redrafting there is likely to be at the designing and design approvals stage. Set a time limit, set a limit to the number of iterations, decide the specifics of how you will progress, and call it quits when you get there. Don’t keep on keeping on. You’ll find the design energy and freshness diminishing after a point.
While you are engaged in redesign, you have planned what needs to be done to create minimum disruption to any ongoing business you have
While your rebranding exercise is on, be very careful to separate it from regular business. Don’t get yourself so caught up in the new work that you forget your regular marketing efforts, fail to attend to customers, or stop building your existing brand. Your existing brand is the foundation on which the new rebranding can establish itself. The trust in your existing brand should not be eroded while you hope to build trust anew for the new branding. Aim to make the transfer of trust to the new branding as seamless as possible.
b. Strategize Your Rebranding – Whether It’s Partial Or Total
Your rebranding can be partial or total. A partial rebrand is when you isolate the specifics of what you will rebrand, Usually this is done to rectify certain issues that have developed as a result of your existing brand. Maybe your brand has become dated or out of sync with the devices and audiences you now have or want to add. Total rebranding usually becomes necessary when the brand as a whole is underperforming against competition and needs a comprehensively revised marketing strategy.
Here are a few pointers to when a partial rebrand would do and when you need to consider a total rebrand …
The partial rebranding exercise: decide what is the partial bit to rebrand
In cases where your brand has been well established in the market, but parts of its identity are outdated or getting jaded and a refreshed new looks seems overdue, you may want to consider a partial rebranding. Simple tweaking may be required, rather than a full-blown rebrand.
But in this exercise, the tweaking has to look okay with the rest of the brand identity that will not be changing. It cannot stick out like a sore thumb. You also don’t want to eliminate the brand value that’s been developed over the years. Make subtle changes to update your brand, or make it representative of an expanded offering.
The important issue in partial rebranding often is this: there has to be a consensus between you and your design partner on exactly which part of the branding will change in the name of partial rebranding. Many an assignment has gone south because the ambit of the partial rebranding was not clear or was constantly changing. This happens because you as the owner of the previous branding have been so used to seeing your old brand identity sit in a place in your overall branding scheme, that something new there feels unnatural for a while. You need to get used to the new way things will look. Be prepared for some time to elapse to get your sense of familiarity with your partial rebranding.
The total rebranding exercise: it’s less of rebranding and more of re-imagining the brand
A total rebrand is usually necessary when two companies merge, or one company breaks up into two distinct parts. The new entities in such cases need branding from scratch. Why is this called rebranding and not just “branding – anyway it’s a totally fresh branding, isn’t it?
Well, the need to treat this is as “rebranding” is because there has been a branding there before, with its legacy. A fresh new brand has no history to cover up or camouflage, or take into consideration. A rebrand, however total, always has legacy issues to deal with.
The planning has to include not just what you’ll do with the new brand identity, but how you will then handle the positives and negatives of the old brand in whose place the new one has arisen.
I have seen many cases of legacy being handled very stupidly. When two large majors in electrical components merged, they went around in circles till they finally decided what to do. They created a mish-mash brand identity anew, that melted into it, the elements of the two old logos. Then in every department they decided to have two officers – one each from the old companies – hoping to keep this exercise going till the “cultures of both companies bonded”. Sadly, we never saw that day when the cultures bonded. If anything, there was a daily turf battle inside every department where the two chaps appointed held onto the cultures of their old company so fiercely, that there was often blood on the floors.
The moral of the story is that legacy is a very serious issue requiring some ingenuity in solution-finding.
Also, not always is total rebranding needed for a merger of two companies. It can also be needed when a business has been racked with a scandal where the public needs to forget the whole sordid episode and move on. You can’t brush the legacy part under a carpet just because a total rebranding looks like the only thing possible. You have to find a smarter way around the old scandal, along with the total rebranding.
c. Planting New Seeds Of Expectation In Customers’ Minds
One of the smartest ways to get your customers – the existing ones- to go along with you on the ride to rebranding is to give them a sense of co-ownership in the rebranding exercise. The simple trick is that if you keep customers at the receiving end of the new rebranding, they feel out of the loop, as if they’ve been shelved to accommodate new audiences and new lingo. If, on the other hand, they are allowed to feel like they participated in the rebranding with you, they will be your greatest source of feedback and word-of-mouth marketing after the event.
Any existing customer will balk at a message that baldly says, “Your favorite brand is soon going to wear a new look and explain its new values!” That doesn’t sound inviting or inclusive. It sounds threatening to comfort and familiarity.
Instead the tone of voice has to be, “Your favorite brand (and mine) needs a refreshed look to keep up with the times. We thought it’s best to ask for your help with this exercise …”
See how good that sounds – and how welcoming it sounds to customers who would like to feel co-opted in the rebranding, even if they are not actually contributing ideas.
There are four ways to co-opt your existing customers, with some smart psychological understanding of their needs.
Prepare the customers before the redesign by getting feedback and sharing expectations
Explain to your existing customers why your brand may need to go in for rebranding, but why you want to do this with the help of your existing customers. Ask them for their feelings – positive or negative – about the old branding, and what they’d like to see happen in the new branding. Ask them what new goals your brand should aim for, to increase and expand itself after rebranding.
During the rebranding, expose the customers to some of the design evolutions for feedback
If you are exposing to your customers some iterations that are evolving your branding redesign, see if there are one or two key midpoints when you can share half-done designs with them. Or if you are uncomfortable with that process, ask for their choices of colors, tagline, or small separate elements of the new logo, without exposing parts of the redesign-in-progress. The idea is to make them feel they are part of the process and their ideas matter.
After the rebranding, thank the customers profusely for contributing to the new look and feel
After a rebranding exercise is completed, give your existing customers the first exclusive sneak preview, and thank them all profusely for the help in the rebranding. Many of them may not have contributed to the idea at all, but it still will make them happy to feel like the brand belongs to them and its changes are getting their blessings.
Whether you’re planning a soft launch or a high-buzz one, making existing customers ambassadors of the new identity
You may plan on a soft launch of your new brand identity or make it a high-decibel event. Either way, you need the word-of-mouth that some strong goodwill ambassadors can give your rebranded identity. Who better than your existing customers to add their words of validation to your brand. If you, the marketer, say “Despite the new look, our values are stronger than ever,” it will still sound like you are touting your claim. But if your existing customers say, “It’s the brand we love, now with more reasons why we love it!” see how well it goes down with new audiences.
In Summary …
- Did something go wrong last time that is forcing you to rebrand your business? Never repeat that error …
- Rebranding isn’t just about identity. Make the world around your brand re-familiarize themselves with your credibility.
- Rebranding can be done even without any name change, redesign or a new logo. You could evolve your positioning.
- It pays to knows when rebranding is genuinely needed, and when it’s just an itch. Don’t do it for all the wrong reasons.
- Five factors are crucial to your own readiness for rebranding. Make sure you’ve got these key decisions in place.
- Your rebranding can be partial or total. Always co-opt your existing customers so they feel included in the exercise.
So What Are Your Thoughts? Do Share!
This post is incomplete without your input. The community of Knowledge Commerce solopreneurs would feel galvanized to hear from you … so do share your thoughts on this topic with us, in the comments field below this post.
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